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.

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, a product, a book, or an event or 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

Write the announcement. One post per platform, because the lengths are different. This is the launch post. A launch cannot be scheduled without it.
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.
They write. Their words, their account, their time. You approve, ask for changes, or suggest an edit they accept or decline. You cannot rewrite.
Schedule it. One timeline. Waves keep twenty posts from landing in the same minute. A rehearsal runs the whole thing and reaches no platform.
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. This page is the shape of the job, not the buttons.