Virality is a <span id="highlight" class="highlight-text" style="color:#ff471b;" fs-test-element="highlight-element">system</span>, not a campaign

01 · Map: pull the creators

When: Within 24 hours of signing.

We surface the creators in our network whose audience overlaps your ICP. Selection is on median post performance rather than follower count or average, since a single viral outlier distorts an average, and follower count predicts almost nothing.

We also check audience overlap against your actual buyer profile and engagement authenticity. A creator whose audience is largely consumer-tech enthusiasts is the wrong carrier for enterprise infrastructure regardless of their numbers.

You get a shortlist before anything goes live. It shows the type of founders, engineers and creators who will carry the launch, and you can strike anyone on it.

02 · Brief: build the angles

When: Days one and two.

Each creator gets a custom brief: different hooks, framing, and formats. Every post written fresh.

This is not a stylistic preference. Five accounts posting identical copy is identified as a paid campaign within seconds, and the negative signals that follow, mutes, blocks, "show me less", are weighted far more heavily by ranking systems than any positive signal. Uniform copy actively costs you reach.

Creators write their own copy from our brief, and every paid post carries X's paid partnership label. We provide context and an angle; the creator writes it in their own voice.

The paid partnership label is a requirement, not an option. Every compensated post in a Debuts campaign carries X's paid partnership disclosure. Creators who will not tag do not run in our launches.

That is partly what the FTC's endorsement rules require of any material connection, and partly self-interest: an undisclosed paid post is a liability that lands on the client's brand while the agency carries none of it.

03 · Drop: run the window

When: Launch day. Most launches go live three to five days after signing, and all inside ten unless you set a later date.

Creators post inside the same four-hour window, some spread across eight to twelve. Quote chains, reposts, and comments fire in sequence to spike engagement velocity.

This is the stage that does the work. Ranking systems decide how far to push a post based largely on how fast engagement arrives relative to the account's own baseline, and most of that decision is made in the first thirty to sixty minutes.

Spread the same posts across a week and you produce a slope nothing notices. Concentrate them and you produce a spike the system is built to detect.

04 · Manage: work the surface

When: Launch day and the 48 hours after.

Once it is live, the conversation is the asset. We work replies, surface the threads worth engaging, and flag the comments your team should answer directly.

The single highest-weighted signal available on the platform is a reply that the original author then engages with. It is also free, and it is the thing teams most reliably forfeit by scheduling meetings through their own launch.

05 · Extend: carry the tail

When: The first week after launch.

Second and third waves land with different angles, technical, market, customer, past the natural first-day decay. Each wave reaches a sub-audience the previous one did not, and each gives the ranking system a fresh object to evaluate.

06 · Report: send the receipts

When: Within 72 hours of launch.

Post-launch report within 72 hours: impressions, engagements, top creators, and conversion attribution where we can pull it. What a report should contain covers the full list, including the placements we would not repeat.

Creator-level attribution is the part that matters. Knowing a launch did 2M views tells you nothing actionable. Knowing which four accounts drove the people who booked tells you exactly what to repeat.

Questions we get asked

How do you select creators?

Median virality, measured across recent posts. Typical post performance, audience overlap with your buyer profile, and engagement authenticity. You see a shortlist before a launch goes live, so you know the type of founders, engineers and creators carrying it.

How fast can a launch go live?

Kickoff within 24 hours of signing. Most launches go live three to five days later; a larger brief can take ten or more.

Initial impressions within the first few hours of the drop. Reports in 48–72 hours.

How do you handle competitive conflicts?

Category exclusivity windows. Creators in your launch are restricted from working with direct competitors within a defined period around your drop.