If you’ve ever thought launching had to look like a huge production — multiple masterclasses, endless emails, a big team working behind the scenes — you’re not alone. Many of us have learned to equate “launching” with stress, overwhelm, and burnout.

But here’s the truth: you don’t need a massive launch to make sales.

In this article, I’m sharing insights from my conversation with launch strategist Brittany Roberts about how you can turn Instagram into your best launch tool. Whether you’re launching your first course or relaunching a signature program, Instagram offers simple, creative ways to connect with your audience and make sales — without the hustle.

Why Use Instagram for Your Launch?

Most entrepreneurs put social media at the very bottom of their launch checklist. They set up the sales page, schedule the emails, and plan the masterclass… and only at the last minute post something on Instagram.

That’s a mistake.

Here’s why Instagram is one of the most powerful platforms for launching:

Your warmest audience is already there. The people who watch your Stories and engage with your posts are often your most ready-to-buy leads.

It doesn’t require a huge ad budget. Organic strategies can be enough to drive sales.

It builds trust in real time. People get to see you, your energy, and your personality — something a sales page alone can’t deliver.

It’s flexible. You can adjust your content and messaging as you go, based on what’s resonating with your audience.

When you think of Instagram not as an “extra” channel but as a core part of your launch strategy, you start to unlock its full potential.

Instagram Launch Strategies You Can Use Right Now

So, how do you actually use Instagram to launch a course, program, or digital offer? Brittany shared some practical strategies that work, no matter your audience size.

#1 Use Stories to Nurture Your Warmest Leads

Stories are where your most engaged followers hang out. They’re already familiar with you and are more likely to buy. Use Stories to:

• Share behind-the-scenes of your launch prep
• Show quick previews of your offer or masterclass
• Answer common questions about your program
• Share personal glimpses that build connection

Think of Stories less as “content creation” and more as “content documentation.” They’re fleeting, casual, and the perfect way to keep your audience close.

#2 Try Close Friends Stories for Exclusive Launch Events

One of Brittany’s most creative experiments was delivering an entire three-day training series through Instagram Close Friends stories. Here’s why it worked so well:

• People had to *opt-in* to join the Close Friends list, creating exclusivity.
• The bite-sized format made it easy to follow along without committing to a Zoom time.
• Engagement was high — participants could watch on their own time, interact with polls, and DM questions.
• At the end, Brittany sold out her program directly from Stories — no webinars or emails required.

This strategy proves you can innovate with the tools you already have and still create incredible results.

#3 Use Instagram Lives for Real-Time Connection

Lives are still one of the best ways to show up during a launch. You can:

• Teach a mini-topic related to your offer
• Share success stories or testimonials
• Answer FAQs in real time
• Invite people directly into your program

Even if only a few people join live, the replay extends the reach.

#4 Don’t Ignore Broadcast Channels

Instagram Broadcast Channels are a newer feature and still underused. They let you share updates and reminders with your audience in a more direct, personal way. For launches, this can be a fantastic way to share countdowns, bonuses, and reminders without getting lost in the feed.

How to Keep Your Energy Up During a Launch

Every launch has highs and lows. The first sales feel amazing, but then there’s often a quiet period where it seems like nothing is happening. This is when many entrepreneurs lose momentum.

Brittany’s advice? Keep showing up anyway.

Those quiet lurkers — the ones not commenting or DMing — are often the people who buy in the final hours. They’re reading your posts, watching your Stories, and waiting for a reason to take action. If you disappear during this time, they won’t get the encouragement they need to move forward.

Consistency and presence are just as important as strategy.

Final Thoughts: Launching Doesn’t Have to Be Complicated

If launching has ever felt overwhelming, let this be your reminder: you don’t need a giant production to be successful. By using Instagram intentionally, you can:

• Nurture your warmest audience
• Build trust and connection in real time
• Create exclusive experiences that lead to sales
• Launch in a way that feels lighter, simpler, and more sustainable

So the next time you plan a launch, try shifting Instagram to the *top* of your to-do list instead of the bottom. It might just become your best launch tool.

Connect with Brittany Roberts:

Find her on Instagram → @thesocialbritify

Sign up for her free masterclass → https://thesocialbritify.com/free-masterclass