How Figma launched Figma Sites on X

What did Figma post?

The @figma account posted a single video with this caption:

Introducing Figma Sites

Take your designs straight to the web. With code and AI coming soon.

Source: us #Config2025

That's the whole post. No link, no thread. The line after the product name does two jobs: it says what Figma Sites is for ("straight to the web") and flags, in the same breath, that two headline features weren't shipped yet.

How was the launch post built?

Format. One post, one 75-second widescreen video. No thread, no carousel.

Hook. "Introducing Figma Sites" is the entire first line. The second line is the pitch, nine words, followed by a hedge: "with code and AI coming soon." Figma named its own feature gap rather than letting someone else find it.

The hashtag. #Config2025 ties the post to a keynote people were already watching, borrowing an audience instead of building one from scratch.

Timing. The post went up at 16:38 UTC on May 7, 2025, matching the keynote slot where Figma Sites was unveiled on stage, per Figma's Config 2025 press release. The stage demo led; the post is what people could point to afterward. No link appeared in the text.

How did the launch post perform?

The post has 1.4M views and 8.3K likes, with 1.3K reposts, 295 replies and 1.1K quotes. Bookmarks sit at 2.5K.

Engagement runs at 0.78% of views, #9 of 76 by engagement among the launches tracked in Goated's launch directory. A respectable rate for an announcement with no creator amplification, built on an event hashtag and a video alone.

What happened around the post?

Figma Sites was one of four products introduced at Config 2025, alongside Figma Make, Figma Buzz and Figma Draw. Figma's press release calls it a beta rollout, saying "all products and features will begin rolling out to users over the coming weeks," per the Config 2025 press release.

The reaction wasn't uniformly positive. Five days after launch, Forrester analyst Gina Bhawalkar wrote that Figma Sites "was swiftly criticized by designers, developers, and accessibility experts for generating inaccessible code," and advised organizations to "hold off on using Figma Sites" until that was fixed, per her Config 2025 writeup for Forrester.

What can another team copy?

• Say what's not done yet, in the same sentence as the pitch. "With code and AI coming soon" set expectations before anyone had to ask.
• Attach the launch to an event your audience already has open. #Config2025 put the post in a feed people were already watching live.
• Let one video carry the explanation. A 75-second clip did more work than a long caption, and the caption stayed under 25 words.
• Launch several products on one day, but give each its own post. Bundling all four into one tweet would have buried three of them.
• Expect scrutiny once a beta ships. The launch post is the easy part; what ships behind it gets tested by the exact audience a design tool can't afford to upset.

See the live numbers behind this one on the Figma Sites launch page, compare it to every other launch Goated tracks in the launch report, or read the full playbook for launching a product on X.