Quick answer: A product launch kit is the collection of visual assets and copy you prepare before a launch so that launch day itself is only scheduling: the Product Hunt gallery images, the social media posts for every platform, the link-preview images, and the written captions that go with each.

If that definition sounds broad, it's because the kit is defined by the job, not by a fixed file format. This post explains what goes in one, what it doesn't, and why it's usually the thing an under-resourced launch is missing.

What's in a launch kit

A complete kit for an indie or small-team product contains four groups.

1. The launch-platform assets

Product Hunt is the common one: a 240 × 240 px thumbnail, two or more 1270 × 760 px gallery images, and the maker's first comment, which is written in advance. The full requirements and gallery sequencing are in the Product Hunt launch asset checklist.

If you launch on other directories, Hacker News, or a community board, each gets its own text asset, usually drafted rather than designed.

2. The social media visuals

One set of images recomposed for each platform:

  • X: 1200 × 675 hero, plus comparison and detail cards.
  • LinkedIn: a 1200 × 627 post image and a document carousel (PDF, 3–10 cards).
  • Instagram: a 1080 × 1080 square or 1080 × 1350 portrait post, plus 1080 × 1920 story images.
  • Pinterest: 1000 × 1500 portrait pins.
  • RedNote: 1080 × 1440 images.

The full pixel list lives in the 2026 social media image sizes table.

3. The written content

Captions per platform, because the same card can't carry the same text on X (280 characters) and LinkedIn (3,000). A good kit includes:

  • A short launch post per platform.
  • A teaser for the day before.
  • A maker's first comment.
  • A carousel or announcement for the day after.
  • Email or community announcement text if you use those channels.

The Open Graph image (1200 × 630) so shared links render a proper card, the product screenshot set used inside the gallery, and any demo or short video you can produce. If you have real metrics, they're written down with the source; if you don't, the kit says so rather than inventing them.

What a launch kit isn't

It isn't a brand kit. A brand kit is logos, colors, type, and guidelines; a launch kit is the content those guidelines produce for a specific event. You can build a launch kit without a formal brand kit.

It isn't a media kit either. Press or influencer kits target someone who will write about you and include company background, founder bios, and logo files. A launch kit targets you, on the day you post.

And it isn't a marketing plan. The plan tells you when and where; the kit is the actual files and text.

Why it matters for small teams

The reason launch week is painful is not design skill. It's context switching. Every hour, the founder is switching between writing a caption, resizing an image, checking an upload limit, and answering a question. The kit front-loads all of that into one session where the product is fresh in mind, so the week becomes scheduling and replying.

The cheapest, most common mistake is treating the announcement as a single post. One announcement becomes a week of angles: the problem, the launch, the how-it-works, the comparison, the detail, the proof, the recap. The one-announcement-to-a-week framework walks through that schedule.

How a kit is built

  1. Start from one product description: what it is, who it's for, the outcome, and a few concrete facts.
  2. Choose the platforms you're actually active on.
  3. Produce the visuals at each platform's native size.
  4. Write the per-platform captions.
  5. Sequence the assets in posting order.
  6. Check the links, previews, and dimensions.

Step 3 is what Neatico automates: the Product Launch Kit takes the product description and generates multiple angles at the correct dimensions with captions, and the presentation generator covers the investor and sales decks if the launch needs one.

Frequently asked questions

How long does a launch kit take to make? Done manually with templates, most of a day. Built from one description with a generator, under an hour of review time.

Does a launch kit need a video? No. Around half of Product of the Day launches include video, but the static gallery and social set come first. Only add a video after the images are solid.

How many images should be in the kit? For three platforms plus Product Hunt, expect 10–15 files: one hero, several angle cards, the carousel, and the OG image. The count matters less than every angle having a purpose.

Can the same image be used on every platform? You can post square everywhere, but it underfills wide timelines and portrait feeds. A real kit recomposes the same layout for each ratio.

When should the kit be finished? At least two days before launch. Anything produced after midnight on launch day is the thing that goes wrong.

If you're preparing your own, start with the gallery images and the OG image; those are the two surfaces that can't be fixed by a later edit.