New product announcement posts that make people look

A new product announcement post that makes people look does four jobs, in this order: it shows the product as the hero, it names it, it says when people can have it, and it gives one clear next step. Everything else is optional. If a stranger glances at your post for a second and can say what the thing is and when it arrives, the post has worked. If they can only say "something new, apparently", it hasn't.

The four parts of a new product announcement

Think of the post as a stack. The eye reads the biggest thing first, then the next biggest, so size each part by how much it matters. This is ordinary visual hierarchy, applied to a launch.

Notice what is not in the stack: a list of features, a paragraph of origin story, five hashtags laid over the image. Those belong in the caption, where people who are already interested will read them.

How to write the announcement copy

The words on the image should survive being read in under two seconds. That rules out clever puns that need context and long benefit statements. Plain beats clever on the image; save the personality for the caption and the stories that follow.

• Name plus job: "Night Serum. Repairs while you sleep."
• Name plus date: "The Studio Tote. Out Friday."
• Plain news: "Our new oat latte is here."
• The answer to a request: "You asked for a larger size. Here it is."
• What changed: "Version 2: twice the battery, same weight." Only if it is true and measured.

Write the date as people say it: "Thursday 8 October", not "08/10", which readers in the US take as 10 August. If the product is available now, say "Out now" or "Available today"; "coming soon" with no date is a coming soon post, which is a different job.

A posting sequence for launch week

One announcement post is easy to miss. A short sequence gives followers several chances to see it without anyone feeling shouted at. Each post below has its own job, and each one reuses the same look so they read as one launch.

1. 1

   Teaser, a few days before

   A crop, a silhouette or a single detail, with the date. It builds a little curiosity and tells people when to come back. A countdown post works well in stories.

2. 2

   The reveal, launch morning

   The full announcement: hero, name, date, next step. This is the post you pin to the top of your profile for the week.

3. 3

   The detail post, a day or two later

   A carousel showing the product closer: materials, sizes, how it is used. People who saw the reveal and wondered now get answers.

4. 4

   Proof, later in the week

   The first real customer photos or reviews, shared with permission. Testimonial posts covers how to design them.

5. 5

   The reminder

   Only if something genuinely ends: a launch offer, a limited run, a preorder window. Say exactly when it ends.

Sizes for every place you announce

A launch rarely lives in one place. The same announcement usually goes to the feed, stories, a website banner and an email. Design the portrait post first, because it is the strictest about space, then adapt it.

Don't crop one image into all five. A tall post cropped to a 2:1 email header loses either the product or the name. Lay each one out afresh so the hero and the name both survive. Product launch graphics goes further into a full launch kit, and social media image sizes lists every format.

Make the launch look like yours

Launch posts tend to look alike because they start from the same templates: a product photo on white, a bold sans serif "NEW", a burst shape. The fastest way to stand apart is a background and type that belong only to you and appear on every launch you ever do, so people recognise the post before they read it.

In Gradiently, the background is a Mark: a living gradient and material that nobody else can export once you have claimed it. The Mark makes room behind your words, so the name and date stay readable wherever the product photo sits, and with Pro you can resize the reveal to every format in one step. If you'd rather start from a sentence, the Designer will write the announcement lines and lay out the sizes for you.