How often do you launch your product?
by•
Some founders launch their product once and then focus entirely on building and growing it. Other approach is to treat every major update as another opportunity to launch. A new MCP server, a Business or Agency plan, or even a new integration can all be reasons to put the product in front of people again.
I can see the logic behind both approaches. Launching once lets you focus on the product, but launching regularly gives you more chances to reach new audiences.
What's your approach? Do you launch once and move on, or do you relaunch whenever you ship something meaningful? And how do you decide when an update is big enough to deserve its own launch?
46 views
Replies
We just finished launching. We are considering both options.
I think it depends on the type of product you have and the audience/community you've built around it.
I'm really looking forward to reading more replies in this thread and learning from them.
@knolladrian Honestly, I think both approaches work. But more than anything, it comes down to resources.
I've hunted quite a few products, and I've noticed that bigger companies launch on Product Hunt every few weeks. The reason is simple: Product Hunt is just one of dozens of marketing channels for them. What matters is showing up, having a strong launch, and staying visible. And if someone sees their product for the 10th time in four months, that's actually a huge plus for them.
For smaller teams, it's a different story. First, building takes longer. Second, getting 1,000 signups from a single launch can be a big win for them. But the second launch usually gets less attention. The third even less. And so on.
That means fewer signups with each launch. So launching every few days or weeks can actually work against them.
There's also the pace of development. Bigger companies are constantly shipping new features, while smaller teams need much more time to build and release something worth launching (еven with AI).
@byalexai what would you recommend for a small team like us?
I mean, turning every feature into a launch, with no brand name, is probably a recipe for a bust.
What about using our Product Hunt company forum? Meaning, trying to get the attention of the followers and audiences we already have?
@knolladrian I'd use the Product Hunt forum for content, mainly because of LLM visibility (ChatGPT/Claude/Perplexity/Gemini love the PH and PH forums). But I wouldn't overdo it, for the same reason. You either need to keep your audience interested, or you risk training them to skip your posts.
If you're in the early stages, I'd go for two launches. The first would introduce the product. The second, 2–3 months later, would highlight a new feature that's genuinely interesting to the Product Hunt audience.
If the second launch also generates significant interest, I'd keep that cadence and launch every 2–3 months.
But if the second launch doesn't generate much interest, I'd wait 5–6 months before launching again.
The idea is that every launch should generate meaningful traction. Otherwise, I'd rather launch less frequently but make each launch count.
@byalexai this is gold! appreciate your support and knowledge sharing :)
Great question! I'm no expert here. I'm brand new and still testing the waters, with my first launch this Tuesday. 😄
But I agree with you to an extent. Launching once lets you focus on the product, while each launch puts you in front of people who missed you the first time. For now, my plan is to come back with every major version rather than every update, since a big release is a genuinely new story worth telling.