How Ethena Pay launched on X

What this launch shows

From an account with 145K followers, this reached 4.7 times the account's own following. Accounts in the same band, over 100K followers, reach a median of 2.4 times their following, so this travelled about 1.9 times further than usual for its size.

It ranks 449 of 611 launches from accounts that size. Against every launch in the directory it is below the median of 688K views, at rank 995 of 1981.

Replies led. 188 of them, 2.7 per 10,000 views against a median of 2.3. The post started a conversation, and the ranking model pays for conversation with reach in the hours after.

Bookmarks came in at 102, reposts at 104. One bookmark for every 6.8 likes is a low ratio for a launch, and reads as entertainment more than intent.

The first line is “Introducing Ethena Pay: the internet money neobank, built on @avax”, the same first word as 25% of launches in the directory. It carries a 48-second video against a directory median of 65 seconds. Videos between 30 and 90 seconds have a median of 603K views in the directory.

The copy runs 17 words, shorter than a launch post here, where the median is 41. The body carries a link, so the post had somewhere to send the reader and paid a little reach for it.

It went out on a Tuesday. Launches posted on a Tuesday have a median of 651K views in the directory, and Friday is the strongest day at 880K.

X analytics explained covers this: what each of these numbers means, with benchmarks by account size. Every launch we track in Fintech is on that vertical's directory page.