Gm, gm.

In this newsletter edition:

👭 Web3’s sorting ceremony

🍕 Why virality is like a pizza

I logged off for one day—just one day—and came back to what can only be described as the Hogwarts sorting ceremony of Web3.

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My feed was overflowing with “Proof of $blonde” and “Proof of $brunette” posts. Women (and some enthusiastic men) were swearing allegiance to their chosen side, sharing photos, and posting memes like this. (Credit: Jay)

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$BLONDE began as a group chat that grew into something much larger—a celebration of women supporting women and flipping the script in the crypto space.
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Soon, other coins like $BRUNETTE and $GINGER followed suit, which kickstarted hilarious trends on X.

As the craze around girlcoins grew, I couldn’t help but ask: “Can virality actually be engineered?”
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Spoiler: It can.
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$blonde and $brunette didn’t just stumble into the spotlight. Their success was a clear example of how the right combination of elements can drive virality and capture widespread attention.
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In the next section, I’ll tell you how I used these elements to improve the reach of posts for a project.

We recently took on a client whose social posts were informative but lacked traction.

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Despite strong content, impressions stayed in the low hundreds, and engagement was nearly flat.

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The issue? Their posts felt more like announcements than conversations.

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To address this, we studied the $blonde and $brunette playbook. Turns out, engineering virality is much like creating a pizza.

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You can’t just toss ingredients together and hope for the best—you need the right balance of elements to make it work.

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We applied this approach to our own posts, creating content that incorporated the key elements of virality. Here’s how it all came together:
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The emotional hook (sauce):​
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We focused on creating hooks around relatable frustrations or feelings that would get a strong reaction from the audience and get them to read the rest of the post.

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For example, the hook in this post — “Gatekeepers are so 2000s; remember when you couldn’t upload a file over 10MB without permission,” works because it taps into a shared frustration—gatekeeping and outdated limits—while adding a nostalgic twist.

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Storytelling (The base):​
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Next, we built each around a clear theme. We moved beyond listing features to answering a fundamental question: Why should anyone care?

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Take scaling costs for instance. Instead of simply stating, “We offer cost-effective scaling,” we framed the tweet around the pain point of expensive scaling costs.

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This storytelling and punchy hook immediately connected with developers who have felt the sting of scaling expenses.

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Engagement (The cheese): ​
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We used humor and memes to invite readers to react, comment, and share. This “POV” meme, for instance, feels personal and familiar, encouraging others to join in on the joke.

Eye-catching visuals (the topping):​
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Finally, we revamped the visuals to be bold, playful, and scroll-stopping. Instead of generic images, we used memes, videos, quirky illustrations, and simple but powerful graphics that stood out on Twitter feed.

The result?​
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Impressions jumped from 600–800 to consistently 10K–20K, with significantly more people liking, sharing, and commenting.

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So, can virality be engineered? With the right mix of emotional hooks, storytelling, and bold visuals— yes.

I joined the girlcoin trend. Here’s my proof of $brunette