How to Launch a New Product on LinkedIn

Most companies launch a product on LinkedIn by posting one announcement from the company page and calling it a day. That's it. One post, maybe a few likes from employees, and then they wonder why nobody noticed.

It's a waste of the single best opportunity you have to generate awareness, leads, and credibility in one week. Here's how to actually do it right.

Personal accounts drive launches

Your company page will get a fraction of the reach that employee accounts will. This is true any day of the week, and it's especially true during a launch when you need maximum distribution.

The goal is simple: get every relevant person at the company to post about the launch from their own LinkedIn account. Different angle, different day. You're multiplying your reach across overlapping but distinct networks.

Step 1: Identify Your Launch Team

Before you write a single post, figure out who's posting. Aim for 4 to 8 people. The ideal mix:

• Founder or CEO — The vision and why-this-matters story
• Product lead or engineer — The what-we-built and how-it-works story
• Designer — The craft and user experience story
• Sales or customer success — The customer problem and feedback story
• Marketing — The broader industry context and positioning story

Each person brings a unique audience and a unique perspective. That's the whole point. You're not publishing the same announcement five times. You're telling five different stories about the same product.

Step 2: Assign Different Angles

This is where most launch strategies fall apart. Teams either let everyone write whatever they want (you get five versions of the same generic announcement) or they hand everyone identical talking points (everything reads corporate and coordinated).

Neither works. Instead, give each person a specific angle:

• Founder: "Why we built this. The problem we saw 18 months ago and why now is the right time."
• Engineer: "The hardest technical challenge we solved and what we learned building it."
• Designer: "The design decisions that shaped the UX and the tradeoffs we made."
• Sales/CS: "The customer conversations that convinced us this needed to exist. Real problems, real quotes."
• Marketing: "Where this fits in the market and why existing solutions fall short."

Each angle pulls in a different audience. The founder's post resonates with other founders and investors. The engineer's post reaches technical decision-makers. The sales post connects with buyers who feel the pain. You're casting a wide net with genuine content.

Step 3: Stagger Posts Across the Week

Don't have everyone post on launch day. I can't stress this enough. It kills your reach.

When five people from the same company all post the same day, LinkedIn's algorithm recognizes the overlap and throttles distribution. You end up competing with your own team for the same feed slots. It's self-defeating.

Spread posts across the full launch week instead:

• Monday: Founder origin story (sets the stage)
• Tuesday: Engineer deep dive (builds credibility)
• Wednesday: Official company page announcement (the formal record)
• Thursday: Designer or product lead perspective (adds dimension)
• Friday: Sales or customer success story (social proof to close the week)

Five separate shots at the algorithm, each reaching a fresh audience window.

Step 4: Coordinate Timing and Quality

Each person should post during peak LinkedIn hours — typically Tuesday through Thursday between 8 and 10 AM in their timezone, though Monday and Friday still work for launch sequences.

Quality matters more than length. Each post should be:

• Personal. Written in the employee's own voice. Not copied from a press release. If it sounds like it came from comms, rewrite it.
• Specific. Concrete details, numbers, anecdotes. "We reduced onboarding time from 3 weeks to 2 days" beats "We made onboarding faster" every single time.
• Visual when possible. A screenshot, a short demo video, a before-and-after image. These make posts stand out in the feed.

Scheduling tools like TeamPost make the coordination way easier. You can draft posts for each person, assign posting days, and make sure everything goes out at the right time without anyone forgetting.

Step 5: Amplify Each Post

Every time a team member publishes their launch post, the rest of the team should engage within the first 15 minutes:

• Like the post. Simple, but it signals the algorithm.
• Leave a substantive comment. Not "Great post!" — a real 2 to 3 sentence reaction that adds context or asks a follow-up question.
• DM relevant connections. A quick message saying "We just launched this — thought you'd find it interesting" goes way further than any repost.

This early engagement tells LinkedIn's algorithm the post is generating real interest, which triggers broader distribution.

Step 6: Follow Up After Launch Week

The launch doesn't end on Friday. The following week, share:

• Early results and metrics. "500 signups in the first 48 hours" or "Already seeing X pattern from early users."
• Customer reactions. Screenshot a DM, email, or testimonial from an early user.
• Lessons learned. What surprised you about the launch? What would you do differently?

This follow-up content extends the launch's lifespan and gives you another full week of posting material. Don't let the momentum die.

Practical Takeaways

• Use personal accounts as your primary launch channel, not the company page.
• Give each team member a unique angle — founder story, engineering deep dive, customer problem, design craft.
• Stagger posts across the full launch week, one person per day.
• Have the team engage substantively with each post within the first 15 minutes.
• Follow up the next week with results, reactions, and lessons learned.

A coordinated LinkedIn launch from 5 employees will outperform a single company page announcement every single time. Plan for it, and your next launch will reach people you didn't even know were paying attention.

Related: why employee accounts crush company pages and the first 15 minutes of a post matter most.