GTM Sauce

Series · B2C · AI social network

Tweet screenshots of real Hinge chats where dates ask about your startup

Tweets went viral on tech Twitter; one date became a user; no numbers

Workedorganic-socialfounder-brand

What they did

Plain 'build in public' tweets got no attention, so Eunice (marketing lead) listed her job on Hinge as just 'Startup'. When matches asked, she teased instead of naming it ('the first AI social network') and tweeted screenshots of the real, unfaked chats, e.g. a match who looked her up and said Series was cool got 'So, you're trying to become a user?', with him saved as 'Jason (Hinge)'. She played up an 'SF tech girl' persona all the way. As a follow-up she went on a date with him and walked him through Series' onboarding in person. Followers began finding her on Hinge in other cities and joining in.

What happened

Tweets went 'pretty viral' on tech Twitter and became a running joke that followers played along with; the date signed up in person; Cupidly later built its launch video around her. No numbers in the body.

In their words

Eunice Lai - This 20yr old girl is a marketing genius…

Play from 2:25

Eunice Lai… So while I was working at Series, we were just saying, like, we have to find our way onto this platform, and I actually had a really old Twitter account that I made in 2016, but I've never posted on it, and my very first tweet where I kind of announced my arrival already had like 20 likes, which is nothing, but that's a lot more than most people on X, cuz most people stay in like one, two, three likes jail. But my very first tweet already had

2:25

Eunice Laisome sort of traction. So I just started off tweeting like, "Build in public," because that seemed to be the trend. But because that's the trend, no one really notices what you're doing. At this time, I was in New York, right? And it was my first time being single during the summer. So I was like, "Okay, I might get on Hinge and have some fun with it." And in my Hinge bio, for a job, it says like, "Startup." [laughter] So people would always ask like, "What kind of startup do you work at?" Because they're People are very interested in these unconventional careers, right? So then I'll be playful with it. So instead of just telling them the startups, I would be like, "Oh, the first AI social network," or I'll just drop hints.

Eunice Lai… one priority is converting users. So I just gave him a cheeky, "So, you're trying to become a user?" And I think this tweet in particular blew off because people found the fact that I named him Jason (Hinge) super duper funny, because I'm like reducing him to a Hinge date, or something like that. And I think there was just a running joke about like, you know, you would do anything for users. Because this tweet went like pretty viral in my eyes,

3:35

Eunice LaiI actually went on a date with this guy, and I physically turned him into a user. I walked him through the entire onboarding process, [laughter] and yeah, watched him become a user right in front of me. So yeah, I didn't like want it to be too overt, so we just had a really good time. We actually talked about life and ambitions and stuff before I popped the question at the end of the date.

3:54

HostPopped the question. [laughter]

11:52

HostThat's interesting, yeah. It's almost like a whole archetype and like character. You're yourself and you're having like actual conversations, but you definitely leaned into it. That's cool.

12:02

Eunice LaiYeah, I think you have to like You kind of have to full send the persona, right? If you only put a foot in the door, then people are going to be able to tell that, "Okay, maybe this is not your true self and you're trying too hard," right? But if you really like put your entire brand/personality into it, the smart people can realize that, "Okay, this is a mark persona they're they're putting on. They know what they're doing," and at the same time, they're able to like play along with it.

12:26

HostYeah. The more creators I meet, the more I realize this is true. It's like you take one like one small aspect of your personality that is true, it's like truly authentic, but then you just play it up to the max.

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Tags: x, hinge, persona, real-conversations, screenshots, humor, tech-twitter