“Bounce Back” marks the beginning of Little Mix’s sixth musical era after the release of their fifth studio album LM5 in November 2018. The track and its accompanying music video were released on Friday, June 14, 2019 as the lead single for the group’s impending project. Its release date coincided with band member Jesy Nelson’s 28th birthday. The song shot up to number one on the British iTunes charts almost immediately after it came out. The band helped countdown the release to the song with an appearance on BBC’s The One Show. The track was co-written by former Fifth Harmony member Normani Kordei and British band Soul II Soul’s 1989 track “Back To Life (However Do You Want Me)” is interpolated throughout it.

“Bounce Back” is the band’s first publication under their new record label RCA UK following their sudden split from Syco Records in November 2018.

Just after teasing the upcoming studio project, on May 24, 2019, a cryptic text photo reading “Steady… are you ready?” was posted on the band’s social media. On May 26, before closing their performance at BBC Radio 1’s Big Weekend 2019 in Middlesbrough, England, the first snippet of “Bounce Back” was played. The title of the track was unexpectedly confirmed by Shazam’s databases the same day.

On May 28, 2019, they teased the track’s official cover art via their Spotify. One day later, Little Mix’s members confirmed the track’s release date and announced the details of the pre-order on an Instagram live.