Thomas MarcelleCEO & Co-founderA product launch on LinkedIn works when your buyers see it from several people they already read, in the same few days, each in their own words. The founder's post is the anchor; the team, customers and creators followed by your buyers carry it into feeds the company page never reaches. Below is a day-by-day plan, from two weeks before to a week after, with what each person posts. If your buyers also read X, the X launch plan uses the same structure.
How LinkedIn decides who sees your launch
LinkedIn has published how its feed ranks posts (our breakdown quotes the papers). Three points matter for a launch:
- Posts are matched to members by meaning. LinkedIn reads the post text and the author's profile and matches them with each member's profile and past activity, in and out of their network. The right author for your buyers matters more than the biggest audience.
- Attention is predicted before engagement. The ranking predicts clicks, skips and long dwells next to likes, comments and shares. A launch post people scroll past loses reach, whatever the reactions.
- Comments and shares are scored. Give readers something to react to, and stay in the comments.
The consequence: one company post will not carry a launch. Several people your buyers follow, posting about it in their own words, will.
Two weeks before (D-14 to D-8): the day, the message, the people
- Pick a working day when your team can spend the day in the comments.
- Write the one sentence. What the product does, for whom. Every post that week hangs on it.
- Make the asset. A short demo video with captions, or a document post that shows the product step by step.
- List the voices. Founders, employees, investors, customers, and creators whose followers are your buyers: same role, sector and country.
- Book creators now. They need time to try the product and write. On Naano the publication deadline you set is between 6 and 30 days, 14 by default, and the price is held once the creator accepts.
The week before (D-7 to D-1): warm up and brief
- Post about the problem, not the product. Two posts from the founder: the pain you saw, what you learned building it. It tells LinkedIn, and your readers, what the founder talks about.
- Brief everyone once. Date, the page, the one sentence, what stays private before launch, and the request: their own words, not a copied text. Ten identical posts on the same morning read as an ad.
- Approve creator drafts. On Naano, draft approval is optional; turn it on for a launch so every post is ready for the day.
- Write the founder's post. A first line that states something, short lines, the story first and the product after it, one link. Publish the company page post too, so the founder can tag it.
Launch day (D0): who posts what
- The founder publishes in the morning. The company page shares it, or publishes its own post that the founder reposts.
- The team reposts with comment in the first hours. One line each: what they built, why it matters to them. People who will not write can repost.
- Creators publish in their own words over the day. Some write a full post; others repost the founder's or the company's post with their own comment. Both put the launch in front of their followers.
- Answer every comment. Comments are scored, and a launch post with an active thread keeps travelling. Block the day.
- Ask customers and investors to comment with substance, not "congrats".
The week after (D+1 to D+7): second wave
- D+1 or D+2: the founder posts what happened (first users, a customer quote, what surprised you).
- D+3 to D+5: employees post their own angle: the engineer on how it was built, sales on the first calls.
- D+7: measure per creator. Visits, sign-ups and purchases from each tracked link tell you whom to book for the next launch.
The mistakes that sink a LinkedIn launch
- Only the company page posts. Few people follow company pages closely; people follow people.
- Everyone posts the same text. It reads as coordinated and buyers scroll past.
- "We're thrilled to announce" as the first line. It says nothing a reader can react to. State what changed for the reader.
- Buying likes, comments or "engagement pods". It breaks LinkedIn's rules and attracts the wrong audience. Book declared partnerships.
- Nobody in the comments. The launch post is a conversation for the first day.
Who does what on a LinkedIn launch
| Who | Format | When |
|---|---|---|
| Founder | The launch post, then a results post | D0 morning, D+1 or D+2 |
| Company page | Its own post or a share of the founder's | D0 |
| Employees | Reposts with comment, then their own angle | D0, D+3 to D+5 |
| Customers and investors | Comments with substance, reposts with comment | D0 |
| Creators followed by your buyers | A sponsored post, a repost or a repost with comment | Spread over D0 and D+1 |
Finding LinkedIn creators for your launch
The founder and the team only reach the people who already follow them. Creators followed by your buyers reach the rest, and finding, pricing and coordinating them is the slow part. On Naano you can book LinkedIn creators for a sponsored post they write, a repost of your launch post, or a repost with their own comment, at the price each creator sets, shown before you book. A creator who reposts is paid once Naano has found the repost on their profile. Find with AI returns up to 30 creators that fit your brief, each with a price per post, estimated reach and CPM, and each sponsored post comes with the creator's tracked link so you can compare them after launch. The 30-day creator campaign plan goes further if the launch turns into a programme.
You can run it yourself on Self-Serve for €0 per month plus each creator's price, or have the Naano team cast, brief and review for you with Managed Campaigns, a three-month programme from €3,000 per month plus a creator budget from €6,000 per month.
Should a LinkedIn launch post come from the company page or the founder?
From the founder, with the company page sharing it. People follow and read people on LinkedIn; the company page is where visitors check the product after reading the founder's post.
Is a repost with comment better than a plain repost on LinkedIn?
For the people you most want to amplify, yes. A repost with comment adds their own reason to care and reads as their post; a plain repost is fine for the rest of the team.
Where should the link go in a LinkedIn launch post?
Where it does not break the story. Many teams put it in the first comment or at the end of the post. What decides reach is whether people stop and read, so the first lines matter more than where the link sits.
How many creators should amplify a LinkedIn launch?
Three to five whose followers are your buyers is a good start when your team reviews every brief. Add more only if each new creator reaches buyers you do not already reach.
How do I measure a LinkedIn product launch?
Give each creator who writes a post a tracked link and compare visits, sign-ups and purchases per creator, next to comments and reposts. Reposts carry no link of their own, so judge them on the audience they reach.
To line up LinkedIn creators for your next launch, create a free Naano account or get a free shortlist of creators.
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CEO & Co-founder
Thomas Marcelle, CEO and co-founder of Naano, the B2B creator marketplace started in Paris in 2025, writes about creator-led growth and founder-led sales.
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