Consider this: you log onto Twitter one day and see that your random tweet has blown up. Overnight, your follower count has increased from a few dozen to several thousand. Your notifications are out of control, with retweets, likes, and responses piling up by the second. Among the chaos, you notice that a few brands you’ve tagged in recent posts have reached out to you. Another one of your tweets has even gotten the attention of a significant publication that’s featured it in an article.
Sounds too good to be true? Well, it’s not. This is just one of the many scenarios that can unfold when you figure out how to go viral on Twitter. If you’re looking for ways to enhance your social media engagement and content performance, you’re in the right place. This guide will help you figure out how to blow up on Twitter.
One of the most effective ways to achieve your goals on Twitter is through Megaphone's viral on-demand platform. This valuable tool can help you enhance your social media engagement and content performance by boosting your chances of going viral and getting the attention you deserve.
Benefits of Blowing Up On Twitter
Gain Followers Faster Than You Can Say “Viral Tweet”
When you go viral on Twitter, people will flock to your profile. You can hear the notifications dinging before you panic and turn them off. But before you do that, take a deep breath and remember that you want people to visit your profile. So, make it presentable.
Clean Up Your Twitter Profile
When someone gets a viral tweet, it's not uncommon for the profile owner to get thousands of new followers overnight. And when people visit your profile, they want to see your most recent and relevant content. So, cleaning up your profile is essential to make it appealing to your new visitors.
Highlight Your Best Tweets
Instead of simply retweeting others, show people your best tweets. Stop retweeting a lot of stuff, especially tweets that do not relate to your viral tweet or profile. People visiting your profile will check what you have tweeted recently, making it easy and avoiding wasting their time. It is a good idea to retweet a few of my tweets that have performed well recently. Pin one of your best tweets to your profile; people like following users who get a lot of impressions. You do not need to pin the currently well-performing tweet; people visiting your profile already know it.
Don’t Beg for Followers
Never beg to be followed; that's a turn-off; people don't follow you because you told them to; they follow you because they are interested in your content. Many people make this mistake by replying to a viral tweet with a tweet that says, "Follow me." Instead, you can respond to your viral tweet with your best tweet or a link to your recent tweets(Twitter usually picks the best ones). You can achieve this as follows: Check out some of my tweets, then add a link to the same reply as follows:
https://twitter.com/search/?q=from:put-your-user-name-here/exclude:replies. An example of this is that this link will direct you to my tweets, excluding replies.
Promote Your Other Social Media Accounts
Whenever one of your tweets goes viral, promote your other social media accounts, like your YouTube channel or Instagram account. You can quickly achieve this by replying to the tweet with a link to the social media account that I want to promote. Do not reply with the link only. Add some text, for example: "check out my youtube channel," then add a link to the same reply. You can also use this technique to promote your friend's Twitter or social media account.
Promote Your Business
Never let your viral tweet be pointless. A viral tweet is a way of marketing yourself or your business for free. You will be surprised that some people will be interested in your products or services. All you need to do is reply to your tweet showing what you do for your business website. Add some pictures, and if you make music, add a link to your SoundCloud account if you have an account.
Promote Your Blog
A viral tweet is a chance for you to drive traffic to your blog. Like promoting your business or social media, you can reply with your favorite blog post or a link to the whole blog.
Use Someone Else’s Viral Tweet to Promote Yourself
This does not apply only to your tweets; you can also use someone else's viral tweet. It sounds lame, but why not do it if you can benefit from it?
Megaphone is a viral on-demand platform designed to boost your online presence authentically and organically. Our software connects you with influential creators in your niche, helping you grow impressions, followers, and leads without relying on paid ads. Key features include:
Diverse creator partnerships for sponsored posts, X spaces, and newsletter ads (coming soon).
Megaphone caters to startup founders, marketers, emerging creators, and ghostwriting agencies seeking to amplify their digital footprint and social proof. Our complex matching algorithm ensures you partner with your field's most suitable and valuable creators. Go viral today with our viral on-demand platform.
2. Discover Your Specialized Niche
Finding your niche is critical to capturing attention and genuine engagement on Twitter. By honing in on a specific area of expertise, you give potential followers a reason to read your content rather than wandering through the sea of generic tweets. Everyone has a distinctive voice, knowledge, or passion. Focusing on that specialty makes you the go-to source in that area. Use Twitter search to identify areas underserved by other Twitter users, or simply talk about your passions in your style. This makes your tweets unique and drastically reduces competition.
3. Tweet Consistently
Twitter is a conversational mega mall. People visit this platform almost daily to view or be part of conversations that interest them. Offering content diligently should be the top priority for every brand, big or small, and should be relevant to what people may enjoy. While no fixed number of tweets is allotted, tweeting at least twice daily is recommended to keep the brand pulse alive amidst the noise. If you’re looking to increase your followers on Twitter, an exciting way to do so is by roping in other companies for a fun and engaging conversation. Incorporating strategic brand tools can enhance the impact of these interactions and help build a more substantial online presence.
4. Talk About Trends
Twitter is a social junction where people post updates every minute of every hour, and you can always get to read something new every time you log in to your account. It means there’s no place for old news on this platform, and you always need to talk about the latest trends. No matter what you want to tweet about, whether it is current affairs, fashion trends, technology news, or social issues, it must be something trending, or it might fail to grab the audience’s attention. To ensure you’re on-trend, you can go through the top hashtags in your country and align your tweet with them. Since those hashtags are already trending, your tweet will get to share some of their fame and get more engagement from the audience.
5. Analyze and Learn From Other Viral Posts
There are plenty of viral posts on X to analyze and learn from. A closer look at such tweets will give you much insight into their success. For instance, was a post popular because the author discussed a relatable problem and provided a simple solution? Is humor the main reason people can’t stop sharing the tweet? Review the introduction and understand how publishers get people’s attention on this platform. Use the knowledge you acquire from these posts as inspiration for what you should do with your viral content.
6. Post Visual Content
Did you know the human brain is more receptive to visuals than any other sensory medium? As per research, the brain processes visuals 60,000 times faster than text and is more effective for retention. You need to breathe life into your Twitter for a business account with more visuals in the form of images and videos. Animated GIFs and images are the best ways to boost your Twitter engagement and gain more visibility on the platform.
Many social media managers will also agree that brands can leverage the easy-to-use Twitter cards that help creators visually display more information for increased engagement. Twitter cards allow users to attach their media collaterals to their tweets, which blends aesthetics with functionality. With links and active CTA buttons, these cards drive traffic to your website and deliver valued information succinctly and non-boringly.
7. Stand Out From the Rest by Being Authentic and Different
It’s no surprise that people will try to replicate the success of other creators on X. They may create templates of viral posts or cover similar topics in the hope of becoming famous. The downside of this practice is people will quickly become bored of seeing similar content in their feeds. Instead, you should focus on being authentic and different on this social media platform. Your content must allow your personality and tone to breathe. It should be an extension of your voice. In other words, the content should feel natural, not like you’re trying your best to become an internet sensation.
8. Focus on Your Audience
Recognizing and catering to your audience’s interests, needs, and preferences is the key to creating content that truly resonates. Analytical tools offer insights into your audience’s behaviors, enabling you to craft tweets that genuinely speak their language and capture their attention. Start conversations, reply to comments, host Twitter polls, and ask questions to get them engaged. This creates a communication channel and builds a community. When curating content, always keep your audience’s preferences in mind.
If they enjoy visual narratives, include more infographics, a blog post, GIFs, or images. Inviting feedback ensures that your content remains aligned with their evolving tastes. Try to find high-quality content to retweet at least a few times daily. Additionally, staying attuned to trending topics within your niche allows you to join relevant discussions in real-time. This will raise your visibility and position you as a proactive voice within the community.
9. Keep Engaging With People in the Post’s Reply Section
If you analyze X’s algorithm, you’ll notice one thing—the platform prioritizes conversations in the post’s reply section. This is what you need to do to ensure your tweets appear on non-followers' feeds. Remember, the platform shows posts from followers and non-followers in the For You timeline. Don’t just call it a day after I publish my tweet. I must engage with the people in the reply section to keep the discussion alive. Not only will more users leave comments, but X will also give your post the much-needed boost. Monitor the reply section in your post and jump in when necessary. Try to be personal and genuine in your responses.
10. Timing Is Everything
You need to publish your post at the right time to maximize the levels of engagement your tweet receives. Think about it—if you publish your tweet when your followers are offline, who will see it? You need that initial engagement boost to start appearing in non-followers feeds. First, you must know when your target audience is active on this social network. The easiest way to do this is to refer to the engagement metrics of your older posts. X or Twitter Analytics can help you with this task. Third-party tools, like Buffer and Hootsuite, also provide this information.
You need to find patterns in your data to decide when to post. Some studies tell you the best times to tweet. You can use their data as a starting point to figure out your publishing times. Another thing to consider is your target audience’s location. You can always schedule your posts if they live in a different time zone. This way, you can ensure the tweets go out when your audience is active on X.
11. Use Relevant & Trending Hashtags
Interestingly, when hashtags are used correctly, the percentage of retweeted posts increases by 40%. A good Twitter practice is to include three hashtags in the tweet. Any higher than that, the engagement will drop by 17%.
12. Use the Pinned Option
To show your best content to new visitors, pin your top tweets on the account using the “Pin” option. Through this strategy, you will be able to leave a strong first impression on the visitor, and they will see the maximum engagement my tweets get. To pin a tweet on top of your profile, follow these steps:
Step 1: Open my “Twitter Profile”
Step 2: Go to the tweet I wish to pin and click on the “Three Dots” next to it
Step 3: From the options, select “Pin to Your Profile Page,” and it will get pinned
13. Focus on the Tweet’s Hook
A hook is essentially the first few sentences of your post. This technique ensures that your target audience’s attention is on your tweet. X sandwiches your content with other posts in every user’s timeline. If I don’t get the reader’s attention, making my tweet go viral is next to impossible. If the post is in a newspaper, I must create a headline that makes people sit up.
Standard techniques for ensuring users focus on your content include anecdotes, statistics, quotes, and questions. Controversial statements can also have a similar effect. However, this technique can misfire, so you need to be careful.
14. Get Popular
These days, when every Twitter connoisseur is trying to come up with new ways to get more engagement, Media Mister has shared a discovery that Twitter mentions are a fantastic way of increasing your reach and engagement rate on the platform. Since Media Mister also understands that it can be difficult for you to get mentions, you can now buy Twitter mentions from their official site. The first thing that will happen as soon as you buy Twitter mentions from Media Mister is that your account’s organic reach will increase, and your name will start popping up in front of the famous experts of your niche.
Therefore, buying Twitter mentions from Media Mister can take your Twitter game to a new level in a few days. Media Mister has a fantastic track record of providing millions of Twitter mentions to its clients worldwide, and they are grateful to this agency for helping them become a prominent name on their Twitter accounts. So, don’t wait; visit Media Mister’s website today, buy a Twitter mentions package for your account, and become a Twitter sensation in just a few days.
15. Craft Engaging and High-Quality Threads
Twitter threads are popular on this social media platform because they allow you to circumvent X’s character limit. They allow you to freely express yourself without unnecessarily cutting your content. You can also dive deep into topics you’re passionate about and showcase your expertise. Pay close attention to the first few lines in my thread, as this portion is the attention grabber.
I should clearly explain the various talking points in the other parts of my thread. One option is to convey one point per post. I ensure I don’t have a wall of text in my threads so people don’t lose interest. Using bullet points can help me share my thoughts concisely. I should also include emojis, GIFs, and images to help my series of posts stand out.
16. Sponsored Content
If you hold a business account and I’m getting desperate for attention on the platform, I boost my marketing budget and go with the “Sponsored Content” option on Twitter. Once I start paying Twitter to sponsor my tweets, they will start appearing in front of my target audience and getting their engagement. However, this tactic has two very obvious downsides: It requires me to have a substantial marketing budget and No assurance of how much engagement my tweets will get. Due to these factors, experts recommend this tactic only for marketing experts, but I can try it if I’ve got the nerve to handle a setback.
17. Relatability Goes a Long Way
Relatability is essential in helping your content go viral on X. People feel connected to your posts, which increases the likelihood of them engaging with your tweets. Otherwise, they will just scroll past my tweets. There are several ways to make your content relatable to a broader audience. Including personal experiences relevant to your niche is an excellent starting point. For example, consider I have been running a successful business for over a decade.
In one of my posts, I could discuss my struggles while starting my brand or explain how my business adapted to technological advances to improve customer convenience. Storytelling is another element in making your content relatable. The other option is to use social listening tools on Twitter. This technique gives valuable insights into your target audience’s opinions and views. I also discover their pain points. Use this information to craft personalized social media content.
18. Follow Strategically for Maximum Impact
When you align yourself with influencers who specialize in your niche, you not only immerse yourself in a river of relevant content but also open doors to more visibility and engagement. Start by identifying Twitter accounts that are thought leaders in your niche. These influential figures offer unique insight into current trends and discussions. By engaging with their content, I place myself in a position to be noticed by their followers.
Connecting with those walking the same path as you is equally important. Mutual support and collaboration with peers often lead to exponential shared growth. There are many niche-specific communities, chats, and groups on Twitter. Participating in these can boost your knowledge and cement your reputation within the community. Start conversations, offer valuable insights, and share perspectives. This proactive engagement raises your visibility and shows your commitment to the niche.
Top 10 Influencers With Viral Tweets
1. Elon Musk: The Tech Mogul with a Candid Twitter Style
Elon Musk's tweets have become a staple of Twitter culture. Not only does he have a massive following of 154 million, but his tweets also generate a ton of engagement. For instance, a recent tweet about the price of Tesla's cars received over 35,000 likes, while another tweet speculating about the time of the next recession garnered nearly 30,000 likes. Musk's tweets are influential due to his candid style, humor, and engaging discussions on futuristic tech. He strategically uses polls and memes, which often go viral.
2. Chrissy Teigen: The Celebrity Who Talks to You Like a Friend
Chrissy Teigen is a celebrity who feels like your best friend (or at least your fantastic, hilarious neighbor). With more than 13 million followers on Twitter, Teigen's account is a treasure trove of laugh-out-loud posts. The model and TV personality is known for her authenticity and humor, and her tweets frequently address personal topics and relatable moments. Her wit and openness to interact with fans make her highly engaging. As a result, her posts get tons of likes and retweets, propelling her further into viral Twitter fame.
3. AOC: The Politician Who Uses Twitter to Connect with Her Constituents
Alexandria Ocasio-Cortez is a congresswoman who has mastered the art of viral Twitter fame. With over 2 million followers on the platform, AOC's tweets often address political issues in a conversational, relatable tone. She uses the platform to connect with her constituents — particularly younger Americans — and her transparency about her views and challenges resonates widely, generating high engagement. AOC also isn't afraid to clap back at critics on Twitter, showing her followers that she is just like them. This approach further humanizes her and makes her even more relatable.
4. Dril: The Anonymous Account That Tweets the Absurd
With over 1 million followers, Dril is one of Twitter's most iconic users. The account is operated by an anonymous individual who has mastered the art of absurdist humor and satire of internet culture. Dril's tweets resonate strongly with online communities, making his tweets iconic and highly shareable. Though he rarely engages with fans, his posts have become a staple of Twitter culture, and his followers eagerly await each new installment.
5. Rex Chapman: The Former NBA Player Who Shares Feel-Good Content
Rex Chapman is a former NBA player with a second career on Twitter. With over 1 million followers, Chapman shares feel-good content and viral videos with positive messages. His well-curated viral tweets focus on uplifting and humorous content, and he often uses his platform to promote social justice issues. Chapman's wholesome approach to Twitter fame starkly contrasts the negativity that can come from social media, and his followers seem happy to engage with his lighthearted posts.
6. Neil deGrasse Tyson: The Astrophysicist Who Makes Science Cool
Neil deGrasse Tyson is an astrophysicist and science communicator with over 14 million Twitter followers. His tweets mix scientific insights and humorous takes on current events. His relatable and educational content appeals to a broad audience, making it frequently shared. Tyson also has a knack for addressing popular culture and online trends from a scientific perspective, which makes his content even more enjoyable to read.
7. Kanye West: The Controversial Celebrity Who Keeps Fans Guessing
Kanye West is a polarizing figure praised and criticized for his outspoken nature. His unpredictable and often controversial tweets keep followers engaged, and his recent Twitter activity has sparked renewed interest in his music and upcoming projects. West's tweets about music, fashion, and personal insights often lead to viral discussions and mainstream news coverage. For better or worse, his erratic Twitter behavior has made for some entertaining content.
8. Jack Dorsey: The Co-Founder of Twitter Who Tweets About ... Twitter
As the co-founder of Twitter, Jack Dorsey's insights into the platform itself and digital culture often go viral. With over 5 million followers, Dorsey's tweets about tech advancements and digital ethics drive high engagement. However, he also has a quirky side. Dorsey's tweets often include random musings that can seem out of place for someone of his stature, making him more relatable. His offbeat interests include cryptocurrency, veganism, and fasting.
9. Amanda Gorman: The Young Poet Whose Star Continues to Rise
Amanda Gorman is the young poet who delivered a stunning recital at the Biden inauguration. Gorman's popularity surged after her performance, and she quickly became a household name. Since then, her Twitter account has become a platform for inspirational messages and socially conscious tweets. With over 2 million followers, Gorman's content resonates with followers, making her posts frequently shared.
10. Naira Ashraf: The Viral Thread Expert
Naira Ashraf is known for viral threads on trending issues. With a following of over 300,000 on Twitter, Ashraf uses humor and storytelling to address relatable experiences and global issues, encouraging widespread engagement. Her viral threads often provide commentary on current events and social issues, typically including her unique anecdotes to illustrate larger points.
The Writing Process: How to Craft Engaging Viral Twitter Threads
When I write a Twitter thread, I follow a simple yet effective process that helps me hone in on what I want to accomplish with my writing.
Everything I write starts with six questions:
What problem am I solving?
Whose problem am I solving?
What are the benefits of solving the problem?
What promise am I making to the reader?
What emotion am I trying to generate?
What’s the following action I want my reader to take?
And for this thread, here were my exact answers:
What Problem Am I Solving?
This thread helps people figure out how to effectively use clickbait, etc., but then actually deliver value to that attention. A lot of people don’t know who Mr. Beast is or how quickly he has grown, so this thread will be an introduction to him for some people.
Whose Problem Am I Solving?
People who don’t understand the basic principles of capturing, keeping, and delivering value to that attention.
If you do these things, you will get higher returns on your content efforts. If you do these things, you 10x your chances of going viral. If you do these things, you will build inevitably build an audience.
What Emotion Am I Trying to Generate?
“Damn, I really wasn’t sure where this was going but there’s a ton here. I am better understanding the moral parts of using clickbait when I create something high-quality.”
What’s the Next Action I Want My Reader to Take?
Realize that you can apply these principles anywhere—YouTube, articles, landing pages, tweets—that these are the timeless principles for winning attention in the digital age.
Writing these out gave me a clear roadmap for where to take the thread. I was going to:
Create a curiosity gap for how someone could proliferate (what everyone wants to do).
Present the tactics in a “challenge your current way of thinking” format (i.e., that it’s okay to use clickbait, your current belief is wrong, and here’s why).
Give the reader actionable, tactical advice that Mr. Beast implements (which keeps readers moving down the page).
Ultimately, it reveals that the real driving force behind Mr. Beast’s success is his incredible focus and work ethic (and the tactics I laid out in the thread are secondary, which is what people need to hear).
And I think it’s worth unpacking this way of thinking a bit. Readers don't want to hear you must put in 10 years of work with insane obsession and drive to see the results Mr. Beast has seen. They want to go viral NOW! So, in crafting this thread, I kept this simple idea in mind: “Sell people what they want, but give them what they need.”
The Lead-in Tweet: How to Hook Readers with Curiosity
Alright, so – a few things are going on here.
First, recognize precisely what I’m promising here—rapid growth on any platform. That’s what the people want! I would never make a lead-in tweet that said, “Here’s his 3-part framework for putting in hundreds of thousands of hours and focusing harder than anyone else.” Why? Because no one wants to hear that!
So, in hooking their attention, I focused on selling them what they wanted – to go viral quickly. Now, for the tactical parts of the lead-in, here’s the framework I used:
A big, bold claim
Moment-in-time opener: “Over the last 12 months”
Huge number: over 50,000,000 subscribers
Credibility: I binge-watched 100 hours to study him
Reader-focused benefit: Here’s his 3-part framework (that YOU can use on any platform)
Big, scroll-stopping thumbnail image (learned from Mr. Beast himself!)
Casting a wide net: “You can use on ANY platform.” I wanted this thread to go viral. If I had said, “That you can use on YOUTUBE,” that would have shrunk the total size of the audience (since not everyone on Twitter cares about growing a YouTube channel).
Take a second to look at that construction. I hooked their attention with the word KING, brought them into a moment, sprinkled in a dash of credibility, and then told the reader exactly what they would get (and cast a wide net to capture as many readers as possible).
That’s the lead-in, but just as important is the second tweet.
The Second Tweet: How to Keep Readers Engaged
The lead-in is super important—it gets them to click and expand. But your second tweet is just as important—you have to give them a reason to keep reading. From there, you need to continue revealing new information and keeping the reader engaged.
My second tweet uses some of the same frameworks as the first tweet:
“Only 23 years old” – DAMN! Immediately, for anyone unfamiliar, that’s interesting
BIG NUMBERS – (90 MILLION, 15 BILLION, $40,000,000)
Mainstream credibility – Referencing squid games (and connecting the thumbnail image to this tweet)
Curiosity gap: I strategically left a cliffhanger with " What can we learn?” I think I could improve this with something like “and his success comes in just three simple steps” or something similar.
At this point, they've read my lead-in tweet and my second tweet—they're pretty much hooked. But now, I need to keep their attention. And how I do this is very intentional (again, using tactics from Mr. Beast himself).
Cadence for Keeping the Reader’s Attention
Copywriter Eugene Schwartz has this great quote: “Your words should read like a slippery slope, each word leading to the next to keep the reader sliding down the page.” This is extremely important with Twitter threads. Because all the reader has to do is swipe left and right, and boom, they’re gone.
Every tweet needs to keep their attention and give them a reason to keep reading. Here are the last lines of every tweet in the middle of the thread (where I’m doing everything I can to keep the reader engaged):
“So... what can we learn?”
“Let’s dig in:”
“Here’s what I mean:”
“Here’s where it gets fun:”
“This is 100% wrong – and Mr. Beast knows this...”
“Now, here’s where it gets interesting:”
“How he gets you hooked is the second lesson:”
“Here’s the INCREDIBLE intro from this video:”
“Link at the end, btw”
“And it all comes from a maniacal obsession on one thing.”
“And there’s a hugely important lesson here:”
“And when I say obsession, that’s an understatement.”
This thread was 18 tweets long. If you cut out the TL;DR summary at the end, 14 tweets ended with some kind of “open loop.” The reader couldn’t help but keep going! And since I knew the reader was “inhaling” the information, I brought it all home at the end with a clean summary to help them recall what they learned.
The TL;DR Summary: How to Help Readers Remember What They Learned
Since I optimized this thread for pacing and speed, I knew the reader might get to the end and need to remember a few things mentioned. So, I wrapped it all together in a “slow down and summarize” 3-tweet cadence.
The reader has inhaled the whole thread and is keenly aware of everything they just learned. They’re eating out of the palm of my hand! This is where the CTA comes in – it’s time to turn this reader into a follower and potential customer.
The CTA (Call-to-Action): How to Get Readers to Take Action
The goals I had for each reader, the “next action” I would want them to take at the end of the thread, were as follows:
Get them to subscribe to my email list
Get them to follow me
Get them to retweet the first tweet
So, I presented the CTA in that order. First, I gave them a compelling reason to join the email list, tailoring the description of our Ultimate Guide to match the principles I laid out in the thread (but in written form)
Then, I gave them another two things to do in case they skipped the one above. I said they should follow me @dickiebush. Importantly, I put my handle right there for them to click because I knew quite a few readers would not know who I was (since I was optimizing for virality).
Then, I made it easy for them to jump back to the top of the thread (which you can do by posting your thread and replying to the very end of it with a link to the top tweet, which you have to do in two steps).
Go Viral Today with Our Viral on Demand Platform
Picture a loudspeaker that amplifies your voice so everyone can hear you. In the same way, Megaphone boosts your Twitter presence so that the right people notice. The more you post, the better you get at it; eventually, you’ll be a Twitter pro.
Megaphone is a viral on-demand platform designed to boost your online presence authentically and organically. Our software connects you with influential creators in your niche, helping you grow impressions, followers, and leads without relying on paid ads. Key features include:
Diverse creator partnerships for sponsored posts, X spaces, and newsletter ads (coming soon).
Megaphone caters to startup founders, marketers, emerging creators, and ghostwriting agencies seeking to amplify their digital footprint and social proof. Our complex matching algorithm ensures you partner with your field's most suitable and valuable creators. Go viral today with our viral on-demand platform.