How Tesla launched on X

What this launch shows

Tesla posted this from an account with 24.8M followers and reached about 4.5% of them. Accounts of that size usually reach 2.4 times their following.

This one did not get far past the people who already followed it. It ranks 339 of 611 launches from accounts that size. Against every launch in the directory it sits at 1.6 times the median of 688K views.

Reposts led, 661 at 5.9 per 10,000 views against a median of 2.5. A repost is an endorsement without a comment, and a launch with an unusual repost rate was being passed along on purpose.

Bookmarks: 195. Replies: 353. One bookmark for every 28.4 likes is a low ratio for a launch, and reads as entertainment more than intent.

The post opens with “Pet Mode keeps your dog chillin'”. It carries a 10-second video against a directory median of 65 seconds.

Videos under 30 seconds have a median of 850K views in the directory. The copy runs 7 words, shorter than 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 Thursday. Launches posted on a Thursday have a median of 724K views in the directory, and Friday is the strongest day at 880K.

Why posts from large accounts under-reach covers this: a post seen by fewer people than follow the account was held back by the ranking model.

For the next one, read X analytics explained: what each of these numbers means, with benchmarks by account size. Every launch we track in Robotics is on that vertical's directory page.