How Rokt launched on X

What this launch shows

The post went out from an account with 2K followers. It was seen 1956.4 times over. For under 5K followers the median reach is 161.4 times the following.

This launch beat that by 12.1 times. It ranks 13 of 627 launches from accounts that size. Against every launch in the directory it sits at 6.3 times the median of 688K views.

Every response ran below the directory's usual rate: 773 bookmarks, 697 replies, 143 quotes and 87 reposts against 376 likes.

The post was seen more than it was acted on, which is common for a launch that reaches past the people who care about the category. One bookmark for every 0.5 likes is a high ratio and usually means a product people intend to try.

It starts “ANNOUNCEMENT: Rokt has just paid out over $1 BILLION to brands”. It carries a 1:40 video against a directory median of 65 seconds.

Videos over 90 seconds have a median of 651K views in the directory. The copy runs 40 words, about the usual length for a launch post here, where the median is 41.

There is a link in the body, which costs a post some reach and buys it a place to send people. It went out on a Monday. Launches posted on a Monday have a median of 618K views in the directory, and Friday is the strongest day at 880K.

Launching a product on X from a small account covers this: an account with 2K followers has to earn every view from outside its own following.

For the next one, read virality without conversion: reach that outruns response is the pattern this guide is about. X analytics explained is the guide for it: what each of these numbers means, with benchmarks by account size.