Soft launch / Hard launch definition: what "Soft launch / Hard launch" means and examples

This terminology is borrowed from the business world, where a company might test a product before a grand opening. In a social context, a "soft launch" is the act of posting a subtle, cryptic photo that hints at a new relationship without showing the partner’s face, perhaps just two coffee cups or a mysterious hand across a table. A "hard launch," by contrast, is a definitive, public announcement, such as a clear photo of the couple together. For teenagers, this is a way to manage their digital reputation and avoid the embarrassment of a public breakup if things are still new. It allows them to gauge interest and "tease" their audience before committing to a full public disclosure.  

Examples:

1. "She did a soft launch with a photo of his watch, but everyone already knows who he is."  
2. "I am waiting for the three-month mark before I do a proper hard launch on my Instagram feed."
3. "The hard launch was a bit of a shock; nobody even knew they were speaking to each other."