Quick answer: There are six announcement formats that cover most of a launch: the launch, the feature, the teaser, the comparison, the how-to, and the recap. This page gives you a working structure for each, with the platform-specific rules.

These are skeletons, not fill-in-the-blank ad copy. Every bracket is a real decision about your product.

1. The launch announcement

The first public post. One sentence of what it is, one line of why it exists, the link.

[Product] is live.

It [what it does] for [who].

[One or two sentences of the problem and why it matters.]

Try it: [link]
Feedback goes here: [reply / email].

Used on X, LinkedIn, and the email launch. Platform versions: X launch posts and LinkedIn launch posts.

2. The feature announcement

For a single feature shipped after launch. Lead with the job, not the feature name.

[Job the user wanted to do] was [specific pain].

Now [feature] does it in [steps or time].

[How it works, one or two sentences.]
[Link or screenshot.]

More detail in how to announce a feature.

3. The teaser

Posted before the launch. It states the problem or the date, not the product.

[Specific observation about the problem.]

[Sentence about what's coming and when.]
[No link yet.]

The full structure is in how to write a teaser post.

4. The comparison

Positioning against the current way people do the job. Stay factual; name the alternative, not the competitor's marketing.

If you [do the task with the current tool], you [specific friction].

[Product] does [specific difference].

[Table: the two workflows, side by side.]
[Who this is for, and who it isn't.]

Comparisons must stay accurate. The editable-vs-generated decks piece is a fair comparison because it names the trade-off.

5. The how-to

The most useful format. It teaches the job and happens to use the product.

How to [job]:

1. [Step].
2. [Step].
3. [Step].

[Result, with a screenshot.]

This is the Dev.to and Reddit format, and it ages well in search.

6. The recap

Posted after the launch. The honest numbers, the feedback, and what's next.

We launched [Product] [when].

What happened: [two or three honest facts].
What people asked for: [themes].
What's next: [one or two real items].
Thanks.

Which formats fire on which channels

Format X LinkedIn Email Blog Product Hunt
Launch Day 1 Day 1 Day 1 Day 1 Day 1
Feature Weekly Weekly Monthly Monthly Updates
Teaser Day −2 Day −2 Day −1 — Day −7
Comparison Day 1 Day 2 — Day 2 Gallery
How-to Day 2–3 Day 2 — Day 2 Comment
Recap Day 5 Day 5 Day 7 Day 7 Comment

The complete week is scheduled in the one-announcement-into-a-week framework.

The writing rules that apply to every format

  • State the job first. People care about what they can do, not what the feature is called.
  • Use the customer's words. If your users say "fixing this deck," don't write "dynamic content orchestration."
  • One claim per post. The launch post is the only place for the full story.
  • End on an action. "Try it," "reply with X," or "read the guide." The CTA is covered in how to write a call to action.

Frequently asked questions

Can I use the same copy on X and LinkedIn? The story is the same; the length and tone differ. LinkedIn posts are longer and more narrative; X posts are shorter.

How many announcements does a launch need? One launch, five angle posts, and one recap is a defensible week.

Should templates be written in the brand voice? Yes, within the structure. A template is the skeleton; the voice is the product's.

Where do the images come from? The six formats map to the social image set; the dimensions are in the 2026 image size table and the cards are generated by Neatico from one product description.

Write the launch post first, then ask what the feature, teaser, comparison, how-to, and recap each need to say. The six formats nearly always come out of the same source material.