How to Launch a New Twitter Account: Facebook vs. Disney+

A tale of two similar social media strategies

Justin Kerby
4 min readJan 17, 2020

Alright, so a bit of background is required here — but there’s a lot to learn, so stick with us.

A few months ago, Disney announced the content they’d be bringing to their new over the top streaming service, Disney+, and introduced us to the new @DisneyPlus Twitter account.

The Disney+ Twitter Account Launch

On Twitter, Disney’s main account started a thread that coordinated responses from all of its biggest brands.

Here’s what it looked like:

Pixar was first to respond, 3 minutes later.

As you could imagine, Disney has a ton of images, GIFs, and videos to work with on social. They consistently use these to their advantage on social media. This thread, in particular, saw huge numbers due to some great media decisions.

National Geographic, another brand headed to Dinsey+, responded to Pixar, which Marvel then responded to, and on and on it went.

National Geographic’s response:

Followed by Marvel:



Justin Kerby

I write about social media, marketing, business, and creativity on Medium. If you like advertising, you’ll dig my newsletter: