I've written some of the most viral launch videos on X. (100M+ views, 50,000+ users gained) If you scroll on X every day, odds are you've seen a launch video I wrote and directed. Here are 3 reasons most launches fail: 1. They open with the founder's story. Nobody cares about your personal story in the first 10 seconds, this almost instantly destroys even the greatest product launches. The most viral launches disrupt the scroll with a bold enough claim, like "worlds first ai cfo" or "a breakthrough in LLM memory". That frames your announcement as ground-breaking news and a promise the product now needs to prove. Then they follow with social proof, quick stats, or subtle proof to disarm skeptical viewers before a live demo. 2. Creative Skits 99% of launches die here. Hundreds of founders want to be "different" and "cut through the noise", but the truth is only 0.0001% of these videos go viral. Most of these skits are not worth making and would have a better outcome as a product demo. Companies spend >$150k on a 2 minute cinematic video that results in less than 100k views and 0 demos Instead of praying for a skit to go viral, copy a launch demo you like almost 1:1. Re-write it to fit your product and maintain the viral beats that made the original viral. 3. Amplification This is where most launches fail. You'll make a launch video, write a tweet, and click post - now the work is done, right? Wrong. The best founders shamelessly promote their launch and growth hack every channel possible to get as many quotes, comments, and RTs as possible > Send the launch to all of your connections (anyone from other founders, VCs, or even ppl you went to college with) > Gamify comments (pick a controversial narrative, provide value in the replies, make it impossible not to reply) > Amplify with influencers (steal their past viral posts and re-write them for your product) If you do these right, you're on track for a viral launch.