The product launch plan, ten days out
T−10: pick the carriers
Select accounts on median post performance and audience overlap with your buyer, never follower count, which is the least predictive number available. An account with 40k followers whose posts typically do 60k views is worth more than one with 400k whose posts do 8k. Averages mislead too; one viral outlier distorts them.
T−7: send the brief
Each carrier gets context and an angle. They write the post.
Identical posts across five accounts are identified as a paid campaign within seconds, and the negative signals that follow are heavily weighted. Different hooks, different framings, same window.
T−5: build the asset
A screen recording of the product doing something surprising beats a produced film for most technical launches, polish reads as marketing, raw reads as real. If you have no video at all, a context-rich article works: one recent founder-led launch ran on an article alone and did 1.1M views.
T−2: warm the account
Post something related. An account that posted yesterday has a live audience; one waking from three weeks of silence is competing against its own dormancy.
T−1: lock exclusivity
Carriers should be restricted from posting a direct competitor inside a window around your date. Without that, your launch and a rival's can share the same five feeds in the same week, halving both.
