How Jamie Grew Verse to 10 Million Users in 2 Weeks (Without Breaking a Sweat)

Hey friend! Welcome back to my newsletter. Here, we break down growth hacks and TikTok trends (so you don’t have to doom scroll). I just talked to Jamie, who took Verse from zero to 10 million users in 2 weeks! We got into the exact strategies she used to make it happen and why this app was built for virality. Ready to learn the playbook? Let’s dive in! ✨

10 Million Users in 2 Weeks: Jamie’s Playbook Revealed

Q: Can you start by explaining what Verse and ‘Your Internet Bedroom’ is?

A: Verse is a creative platform where users build personalized digital collages, or “Verses,” based on their interests. To create a viral stunt, the team launched a web version with a feature allowing users to connect their Spotify. This automatically generated a personalized Internet Bedroom—a digital room reflecting their music preferences and personal style. By making it quick and effortless, the campaign allowed users to share these rooms easily, tapping into the power of self-expression and turning the platform into a viral sensation.

Q: What’s the number one thing you need to do to make an app go viral?

A: Simplify your value proposition. Jamie says, "Dumb it down completely." If people can’t immediately understand what your app does, it won’t take off. Clarity is key.

Q: What kind of content really spreads on social media?

A: Content that’s highly personal, creative, and shareable - like Your Internet Bedroom. Jamie explains, "We showed people how to create something beautiful in one minute, and then share it in one minute." Users could design their own “bedroom” based on their music and pop culture favorites, then share it across social platforms. This type of content resonates because it feels personal and fun, allowing users to showcase a part of themselves, and that’s what really spreads on social media.

Q: Should you rely on influencers to go viral?

A: Real virality happens when regular users pick it up. Jamie's team worked to seed the trend with a couple creators, but she says, "No trend truly becomes a trend until people we didn’t hire start making videos."

Q: How did you choose which creators to work with?

A: The team focused on creators with active, engaged followers. Given the app's tie to GenZ, they found creators that were a natural fit. It wasn’t about follower count but genuine interaction. "Big numbers don’t mean much if no one’s paying attention," Jamie explained. The tweets were crafted to spark conversation and engagement

Q: How do you stay connected to your audience?

A: Jamie believes you have to "be chronically online." She spends 4-8 hours a day on TikTok to stay connected to Gen Z culture, which helps her understand exactly what will resonate.

Q: How can I make my campaign relevant to my audience?

A: Use cultural references and inside jokes that your audience relates to. Jamie says, "There’s a lot of corny viral content out there, but it doesn’t work because people don’t want to associate with it. We focused on making our campaign feel like an inside joke for our generation." She gave an example, "People loved when we added references like Crumbl Cookies and Miralax to the rooms in the campaign. It was like, ‘Oh, they really get me!’—it made the campaign feel personal and relatable."

Q: What platforms should I focus on?

A: Try everything, see what sticks, and double down on what works. "We tested across the board, and when one platform showed promise, we leaned in hard. Spray and pray.”

I learned so much from chatting with Jamie just for just 20 minutes! Thank you so much to her for her time and sharing these secrets. Congrats to the founders Bobby Pinckney and Michelle Yin for this viral success!

See you guys next week for more growth hacking/content stories.

Best,

Walid