What Is a "Hard Launch," and Why Are Teens Doing It With Their Relationships?

From carving their initials in a tree trunk to wearing their partner’s varsity jacket, teens have sought ways to broadcast who they are dating to anyone who will listen. So it’s no surprise that today’s teens, who are online more than ever, have a particularly digital way of sharing their romantic attachments. It’s called a hard launch, and it’s how tuned-in teens tell the world who they’re dating.

Born from language used by celebrities and brands, hard launching means making a proud public announcement to your online followers, often on Instagram. Teens are taking cues from superstars like Selena Gomez , who hard-launched her relationship with music producer Benny Blanco on Instagram in 2023. Here’s a deep dive into what it means to hard launch a relationship and why teens are doing it.

What Does it Mean to ‘Hard Launch’ a Relationship?

Hard launching a relationship means revealing specific details about a relationship on social media . Crucially, in the case of a social media hard launch, there have been no subtle hints about the relationship dropped online or in real life previously to the hard launch. No coy Instagram captions, no tagging the romantic partner on their Instagram account , no holding hands in the hallway. Before a hard launch, the pair also didn’t tell their friends they were dating.

The hard launch requires posting a picture online together as the final and only announcement that the couple is together, and from there the relationship proceeds as normal with the couple in question now comfortably (and publicly) displaying that they are together.

How the 'Hard Launch' Is Related to Branding

The concept of the hard launch echoes language used by brands on social media as they release and promote new products. It also mimics celebrity language around relationships. Both brands and celebs have dominant voices on social media platforms, and teens have adopted this behavior in their own content.

Why Are Teens Hard Launching Relationships?

The fact that most teens spend extensive time on and are heavily influenced by social media comes as no surprise to parents of this age group. According to the Pew Research Center , nearly half of teens say they use the internet “almost constantly.”

This is also a time when, developmentally, romantic relationships become increasingly important to the formation of self-esteem and identity. So, it follows that teens would want to talk about such an important aspect of their lives on social media. Hard launching a relationship on social media establishes the relationship among a teen’s ever-important peer group and can promote feelings of connection within the partnership.

The hard launch differs from a soft launch, which is a more subtle approach to sharing limited details about a relationship over time, rather than one specific and dedicated social media post publicly announcing that you’re in a relationship.

What Experts Think of ‘Hard Launching’ a Relationship

Hard launching a relationship is more than just an internet trend gone wild. It’s a real way in which teens build connections and communicate with their peers—according to their perspective, social media is essential to the formation of friendships and romances.

According to a survey conducted by the Pew Research Center, 44% of teens say social media helps them feel emotionally closer to their significant other, and 59% say social media makes them feel more connected to what’s happening in their significant other’s life.

Dr. Gilly Kahn , a clinical psychologist who specializes in work with teens explains that, “For teens, doing a hard launch announcement lets others in their circle know they are a valuable, desirable social asset.”

“Dating and hard launching allows teens to explore and solidify their sexual orientations in addition to promoting their social status," Dr. Khan adds.

Because social relationships are so important at this age, parents should pay attention to this type of relationship announcement. Use the opportunity to strengthen communication about what a healthy romantic relationship looks like, including healthy boundaries . These posts can also provide essential insight for parents about how dating among teenagers has changed in the digital age .

Are There Any Risks Associated with Hard Launching a Relationship?

If you allow your teen to date , you’re probably aware that there are risks associated with any type of public relationship announcement on social media. It may open up girls specifically to being tagged in sexually explicit or degrading posts from a boy who may be more interested in his own social clout than in the girl’s reputation. There’s also the risk of having the relationship go south and the rejected teen having to face questions or scrutiny about the relationship as they’re simultaneously navigating their own heartbreak, which can compound feelings of anxiety and depression.

Key Takeaway

Hard launching, or publicly announcing a romantic relationship online, is a typical teen behavior that lets peers and others know an adolescent is romantically involved. For parents, this can be an important signal that a teen is ready for support and guidance as they navigate romantic relationships.

For more Parents news, make sure to sign up for our newsletter!

Read the original article on Parents .