How Letter launched on X

What this launch shows

Letter posted this from an account with 1K followers and reached 252.8 times that many people. The usual multiple for under 5K followers is 152.2. This one did 1.7 times that.

It ranks 336 of 775 launches from accounts that size. Against every launch in the directory it is below the median of 595K views, at rank 1464 of 2367.

Replies led. 99 of them, 3.2 per 10,000 views against a median of 2.5.

The post started a conversation, and the ranking model pays for conversation with reach in the hours after. Bookmarks came in at 133, reposts at 60.

The post opens with “Today, the @lettercompany is releasing the beta of Letterpress-1, the world’s first coding agent, harness, and IDE purpose-built…”, a first-person opening that the founder-account launches in the directory use most.

It carries a 2:13 video against a directory median of 66 seconds. Videos over 90 seconds have a median of 595K views in the directory.

The copy runs 43 words, about the usual length for 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 Monday. Launches posted on a Monday have a median of 558K views in the directory, and Friday is the strongest day at 650K.

The waitlist launch guide covers this: the call to action was a queue, and the four days after decide what the queue is worth. For the next one, read launching a product on X from a small account: an account with 1K followers has to earn every view from outside its own following.

Developer marketing strategy is the guide for it: developers try before they read, so the post has to let them. Every launch we track in Developer Tool is on that vertical's directory page.