Guides / launch day
Launch day on X: an hour by hour run of show
Launch day decides how far the launch travels. The first two to three hours matter most because early engagement tells X whether to show the post to more people. A launch day without a run of show turns into a team refreshing notifications. Here is the schedule we use. Times are relative to the launch hour, written as L.
The night before (L minus 12 hours)
- Final check of the thread, video, links and the launch perk.
- Confirm the posting window with every creator and KOL in writing.
- Send the team the run of show: who posts when, who owns replies, who owns bugs.
- Pre write the waitlist email or message so it only needs a link.
L minus 1 hour: war room opens
Everyone involved joins one channel. Check signup works in production. Load the reply bank. Make sure the ads account is ready with the launch creative and audiences selected but not running.
L: the post goes live
The founder posts the launch thread. Within a few minutes, the company account quotes it with the link. Pin both. Drop the link in the war room.
L plus 5 minutes: first wave
- Message the waitlist and early users with a direct link to the post, not the website.
- Ping confirmed creators and KOLs: “Live now”, with the link.
- Team members and investors share, each with their own words.
L plus 30 minutes to L plus 3 hours: replies
This is the most important stretch. Reply to every meaningful comment and quote post. Answer questions with specifics. Share short clips in replies when someone asks “can it do X”. A post with an active conversation keeps getting distributed.
Watch for bugs. If signup breaks, say so in a reply and fix it fast; honesty in public costs less than silence.
L plus 1 hour: ads on
Once the post has real organic engagement, switch on X ads behind the launch post itself. Boosting a post that is already working compounds; boosting a post nobody engaged with burns budget.
L plus 4 to 6 hours: the second post
Post a follow up: a second clip, a surprising use case from an early user, or a quick “what people built in the first hours” update. Quote the original so new viewers find it.
Evening: wrap up
- Thank the creators and KOLs who posted.
- Note the numbers against your launch goal.
- Plan tomorrow’s posts. Launch week is not over; see launch week vs launch day.
Roles you need on launch day
| Role | Owns |
|---|---|
| Launch owner | The schedule, decisions, the go/no go call |
| Founder | The main post and the most important replies |
| Reply desk | Questions, DMs, quote posts |
| Amplifier wrangler | Creators, KOLs, team shares |
| Ads owner | Switching on and adjusting X ads |
| Engineer on call | Signup, onboarding, outages |
In a team of three, people hold several roles. Write down who holds which before the day starts.
We run launch day war rooms as part of our X launch campaign. If you want one for your launch, tell us your date.
FAQ
What time should I launch on X?
Pick the hour when your buyers are most active, usually a weekday morning in the main time zone of your audience. Consistency within the team matters more than the exact minute.
Should I launch on a Tuesday?
Tuesday to Thursday works well for most B2B AI tools. More important than the weekday is avoiding days with large AI announcements from major labs.
Tell us your date and we send back a launch plan.
Next guide: How to write a launch tweet that people actually read