FREE TEMPLATE

Product launch checklist for social media

A product launch checklist for social media lists every task from four weeks before launch to two weeks after, with who owns it, which platform it's for and whether it's done. This one is filled in for a fictional homeware shop launching a candle range, with a second sheet for the launch posts themselves and their tracked links.

Free, no signup · Updated · Opens in Excel, Google Sheets or Numbers

Download

In Google Sheets: File, Import, Upload, then pick the CSV.

What's inside

  • Twenty-six tasks across six stages: four weeks before, two weeks before, one week before, launch day, week one and week two after
  • Owner, platform, done and notes columns, so nothing depends on one person's memory
  • A launch posts sheet with dates, formats, the post itself and a UTM-tagged link for each
  • A filled example for a fictional homeware shop and blank CSVs for your own launch

How to use it

  1. Set the launch date first, then put it at the top of your copy and work backwards.
  2. Delete tasks that don't fit and add any your product needs, such as samples for creators or stock photos.
  3. Give every task one owner. 'Everyone' means nobody.
  4. Build every launch link with UTM parameters so you can see which platform sent orders.
  5. Fill the launch posts sheet and get the posts approved at least a week before launch day.
  6. Check the list at the same time every week, and every day in launch week.
  7. Two weeks after launch, fill the review task while it's fresh, and save the sheet for next time.

Preview: Launch checklist

A filled example for a made-up small business, first 8 of 26 rows.

WhenTaskOwnerPlatformDoneNotes
4 weeks beforeFix the launch date, price and how many you'll have in stockMaran/aYesThursday 12 November 2026 (example)
4 weeks beforeWrite one sentence on who the product is for and why nowMaran/aYesGift-ready candles for people who hate strong scents
4 weeks beforeSet up the product page and check it works on a phoneJoshWebsiteYes
4 weeks beforeBook the product photo and video shootMaraAllYesFlat lays, hands lighting a candle, shelf shots
4 weeks beforeDecide platforms and the number of posts per platformMaraAllYesInstagram, Facebook, Pinterest, TikTok
2 weeks beforeFirst teaser: behind the scenes of pouring candles, no product name yetJoshInstagram, TikTokYes
2 weeks beforeOpen a 'tell me when it's live' email sign-up and link it from your profilesJoshInstagram, FacebookYes
2 weeks beforeBuild UTM links for every launch postJoshAllYesCampaign name: candle-launch

Preview: Launch posts

A filled example for a made-up small business.

DatePlatformFormatPostLinkStatus
29 OctInstagramReelPouring wax at the kitchen table, caption: something new is comingNone (teaser)Published
29 OctTikTokVideoSame pour, filmed vertically, with the sound of the pourNone (teaser)Published
5 NovInstagramCarouselFour scents, one per slide, names and one line eachpebbleandthread.example/candles?utm_source=instagram&utm_medium=social&utm_campaign=candle-launchScheduled
12 NovInstagramCarouselIt's here: four candles, price, how to orderpebbleandthread.example/candles?utm_source=instagram&utm_medium=social&utm_campaign=candle-launchScheduled
12 NovFacebookSingle imageIt's here: the range on the shelf, price and linkpebbleandthread.example/candles?utm_source=facebook&utm_medium=social&utm_campaign=candle-launchScheduled
12 NovPinterestPinEach scent as its own pin with a product linkpebbleandthread.example/candles?utm_source=pinterest&utm_medium=social&utm_campaign=candle-launchScheduled
12 NovTikTokVideoLighting all four in a row, then the price on screenProfile linkScheduled
19 NovInstagramReelGetting an even burn the first timepebbleandthread.example/candles?utm_source=instagram&utm_medium=social&utm_campaign=candle-launchDraft

Tips

  • Teasers work best when they show something real, like the making of the product. 'Something big is coming' with nothing to look at gets scrolled past.
  • Get every launch post approved a week early. Launch day is for replying to people, not writing captions.
  • If anyone is gifted the product to post about it, agree upfront that they will label the post as an ad.
  • Pebble & Thread, its dates and its links are made up for this example; the .example web address is reserved for examples and doesn't go anywhere.
  • Keep launch posts under review even if you automate everyday content. In Zolyp, you can hand routine pillars to Autopilot while offers and launches stay under your approval.

Common questions

How far ahead should I start planning a product launch on social media?

Four weeks suits most small launches: enough time for photos, a couple of teasers and approved posts, without the audience losing interest. A bigger launch with stockists or creators may need longer.

How many posts should a launch include?

Enough to cover the stages: one or two teasers, a launch post per platform, then two or three follow-ups in the fortnight after, such as customer photos and a how-to. Quality matters more than volume.

How do I know which platform sold the most?

Put a UTM-tagged link in every launch post, with a different source for each platform. Your website analytics can then show visits and, if set up, orders by platform.

Is the example a real shop?

No. Pebble & Thread, the names and the dates are made up to show what a filled checklist looks like.

Related

More free templates