How often do you launch your product?
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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?
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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).
For me, a second launch needs a distinct story, not just another release number. A new audience or a capability that changes what people can do is worth putting in front of people again. Smaller updates can stay in the changelog. A preview and a stable release can be separate moments too, as long as it is clear what each one means.
@khoerul_anwar1 totally agree. You should be really strategic with your launch.