Soft Launch Your Relationship: The What, Why, and How

Modern dating can be overwhelming, with new terms and practices constantly emerging. From ghosting to breadcrumbing, it can be hard to keep up. But one term that has gained popularity, especially in 2023, is ‘soft launching’ a relationship.

This term, borrowed from the business world, refers to the act of slowly introducing your new partner to your social media circle. It’s a way to avoid the pressure and scrutiny that comes with making a romantic relationship public on social media.

But what does this mean for relationships? Is a soft launch the right approach for every couple?

In this article, we will shed light on what soft launching means for couples and how to approach it thoughtfully.

We will discuss the pros and cons of this modern dating practice and provide advice on how to do a soft launch on social media.

What is a Soft Launch in Relationships

The idea of a relationship soft launch is a novel trend that’s been catching on. It refers to the process of gradually and intentionally building a relationship over time, instead of jumping into a formal commitment right away.

This approach allows individuals, whether you’re dating or in a budding relationship, to get to know each other and understand their compatibility before fully committing.

Unlike a hard launch, where a couple immediately declares their relationship status to the world, a soft launch allows for more privacy and flexibility.

This can be beneficial for couples who are not ready to make their relationship public or who are in a long-distance relationship.

In today’s fast-paced dating culture, soft launching can provide a sense of security and stability in a budding relationship.

However, it is important to note that it may also come with its own challenges.

It’s essential to have a thorough understanding of what a soft launch means and its implications for your relationship before jumping on this new trend.

Pros and Cons of Soft Launching a Relationship

Soft launching a relationship has carved out its own niche in contemporary dating culture, becoming a viral tweet topic and even catching the attention of relationship experts. It involves starting a relationship with a clear understanding that it is not fully committed.

While this may seem unconventional, especially if you don’t feel you’re ready for a full commitment, there are both pros and cons to this approach.


  • Building trust and intimacy: Soft launching allows for open communication and the establishment of boundaries and expectations. This can help build trust and intimacy between both parties.

  • Getting to know each other without pressure: Soft launching takes away the pressure of making a decision about dating someone. It allows both parties to assess compatibility without feeling rushed.

  • Reducing the risk of heartbreak: By taking things slow, soft launching can help avoid getting too invested in a relationship that may not work out, thus protecting emotional well-being.


  • Uncertainty and lack of commitment: Soft launching can leave both parties uncertain about the future of the relationship and may not provide a clear commitment.

  • Potential for hurt feelings: One person may become more emotionally invested than the other, leading to misunderstandings and hurt feelings.

When considering a soft launch, it is important to reflect on your own experiences and the potential benefits and drawbacks for your specific relationship.

Communication and setting clear expectations are key to doing a soft launch successfully.

How To Do a Successful Soft Launch

When it comes to soft launching a relationship, social media can play a big role in how the process unfolds. 

If you’re intrigued by the idea of a soft launch but aren’t sure how to go about it, you’re in luck. Below, we offer 20 clever strategies, from subtle tagging to teaser posts, to introduce your new relationship to your social media followers without making a full-blown announcement.

  1. Subtle Tagging: Start by tagging your partner in memes or posts that resonate with your relationship but don’t explicitly reveal it.

  2. Story Appearances: Feature your partner in your Instagram or Snapchat stories without directly mentioning the relationship status.

  3. Location Check-ins: Share posts where you’re at the same location but don’t show your s.o. Let the audience connect the dots.

  4. Pet Introductions: Share pictures of your pets interacting. It’s a cute and low-key way to indicate you’re spending time together.

  5. Activity Partners: Post about a shared hobby or activity you both enjoy, like cooking or hiking, without making it obvious you’re a couple.

  6. Friend Circles: Share photos from group outings where you both are present but not necessarily the focus of the photo.

  7. Emoji Play: Use ambiguous emojis to hint at your relationship status in captions or comments.

  8. Weekend Recaps: Share a brief recap of your weekend, mentioning you had a great time with “someone special” but not naming names.

  9. Playlist Sharing: Create a shared Spotify playlist and let your followers know about this awesome set of songs you and “a friend” put together.

  10. Virtual Events: Attend a virtual event together and share screenshots, tagging each other.

  11. Foodie Posts: Share pictures of meals but only credit the “amazing chef” without revealing your partner’s identity.

  12. Book/Movie Recommendations: Suggest books or movies that “someone” recommended to you, subtly hinting at shared interests.

  13. Hidden Messages: Use the first letter of each sentence in a post to spell out your partner’s name or a special word.

  14. Countdowns: Use a countdown feature for an upcoming “special day” without specifying what it is.

  15. Interactive Polls: Use social media polls or questions to engage your audience in guessing games about your “mystery guest.”

  16. Fitness Challenges: Share your fitness journey and mention you have a “workout buddy” pushing you, without revealing who it is.

  17. Travel Teasers: Post scenic pictures and mention you’re enjoying the view with “someone you love,” without specifying who.

  18. Hashtag Games: Create a unique but ambiguous hashtag that both of you use in your posts.

  19. Silhouette Shots: Share a silhouette or backshot of your partner, making it a fun guessing game for your followers. The key is to not show your new partner’s face.

  20. Anniversary Hints: As you get closer to making it official, share posts counting the “months of happiness” or “weeks of laughter” you’ve had recently, leading your audience to wonder why.

A couple looking at the stars with a telescope.

The Impact of Soft Launching on Relationships

Soft launching doesn’t just influence the early stages of a relationship; it has long-term implications for how the partnership is viewed and evolves, affecting relationship issues and even how the relationship is going.

One key aspect is ‘digital intimacy,’ the closeness built through online interactions. While this allows couples to grow at their own pace, it can also create a bubble that may not align with offline reality.

Another factor is the ‘social media narrative‘ that subtly forms through curated posts and tags. This storyline can shape perceptions among your social circle and even set expectations for the relationship’s progression.

Lastly, soft launching acts as a communication litmus test. The ongoing dialogue about what to share and when can either fortify the relationship or highlight areas for improvement in communication.

It’s a practice that extends beyond the screen, affecting how both partners engage with each other and their broader social networks

General Rules of Soft Launching

Soft launching a relationship is more than just a trend; it’s a strategy that requires thoughtfulness and care. Here are some general rules to keep in mind:

  1. Mutual Agreement: Both partners should agree on the soft launch approach. Unilateral decisions can lead to misunderstandings.

  2. Set Boundaries: Clearly define what is shareable and what isn’t. This avoids overstepping and ensures both partners are comfortable with the online disclosures.

  3. Check-in Regularly: Periodically discuss how the soft launch is affecting your relationship and whether any adjustments are needed.

  4. Avoid Overthinking: It’s easy to read too much into likes, comments, and other social media interactions. Focus on the relationship itself, not just its digital representation.

  5. Privacy Settings: Be mindful of who can see your posts. You might want to limit the audience, especially in the initial stages.

  6. Be Authentic: While soft launching involves some level of curation, it shouldn’t turn into a highlight reel that misrepresents the relationship.

Tip: Before making a decision, think about what you want from the relationship and communicate openly with your partner. Remember, there is no set timeline for when to soft launch a relationship – it’s a personal decision.

How to Assess Your Compatibility During a Soft Launch

Soft launching offers a unique opportunity to evaluate your compatibility with the person you’re dating in a low-pressure setting. Here are some ways to make the most of this period:

  1. Observe Social Media Interactions: Pay attention to how your partner engages with your soft launch posts. Are they enthusiastic, indifferent, or overly cautious? This can offer clues about their comfort level and enthusiasm about the relationship.

  2. Communication Styles: Use this time to gauge how well you communicate with each other, both online and offline. Are your conversations fluid and meaningful, or are there frequent misunderstandings?

  3. Shared Interests and Values: Soft launching often involves shared activities or interests. Do you find common ground easily, or are there clashes that could be red flags?

  4. Friends and Family Reactions: Introducing your partner to your close circle during a soft launch can provide external perspectives on your compatibility.

  5. Personal Boundaries: How well do both of you respect the boundaries set at the beginning of the soft launch? This can be a significant indicator of long-term compatibility.

  6. Emotional Investment: Assess the emotional energy both of you are putting into the relationship. Is it balanced, or is one person more invested than the other?

  7. Conflict Resolution: Every relationship faces challenges. How you both handle disagreements during this period can be a strong indicator of future relationship health.

Closing Thoughts

To sum up, while soft launching offers a nuanced way to introduce a relationship on social media, it comes with its own set of challenges and considerations.

As discussed, soft launching can be a way to celebrate your relationship online without the pressure of making a public announcement. However, it can also lead to speculation and potential scrutiny from others.

Before deciding to soft launch your relationship, it is important to have open communication with your partner and set boundaries. It is also crucial to consider their comfort level with social media and respect their needs.

Reflect on your own relationship and whether a soft launch is right for you. As mentioned, it is important to prioritize accessibility and inclusivity in all relationships. Whether you’re Gen Z or not, soft launching may not be the best fit for every couple, and that is okay.

Have you ever soft launched a relationship? Share your thoughts and experiences in the comments below. Let’s continue the conversation and support each other in navigating the modern dating practice with ease.

Picture of Claire Sy

Claire Sy

Mary Claire Sy is a registered social worker, certified psychosocial support trainer, and counselor. She is an alumna of Silliman University in the Philippines. With her expertise, she helps couples build and maintain strong relationships.

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