# How do I run a launch that is not a product?

Any moment with people around it is a launch: write the announcement, invite them by email, let them write in their own words, approve, and publish on one schedule.

Source: https://launchgenius.app/use-cases/organizer-guide
Last updated: 2026-08-27

You are the person who has a date and a crowd. An album. A show. A drop.
A season premiere. A store opening. The job is one sentence: get the
people who already care posting at the moment it happens, in their own
words, on one schedule you can see.

LaunchGenius does not have an album mode or a show mode. There is a
launch: a moment, an announcement, a roster, and their posts. The same
shape as a product launch, with a different cast.

If your case is more specific, start on its own page:
[podcast guests](/use-cases/podcast-guests), a
[product](/use-cases/product-launch), a [book](/use-cases/book-launch),
or an [event or show](/use-cases/event-show). This page is the general
version.

## What counts as a launch

A moment other people will talk about, and a list of those people. That
is the whole test. If you would otherwise send a group text and hope,
it is a launch.

The launch moment is T-0: the instant the announcement goes out, and the
time everything else is scheduled around. For an album it is midnight.
For a show it is doors. For a drop it is the second the link works.

## Who gets invited

Whoever has a reason to post, grouped by why, not by how important they
are. The product calls those groups cohorts. A cohort is a label and a
default window, never a permission. The built-in ones and their usual
waves:

| Cohort | Usual wave |
|---|---|
| Team | 2–30 minutes after T-0 |
| Collaborator | 10 minutes to 1 hour after T-0 |
| Guest | 15 minutes to 2 hours after T-0 |
| Customer | 30 minutes to 3 hours after T-0 |
| Advocate | 30 minutes to 3 hours after T-0 |
| Creator | 1–24 hours after T-0 |
| Investor | 2–6 hours after T-0 |
| Partner | 2–6 hours after T-0 |

Pick the label that matches the relationship. A featured artist on an
album is a collaborator. A fan who pre-ordered is a customer or an
advocate. A guest on the bill is a guest. A venue or a label is a
partner. You can rename a label; you can also invite one person by
email with no cohort set up first.

## How the run of show works

1. **Write the announcement.** One post per platform, because the lengths
   are different. This is the launch post. A launch cannot be scheduled
   without it.
2. **Invite people.** A link per group, or one person by email with the
   kit attached. An email address is the whole requirement on their
   side.
3. **They write.** Their words, their account, their time. You approve,
   ask for changes, or suggest an edit they accept or decline. You
   cannot rewrite.
4. **Schedule it.** One timeline. Waves keep twenty posts from landing
   in the same minute. A rehearsal runs the whole thing and reaches no
   platform.
5. **Watch it.** The command center shows what has published, what is
   waiting, and what needs a person.

Set a destination URL if there is a place the posts should send people.
Each person gets a tracked link of their own.

## What they receive

The page they open says what saying yes costs, in one line. Then:

- the announcement they are backing
- the brief, if you wrote one
- up to four clips, a quotable line, and your note, if you attached
  them
- a composer that looks like the platform they will post to

Connecting an account is optional. Connected, the post publishes at the
time they picked. Not connected, they get a message at that time with
the text, the file, and a link that opens the platform's own composer.
They post it and press "I posted it". A second reminder follows if they
do not confirm.

## What already works

Invite by email. They write their own words. You approve. One schedule,
across 11 networks: X, LinkedIn, Instagram, TikTok, YouTube, Threads, Facebook, Slack, Discord, Telegram and Bluesky. Automatic
where the network allows it; handed back at the scheduled time where it
does not. Nothing publishes twice, and nothing publishes without the
author's approval.

A workspace that has never paid can let
10 people join and write. Scheduling the
launch is the paid step, and the only one.

The click-by-click of the composer, the roster and the review queue is
in the [how-to for organizers](/help/organizer-guide). This page is the
shape of the job, not the buttons.