Launch campaign: how to plan a new product launch on social media

A launch campaign is a plan for the weeks around the day a new product or brand goes on sale. To plan a product launch on social media, work backwards from the date: get your account ready four weeks before, work with creators and show previews in the weeks before, post and go live on the day, and answer people and learn for two weeks after.

Published 19 October 2026 · Written by the Celebrity Assistant team

This guide is for small brands, shops and artists in Thailand who have a launch date coming: a new product, a new brand, or merch for your fans. Many small teams plan the product carefully and then have little time left for social media, and that is completely normal. With a simple timeline, you can make sure people see your account at its best on the day it matters most.

What is a launch campaign?

A launch campaign is a set of posts, partners and ads, planned around one date. It has three parts: before the launch, when you make people curious; the launch day, when you tell everyone it is here; and after the launch, when you answer questions and show real customers. Each part needs different posts, so it helps to plan them on one page.

This guide is about a product or a brand. If you are an artist with a new song, a concert or a comeback, the steps are a little different, and we explain where to look further down.

How to plan a product launch on social media, step by step

Write your launch date at the top of a page. Then plan backwards from that date, using the steps below.

1. Four weeks before: get your account ready

• Choose one or two platforms. Put most of your time where your customers already are, for example Facebook and Instagram for many shops, or TikTok for a younger audience.
• Check your profile. Use a clear logo or photo, a bio that says what you sell, and a link that works. Add your LINE, phone number and opening hours if you have a shop.
• Make a small bank of posts. Take photos and short videos of the product, how it is made, and the people behind it. Then you are not making everything in the last week.
• Make a list of creators. Write down 5 to 10 creators whose followers would like your product. Look at their recent posts and comments, not only the number of followers.

2. Two to three weeks before: talk to creators and check the rules

Contact the creators on your list and agree everything in writing: what they post, when, on which platform, and what they get. Send the product early, so they have time to use it and make an honest video.

Tell every creator that the post must be labelled. Meta defines branded content as content that features or is influenced by a business partner “for an exchange of value, such as monetary payment or free gifts”. On Facebook and Instagram, creators must use the branded content tool and tag your brand. On TikTok, creators “must turn on the commercial content disclosure setting” when a post promotes a brand, product or service. A free product counts as value, so the label is needed even when you do not pay money.

3. The week before: show previews

Post a few short previews: a close-up of the product, a part of the packaging, or a question to your followers. Tell people the launch date in every post. Pin one post to the top of your profile with the date and where to buy.

If you plan to use ads, decide your budget now. On a Facebook Page you can boost a post and choose the goal, the audience, the duration and a daily budget. Meta explains that a daily budget is an average over a week, and that it may spend up to 75% more on some days and less on others. A lifetime budget is a hard cap for the whole campaign. If you want a firm limit for your launch, a lifetime budget is easier to control.

4. Launch day: post everywhere and be there

• Post on every platform you chose, at the time your customers are usually online. Your insights show when that is.
• Go live if your account can, and show the product in use. Answer questions by name during the live.
• Answer every comment and message in the first hours. A fast answer helps a person who is ready to decide.
• Make buying easy. Put the same link or LINE contact in your bio, in the post and in the first comment.

5. Two weeks after: answer, share and learn

Share posts from real customers, but ask them first. Keep answering questions, because some people need a few days before they decide. At the end of the two weeks, write down which posts brought the most visitors and questions, which creators worked well, and what you would change. That page will make your next launch much easier.

Rules to check before you promote a new product

Some products have extra rules, and it is much easier to check them before the launch than to change posts afterwards.

• Food, drugs, cosmetics and health products. Thailand’s Food and Drug Administration (อย.) gives out advertising licences, and its website has a search for them. Before you post or ask creators to review a product like this, please check with อย. if your ads need approval.
• Products Meta does not allow in branded content. Meta’s list includes tobacco and e-cigarettes, unsafe supplements, weapons and multilevel marketing.
• Products with an age limit. Meta says branded content about cosmetic procedures and weight loss must be shown only to people aged 18 or older. Branded content about alcohol has an age limit of 20 in Thailand.

Your launch campaign timeline at a glance

When	What to do	How you know it is done
4 weeks before	Profile ready, posts prepared, list of creators	Bio and link work, 10 or more posts ready
2 to 3 weeks before	Creators agreed in writing, product sent, rules checked	Every creator knows the date and the label
The week before	Previews, pinned post, ad budget	The date is in every post
Launch day	Posts everywhere, live, fast answers	Every comment has an answer
2 weeks after	Customer posts, answers, notes for next time	One page of lessons written down

Ways to get attention for a launch compared

Way	Cost	Speed	What you do	What you get	Good for
Your own posts and lives	0 THB	Slow at first	Plan, film and post, answer people	Customers who know your brand	Every launch
Creators with a label	Product or a fee you agree	On the dates you agree	Find creators, send the product, agree in writing	Their followers see your product	Products people like to see in use
Meta ads (boost or Ads Manager)	You choose a budget	Fast while the ad runs	Choose a post, a goal, an audience and a budget	New people see your post	Launch week and the days after
An order from a growth service	Price shown before you pay	Spread over days	Send the link to your page or event	A page or event that looks active to new visitors	A new page that looks empty. Meta’s rules do not allow paid likes, shares or follows.

If you do not want to wait, you can see our work on your own account first, with a free trial. Start the free trial

Common mistakes in a product launch, and what usually helps

• Starting on launch day. If nobody knows the date, the first post reaches few people. What usually helps instead: start previews at least one week before.
• Choosing creators only by follower number. A big number does not show if their followers care about your product. What usually helps instead: read their recent comments and choose creators whose followers match your customers.
• Forgetting the label. A post without a label can break platform rules. What usually helps instead: write the label into the agreement with every creator.
• Nobody answers messages on the day. A question without an answer can mean a lost customer. What usually helps instead: plan who answers comments and messages, hour by hour.

For artists: a new song or merch

If your launch is a new song, the same timeline works, but the posts are different: parts of the song, the story behind it, and videos that fans can make with your sound. When you launch merch, show it at your shows and in your music videos as well. For the week of a release, our package Your release week shows what we add to your account, and our page about music promotion in Thailand explains it in more detail.

Your next step for a launch

You can plan and run a launch on your own with the steps above. If your page is new and looks empty, we can help it look active when visitors arrive. Our page about social media launch support for brands shows our packages for businesses, including one for an event or opening. We add everything a little at a time, and we never post on your page. Meta’s published rules do not allow paid likes, shares or follows, and we want you to know this before you decide. We cannot promise more sales, because that depends on your product and your offer. You are always welcome to ask us anything on LINE.

The shortcut: see it work on your own account first

Everything in this guide works, and it costs nothing. It also takes time, and that is completely normal.

If you want your account to look established sooner, we can help on TikTok, Instagram, Facebook and YouTube. The published rules of these platforms do not allow paid followers, likes or views, so we want you to know this before you decide. Nobody logs in to your account, and your order is private and confidential.

Try it first: our free trial is a small order on your own account, with no card and no password.

Start the free trial See For Visual Businesses

You are always welcome to ask us anything on LINE.