Network Density Over Spread

A discussion about how Nikita Bier sold his social app Gas to Discord, highlighting his approach to social networking and marketing.

Core Strategy

• Created simple social apps focused on high school popularity/compliments
• Prioritized network density over user growth/spread
• Successfully sold similar concepts twice (tbh to Facebook, Gas to Discord)

Marketing & Personal Brand Approach

• Built mystique through selective information sharing
• Created an aura of sophistication around social networking expertise
• Used Twitter to hint at "deeper knowledge" without revealing details
• Posted cryptic metrics and insights about social networking
• Maintained an air of exclusivity by appearing "too cool to try"

Business Results

• First exit: Sold tbh to Facebook (estimated $30-40M)
• Vested out earnout over 4 years at Facebook
• Second exit: Gas app sold to Discord (amount undisclosed)
• Generated ~$7M in gross sales in ~3 months with Gas

App Mechanics

• Simple concept: Users vote on superlatives about classmates
• Notification system: "Someone said you're cute" to drive downloads
• Focus on positive interactions among teens
• Emphasized "safe space" and "positivity" in media appearances

Marketing Tactics

• Created artificial scarcity/mystery around himself
• Hosted exclusive parties in LA
• Built following among "legends" in tech
• Used minimal effort approach to seem more sophisticated
• Leveraged success of first exit to build credibility

Key Learning

• Success came from understanding teen social dynamics
• Focused on simple, repeatable concepts
• Prioritized density in social networks over broad reach
• Used personal brand to amplify business success