Nobody reads your launch post, and that is fine
You will spend three weeks on the launch. It will go out on a Tuesday. Eleven people will like it, two of whom are your investors, and by Thursday you will be quietly devastated.
This is normal and it is not a sign that the product is wrong.
What a launch actually is
A launch is not a moment of discovery for your audience. It is a permission slip for people who already half knew about you to pay attention now. That is genuinely useful, and it is much smaller than what founders imagine they are buying.
Very few people find out about a company on launch day. They find out on the fourth or fifth time they encounter it, which might be months later, and the launch post is simply one of those encounters.
Which changes what you optimise
If the launch is one touch of five, then:
- The post does not need to explain everything. It needs to be clear about one thing.
- The day matters much less than people think. Stop agonising over Tuesday against Wednesday.
- The follow up matters more than the launch. What you publish in the six weeks after is what turns the half-knowers into users.
The thing that does move the needle
Individual messages. Before you post publicly, send thirty personal notes to people who should genuinely care, each one written for them.
That is unglamorous, it does not scale, and it will outperform the public post by an order of magnitude. Every time. The public post is for the people you could not write to.
Give it a reason to be looked at twice
One number, one screenshot, or one strong claim you are prepared to defend. Launch posts that just announce existence have nothing for anyone to react to, and reactions are the only distribution you get for free.
"We are live" is not a reason. "We looked at 200 events and 74 of them never said who the event was for" is a reason.
Afterwards
Do not judge it on day one. Look again in three weeks and count the conversations that started with "I saw your launch". That number is usually several times the engagement count, and it arrives slowly. Founders conclude on the Thursday that the launch failed.