What is included
- 01Dedicated bench
A fixed group of creators held for the account month over month, rather than re-sourced each time.
- 02Category exclusivity
That bench does not post for a direct competitor while the retainer runs.
- 03Monthly cadence
Planned beats through the month so momentum holds between launches.
- 04News reaction
Same-day coverage when funding, product or press lands.
- 05Paid partnership label
Every compensated post carries X's label. An FTC requirement and X's own rule, written into every brief.
Why a fixed bench beats a fresh one
A campaign-by-campaign roster negotiates with strangers on a deadline every time. A standing bench has already worked your category, knows the product, and has an audience that has seen you before. That familiarity is the whole asset, and the argument for it is in a bench, not a rental.
The compounding is the part that matters commercially. Each release lands on people the previous one warmed, so the baseline climbs across a quarter instead of resetting. A company shipping every two to three weeks that runs each drop cold is starting from zero six times a quarter.
What a month actually looks like
| When | What happens |
|---|---|
| Onboarding | The bench is assembled and you get the shortlist, so you see the type of founders, engineers and creators on it. You can swap anyone off it at any point in the retainer. |
| Start of month | Planning call. What is shipping, what is worth amplifying, and which weeks are quiet. The quiet weeks are the ones that need the plan. |
| Weekly | Planned beats go out through the bench. Use cases, customer results, technical detail worth arguing about, rather than announcements you do not have. |
| When news lands | Same-day coverage. Funding, a product release or press gets picked up by a bench that already knows the company, so nothing has to be explained first. |
| Around a launch | The bench carries it. A drop inside a retainer starts from a warm audience rather than a cold one, which is most of the advantage. |
| End of month | Review. Per-creator performance, what the baseline did, and which creators to rotate for the month ahead. |
Rotation is a standing part of this rather than a sign something went wrong. Reach decays, audiences drift, and a bench held static becomes a list of people who used to be right. How that is measured is in how a 1,000-creator network is run.
What category exclusivity means
While the retainer runs, the creators on your bench do not post for a direct competitor. It is a real constraint on us rather than a courtesy, and it is the reason the bench is fixed in size and the reason we hold one company per category at a time.
The weeks with nothing to announce
Most weeks contain no launch, and the silence between drops is what breaks cadence. The monthly plan is built from the categories that work without an announcement: use cases, customer results, technical detail worth arguing about. Weeks with nothing to announce covers the five that earn their place and the filler that costs you.
When this is the right one
Always-on fits companies shipping every few weeks, or anyone who has already run a launch with us and wants the baseline held rather than rebuilt.
It is the wrong thing to buy first if you have one big moment coming and no cadence behind it, in which case Launch proves the channel on a real drop before you commit.
Questions we get asked
Do creators have to use the paid partnership label on a Doomers launch?
Yes, on every compensated post. It is an FTC requirement and X's own rule, it is written into every creator brief, and a creator who will not tag does not run in our launches. There are no exceptions, for any client or any creator.
What is a dedicated creator bench?
A fixed group of creators held for your account month over month rather than sourced fresh for each campaign. They have already worked your category and their audiences have seen you before, which is what makes reach predictable in advance rather than discovered afterwards.
Does the bench work with our competitors?
Not while the retainer runs. Category exclusivity means the creators on your bench do not post for a direct competitor for the duration. It is a real constraint on the roster rather than a courtesy, and it is why we hold one company per category at a time.
What happens in a month with no launch?
Planned beats built from the categories that work without an announcement: use cases, customer results, and technical detail worth arguing about. The silence between drops is what breaks cadence, so the monthly plan exists to prevent the baseline resetting between launches.