hard launch

Meaning

In internet slang, a 'hard launch' means posting a clear, unambiguous photo of a new romantic partner on social media to officially announce the relationship. It stands in contrast to a 'soft launch,' where someone only posts subtle clues—like a photo of two coffee cups or an unidentified hand—to hint that they are dating someone.

Examples

• After months of keeping it quiet, she finally did a hard launch by posting a photo of them at a wedding.

  After months of keeping it quiet, she finally did a hard launch by posting a photo of them at a wedding.

• Are you going to soft launch him with a hand photo, or just go straight for the hard launch?

  Are you going to soft launch him with a hand photo, or just go straight for the hard launch?

• His hard launch shocked everyone because nobody even knew he was dating anyone.

  His hard launch shocked everyone because nobody even knew he was dating anyone.

• They decided to hard launch their relationship on Instagram on New Year's Eve.

  They decided to hard launch their relationship on Instagram on New Year's Eve.

• A selfie of the two of you kissing is definitely a hard launch, not a soft launch.

  A selfie of the two of you kissing is definitely a hard launch, not a soft launch.

Common Mistakes

• ✗ I hard launched my new shoes on Instagram today.

  ✓ I showed off my new shoes on Instagram today.

  While 'hard launch' is occasionally used humorously for other life updates, it is almost exclusively used in casual English to describe revealing a new romantic partner.

• ✗ They hard launched last week but they are still keeping their partner's face a secret.

  ✓ They soft launched last week by keeping their partner's face a secret.

  A 'hard launch' requires making the relationship completely obvious, usually by showing the partner's face. Keeping it mysterious is a 'soft launch.'

Related Expressions

Practice

• Posting a clear photo of your boyfriend on your main feed is considered a ___.

  💡 It is the opposite of a subtle, mysterious hint.

  Show answer

  hard launch

• Instead of hinting at his new relationship, he decided to ___ it with a holiday photo album.

  💡 To officially and clearly reveal a relationship online.

  Show answer

  hard launch