# New product announcement posts that make people look [Canonical HTML page](https://gradiently.design/guide/new-product-announcement) Most launch posts bury the product under adjectives. A good one shows the thing, names it, says when, and tells people what to do next, in that order. ## The short version - A new product announcement post works when it shows four things in a fixed order: the product, its name, the date it is available and one next step. - The product should take up most of the frame, because people decide whether to stop scrolling before they read a word. - Announcement headlines work best when they are short and plain, such as the product name followed by one line about what it does. - A launch usually runs as a sequence of posts: a teaser, the reveal on launch day, a detail post and a reminder before stock or an offer runs out. - Design the announcement once and render it at every size you need, so the feed post, story and banner all look like the same launch. 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](https://gradiently.design/guide/visual-hierarchy), applied to a launch. | Part | What it does | How big | Example | | --- | --- | --- | --- | | Hero | Shows the product itself | 50 to 70% of the frame | The bottle, the app screen, the new pastry | | Name | Tells people what to call it | The largest type | Field Jacket 02 | | Date | Says when, so they can act | Second line, clearly set | Available Thursday 8 October | | Next step | One action, nothing else | Small, but high contrast | Link in bio · Preorder now | The order matters more than the exact sizes. If the date is bigger than the name, readers learn when before they learn what. 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. Portrait product announcement post with the label New, the product name Field Jacket 02 and a launch date line The feed version: name large, date and next step on one quiet line underneath. Vertical story announcing a new oat latte with an eyebrow saying on the menu from today A café's story version: the headline is the announcement, the detail line answers where and how long. ## 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](https://gradiently.design/guide/coming-soon-post), which is a different job. > **One call to action** "Shop now, follow for more, tag a friend and turn on notifications" asks for four things and gets none. Pick the single action that moves the launch forward and put only that on the image. ## 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. **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](https://gradiently.design/guide/countdown-post-design) works well in stories. 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. **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. **Proof, later in the week** The first real customer photos or reviews, shared with permission. [Testimonial posts](https://gradiently.design/guide/testimonial-post-design) covers how to design them. 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. - Instagram post 1080×1350: 1080 × 1350 - Story 1080×1920: 1080 × 1920 - LinkedIn post 1200×1200: 1200 × 1200 - Website hero 1920×1080: 1920 × 1080 - Email header 1200×600: 1200 × 600 Five formats for one launch, to scale. The wide ones need the hero and the words side by side rather than stacked. 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](https://gradiently.design/guide/launch-day-graphics) goes further into a full launch kit, and [social media image sizes](https://gradiently.design/guide/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. ### Avoid - "NEW" in a starburst, again - Features listed on the image - Product small, logo large - A different style for each launch - "Coming soon" with no date ### Do - The product filling most of the frame - Name large, date clear, one action - Details saved for the caption and carousel - The same background and type every launch - A real date, written in words 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. ## FAQ ### What should a new product announcement post include? The product as the main image, its name, the date it is available and one call to action. Features and story go in the caption. ### What do you write in a new product announcement? Keep the words on the image short: the product name plus one line about what it does or when it arrives, such as "The Studio Tote. Out Friday." ### How many posts should a product launch have? A simple sequence is a teaser, the reveal on launch day, a detail carousel, a proof post with customer photos and, only if something ends, a reminder. ### What size should a product announcement post be? Use 1080×1350 for an Instagram feed post and 1080×1920 for stories. Design the portrait post first, then adapt it for wider formats. ### Should I say coming soon or give a date? Give a date whenever you have one. A date tells people when to come back; "coming soon" on its own gives them nothing to act on.