X's Nikitabier: viral growth needs shareable core content, not Spotify Wrapped-style hacks
thejasminejade · x · 2026-10-10
Nikitabier, who leads product at X, argues that true viral growth comes from users frequently sharing your app's core content across networks—not from bolted-on growth hacks. He calls the latter "Spotify Wrapped syndrome": topping the charts for a day only creates phantom validation.
He points to TikTok and Instagram, which grew because their feed content was inherently shareable, and urges founders to make their main content shareable rather than copying one-off stunts.