How to consistently go viral: Nikita Bier’s playbook for winning at consumer apps

Nikita Bier is one of the most in-demand consumer, social, and growth experts in the world. He’s the co-founder of TBH (sold to Meta for more than $30 million) and Gas (sold to Discord for millions more) and has helped more consumer apps that have hit #1 in the app stores than any other person I’ve come across. He currently spends his time advising founders on growth, product, and design and is an investor and advisor to some of the best consumer tech companies, including Flo, Locket, Eight Sleep, Citizen, BeReal, Captions, and more. In our conversation, we discuss:
• The inside story of how TBH and Gas achieved explosive growth
• Strategies for building viral consumer apps
• Why teens are such a great audience
• Fighting the human trafficking hoax at Gas
• The challenge of creating durable social products
• His experience working as a PM at Facebook
• Advice for founders on building consumer apps
• Much more

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Book Nikita for 1:1 consultation/mentoring: https://intro.co/NikitaBier

Find the transcript and show notes at: https://www.lennysnewsletter.com/p/ho...

Where to find Nikita Bier:
• X: https://x.com/nikitabier
• Threads: https://www.threads.net/@nikitabier
• Website: https://intro.co/NikitaBier

Where to find Lenny:
• Newsletter: https://www.lennysnewsletter.com
• X:   / lennysan  
• LinkedIn:   / lennyrachitsky  

In this episode, we cover:
(00:00) Nikita’s background
(06:08) Nikita’s early ventures: Politify and Outline
(08:42) Transition to consumer apps
(13:45) The birth of TBH
(16:43) Building for teens vs. adults
(20:00) TBH’s viral success
(32:18) Leveraging live chat
(34:08) Lasting lessons from TBH
(37:00) Selling TBH to Facebook
(42:19) Big-tech product management
(48:46) Nikita on why “product management is not real”
(51:49) The Tim Cook painting story
(53:53) Leaving Facebook and starting a new venture
(58:02) Rebuilding TBH and overcoming challenges
(59:46) Addressing criticism
(01:04:24) The human trafficking hoax
(01:09:51) Selling to Discord and lessons learned
(01:11:36) Lasting lessons from Gas
(01:13:14) Building durable consumer apps
(01:22:35) The VC route
(01:23:27) Contact permissions in iOS 18
(01:26:53) The success of Dupe
(01:31:53) Advice for startup founders
(01:34:14) Work with Nikita

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Lenny may be an investor in the companies discussed.