Quick answer: LinkedIn truncates a post after the first two to three lines. The rest of the launch only gets read if the first two lines work. This is why LinkedIn launch posts are written from the top down, with the human story in front and the link at the end.

The structure

1. The hook (first two lines). The problem, the observation, or the personal statement. Written in the first person.

2. The context. A paragraph explaining why you built it and the situation the user is in.

3. The product. One or two sentences on what it does, or a short set of bullet points.

4. The honest note. The limitation, the early-stage state, or the trade-off. Trust and credibility do most of the work on LinkedIn.

5. The CTA. The link and a specific ask.

The skeleton

[Hook in two lines: the problem or the why.]

[One paragraph: the situation, the story, the reason.]

[Product] does [what it does].

- [Bullet 1: the first job]
- [Bullet 2: the second job]
- [Bullet 3: the honest scope]

[One line: who it's for and what's next.]

[Link]
[3–5 hashtags]

Length

  • The first two lines should be complete and self-sufficient.
  • The whole post runs 150–300 words for a launch; longer than that is a document, not a feed post.
  • The full platform limit is 3,000 characters, but the long-form material belongs in the document carousel.

Voice and tone

Write like a founder talking to a colleague, not a company announcing.

  • First person, real sentences.
  • "We're shipping" instead of "We're thrilled to announce."
  • Name the problem in the customer's words.
  • Keep the technical detail if the audience is technical; keep it concrete if it isn't.

The broadcast tone and the hashtags wall are the two quickest tells that a post is an ad.

  • A 1200 × 627 post image, or the PDF carousel.
  • The link can stay in the caption; LinkedIn keeps link-bearing posts visible.
  • If the post links to a landing page, the 1200 × 630 Open Graph card pulls automatically, so the page's OG image matters.

The dimensions are in the LinkedIn image size guide.

The launch arc

The launch post is one of four LinkedIn pieces: the teaser, the launch post, the carousel, and the recap. The LinkedIn launch guide sequences them.

What to avoid

  • "Excited to announce" openings.
  • Emoji-heavy bullets; at most one or two in a professional post.
  • No image or link; the post is easier to scroll past.
  • The same template posted from multiple employees. If teammates post, each has their own story.

Frequently asked questions

How long is a LinkedIn launch post? 150–300 words, with the first two lines readable without the "see more" click.

Does the founder post or the company page? The founder's personal profile first; the company page carries the official version.

Can the same post go on X? No, the shape is different. X is 280 characters and one image; LinkedIn is narrative and optional carousel.

Should the post be a personal story or a product post? Both; the personal story is the first half, and the product is the second half.

How many hashtags? Three to five.

Open with the problem in the customer's words, and finish the first paragraph before mentioning the product name.