Step 1

Build the launch arc

Plan teaser, proof, reveal, availability, objection handling, and follow-up as a sequence. The catalog supplies facts, while the campaign supplies timing and narrative.

Lock price, availability, and launch-date fields close to publication and assign an owner for last-minute changes.

Do not let a changed launch date leave scheduled copy behind. Time-sensitive queues need a pause control.

Working checklist

  • Map the launch sequence
  • Lock factual fields
  • Prepare a delay message
  • Set the pause owner
Step 2

Build evergreen rotations

Group durable posts by buyer question rather than by product alone. Rotate use cases, comparisons, care guidance, bundles, and social proof.

Set minimum intervals before the same product or angle can repeat. Refresh creative even when the underlying destination remains useful.

Evergreen does not mean permanent. Pricing, packaging, policies, and customer expectations all change.

Working checklist

  • Create question-based categories
  • Set repeat intervals
  • Schedule quarterly refreshes
  • Remove expired offers
Step 3

Prevent queue collisions

Give launches priority over evergreen slots and define how displaced evergreen content returns to the queue.

Use calendar labels that make campaign ownership visible. Reserve open slots for customer stories and reactive moments.

Two individually reasonable automations can still create an unreasonable publishing pattern when they collide.

Working checklist

  • Establish priority rules
  • Reserve open capacity
  • Review weekly density
  • Cap posts per channel
Step 4

Compare outcomes fairly

Evaluate launch posts against launch goals such as waitlist growth or first-week product sessions. Evaluate evergreen posts on sustained qualified traffic and assisted conversion.

Use comparable time windows and annotate stockouts, paid amplification, and major promotions.

Do not compare a paid launch Reel with an organic evergreen image and conclude that format alone caused the difference.

Working checklist

  • Define campaign-specific KPIs
  • Annotate paid spend
  • Record stock status
  • Review by content purpose