What does “Soft Launch” mean in the context of social media?

A Soft Launch on social media refers to the quiet or indirect reveal of something new—often a relationship, business venture, or product—without a full or formal announcement. It’s a strategic move used to tease the audience or test reactions before going fully public.

This trend is especially popular when someone wants to spark curiosity or keep certain details semi-private while still sharing a glimpse with their followers.

Example

“Posted his hand in my Story… just a little soft launch for the new relationship.”

What are ways to use “Soft Launch” on social media?

You can soft launch a relationship by posting a photo of someone without tagging them, or soft launch a business by showing behind-the-scenes photos before the official reveal. It builds anticipation and keeps followers intrigued.

Brands also use soft launches to test product interest with limited releases or teaser posts before a big campaign rollout.

Pro Tip

Use soft launches to gauge audience interest or reactions before investing in a full reveal—it can help refine your message or strategy.