Thomas MarcelleCEO & Co-founderA good launch on X is not one post. It is two weeks of warming an audience, one post built to be quoted, a first hour where your team and a handful of trusted voices show up with their own takes, and a week of follow-ups. The plan below is the one we would use for a B2B product: day by day, with what founders, teammates and creators each do. If your buyers mostly read LinkedIn, the same plan adapted to LinkedIn is in how to launch a product on LinkedIn.
How X decides who sees your launch
Three things from X's own published code shape every launch plan (our breakdown of the LinkedIn and X algorithms quotes the sources):
- The For You feed drops posts older than 48 hours. Your launch has two days to travel. After that, only search, profiles and new posts bring people to it.
- Each post is scored on more than fifteen predicted actions, including replies, reposts, quote posts, clicks and dwell, with negative weights on mutes, blocks, reports and people scrolling past.
- An author's later posts are discounted and similar posts are spaced out. Ten posts from your own account do less than one post from you and nine from other people.
The consequence: a launch on X is carried by other voices. Your post is the anchor; founders, investors, customers and creators who quote it with their own angle are the distribution.
Two weeks before (D-14 to D-8): pick the day and the voices
- Fix the date and the one sentence. What the product does, for whom, in one line. Everything else hangs on it.
- Make the asset. A 30 to 60 second demo video that makes sense without sound. On X, a video that shows the product working does more than a feature list.
- List the voices. Founders, investors, early customers, people in your space whose followers are your buyers. Ten people who will quote the post with a real opinion beat a hundred who will hit repost.
- Book creators now if you want them. Creators need time to try the product and write in their own words. On Naano the publication deadline you set is between 6 and 30 days, so booking two weeks out leaves room.
The week before (D-7 to D-1): warm up, brief, rehearse
- Post the build, not the product. Two or three posts about the problem, a screenshot, a lesson from building it. You are teaching X who cares about this topic before launch day.
- Brief every amplifier once. Launch date and hour, the link, the one sentence, what must stay private before the announcement. Ask for their own take, never a copied text: identical posts from ten accounts read as an ad and the feed spaces them out anyway.
- Approve creator drafts. On Naano, draft approval is optional; turn it on for a launch so every sponsored post is ready for the day.
- Write the launch post and the thread. First line under 80 characters, stating something rather than asking. The video in the post, the link in the post or the first reply, the thread underneath for readers who want details.
- Line up the team. Who replies, who shares on which account, who watches the sign-up flow.
Launch day (D0): the first hours
- Publish from the founder's account, or from the company account and quote it from the founder's within minutes. On X people follow people.
- Your inner circle quotes, in the first hour. Teammates, investors, customers: each with one line of their own (why they care, what they saw, a result). Quote posts reach their followers as new posts; plain reposts are fine for the rest of the team.
- Creators publish in a window, not all at the same minute. Spread over the day, each post brings the launch back into a new audience instead of competing with the others.
- Answer every reply. Replies are scored, and the first ones are part of the distribution. Stay online for the hours that follow.
- Pin the post on the founder and company profiles.
The week after (D+1 to D+7): keep it alive
- D+1: a post with what happened in 24 hours (sign-ups, a customer quote, a surprising use). It gives everyone a second reason to share before the 48-hour limit.
- D+2 to D+4: answer objections in their own posts, show use cases, quote the best posts written about you.
- D+7: measure per voice. Which tracked links sent visits, sign-ups or purchases? That is who you work with next time.
The mistakes that kill a launch on X
- One account posting ten times. X discounts an author's later posts; split the story across voices.
- Everyone posting the same text. It reads as coordinated, and the feed spaces out near-identical posts.
- Buying likes, replies or votes. It breaks X's rules, it shows, and it teaches the algorithm the wrong audience.
- Launching on a day your team is offline. The 48 hours matter more than the perfect hour.
- No tracked links. Without one link per voice you cannot tell who brought buyers.
Founders, creators and quote posts: who does what
| Who | What they post | When |
|---|---|---|
| Founder | The launch post, the D+1 update, replies | D0, D+1, all week |
| Team | Quote posts with their angle, plain reposts | First hour of D0 |
| Investors and customers | Quote posts with their own reason to care | First hours of D0 |
| Creators followed by your buyers | Their own post, or a quote post of yours with their take | Spread over D0 and D+1 |
Finding X creators your buyers follow
The hard part is the last row: finding creators whose followers are your buyers, agreeing on a price and getting the posts out on the day. That is what Naano is for. On Naano you can book creators on X and LinkedIn for a sponsored post, and on X also for a quote post of your launch post with their own comment. Find with AI returns up to 30 creators that fit your brief, each with a price per post, estimated reach and CPM. Each creator sets a fixed price, shown before you book, and each sponsored post comes with the creator's tracked link so you can compare them after launch. The guide to X influencer marketing for B2B covers the mechanics in more detail.
You can run it yourself on Self-Serve for €0 per month plus each creator's price, or have the Naano team cast, brief and review for you with Managed Campaigns, a three-month programme from €3,000 per month plus a creator budget from €6,000 per month.
What is the best time to launch on X?
A working day, at a time when you and your team can stay online for the following hours. X's published code drops posts older than 48 hours from the For You feed, so the first two days carry the launch.
Should a launch on X be a thread or a single post?
One post that stands on its own, with the demo video and the link, followed by a short thread for readers who want details. Most people only read the first post.
Is it better to repost or quote post a launch?
A quote post adds a new voice and a new reason to look, and it reaches the quoter's own followers as a fresh post. A plain repost is fine for teammates; ask the people you want to amplify for a quote post with their own take.
Can I pay people to like or reply to my launch?
No. Bought engagement breaks X's rules and is easy to spot. Book declared sponsored posts or quote posts written by the creator, and let readers react as they would to any post.
How do I measure a launch on X?
Give each amplifier their own tracked link and compare visits, sign-ups and purchases per person, next to replies and quote posts. Likes alone tell you little about buyers.
To line up creators for your next launch, create a free Naano account or get a free shortlist of creators.
Related reading
CEO & Co-founder
Thomas Marcelle, CEO and co-founder of Naano, the B2B creator marketplace started in Paris in 2025, writes about creator-led growth and founder-led sales.
Ready to try it
Run a creator-led growth campaign on Naano.
Book fixed-price LinkedIn creator offers without a platform retainer on Self-Serve. Compare eligible creators and track campaign outcomes.