How to launch a product on X without it dying by lunch
My first launch on X was one thread. It got a nice spike of views, a handful of likes, and then nothing. By the afternoon the launch was over, and nobody remembered it a week later.
Launches that work on X are spread out. People need to see something a few times before they click.
A launch week
- Three days before: a teaser. A screenshot, a short clip, “shipping Thursday”
- Two days before: the story. Why you built it: the problem, the moment it got personal
- Launch day: the thread. What it does for one specific person, then how, then the link at the end
- The days after: one feature at a time. One post per feature, each with a picture
- An FAQ post. Answer the questions people actually asked you
- A recap a week later. Real numbers, good and bad
Write it as a story, not an ad
Posts that read like ads get scrolled past. “New feature: export to CSV” is an ad. “I spent a Sunday copying hours into a spreadsheet by hand, so I built export” is a story, and it says the same thing.
Links go last, or in a reply
Posts with a link to another site tend to be shown to fewer people. Tell the story in the post and put the link at the end of the thread, or in the first reply.
Be there on the day
Block the day. Answer every reply within the hour. Each conversation under your launch post pushes it to more people, and it’s the only part of a launch you can’t schedule.
Orbit X’s campaigns draft this whole week from your product and launch date. Drafts stay drafts until you schedule them, and moving the launch moves every post.