Hooked with Julia and Nick

Join Quinn Slocum, the 25-year-old founder of @BestCelebrations and @Culture, as he shares his journey from editing Vine clips to amassing over 4 million followers without paid ads. Quinn unveils the '1,000 True Fans' framework, crucial for sustainable growth, and reveals how he built lasting communities through personal engagement. Discover his strategies for growth—from a scrappy start buying and flipping accounts to redefining his brand's identity. Learn about team building without burnout, and making authentic partnerships that foster long-term equity.

Zuhair Lakhani, founder of DoubleSpeed and a growth hacker, dives into the future of AI-driven content creation and the creator economy. He shares insights on how he generated $100K in sales on TikTok using just AI tools like Midjourney and ElevenLabs. Zuhair explains the concept of warming accounts for algorithmic success and the advantages of using synthetic influencers. He also discusses the balance between AI automation and human involvement in content creation, emphasizing the need for mastering virality before scaling.

He built three 7-figure brands. Shut one down. Then grew his personal Instagram account from 0 to 150K followers in three months by turning content into a system.In this episode, Caleb Ulffers breaks down the exact playbook founders can use to grow faster through short-form video (even if you’ve never posted before).We talk about gear, process, mindset, and why founder-led content is the most powerful growth channel in the world. If you’ve ever wondered how to start, what to post, or how to make content actually drive sales: this is your episode.🎧 Watch the full thing: hookedpodcast.com⏱️ Timestamps00:00 – Caleb’s background and how he rebuilt post-Haven03:30 – Why short-form content is the new founder moat07:00 – The “Cut 30” system that changed everything11:15 – Why most videos flop (and why that’s okay)13:30 – The real reason consistency beats virality17:00 – Building series and systems that scale20:00 – The inbound power of founder-led content27:00 – Caleb’s gear, setup, and scripting process31:00 – His 90-day playbook for brand growth39:30 – Getting your first sponsorships the right way44:00 – The mindset shift every creator needs

What if your next marketing campaign didn’t need a single dollar in ad spend?Ben Schaefer, co-founder of Cinque, built a 400-person community in San Diego through authentic experiences (surfing, music, and connection), all grown through organic social. No ads and no agency. Just people who cared.In this episode of Hooked, Ben joins Julia and Nick to break down how he turned one simple idea into a viral movement, and why Gen Z’s scrappy approach to marketing is rewriting every rule in the playbook.🕒 Timestamps00:00 FYP Palm Reading – what Ben’s TikTok feed says about creativity07:40 The new art of editing and why Gen Z storytelling hits differently10:50 From a bank job to building a viral community17:30 The power of posting before you’re ready24:00 How Cinque grew with $0 in ads33:00 Why community converts better than campaigns40:00 Partnerships that double reach and build momentum49:00 Ben’s hot take: LinkedIn is the next big growth channel53:40 Gen Z’s marketing advantage and what brands can learnWhat You’ll Learn• How to turn community into your best growth channel• Why “fake social proof” is a powerful testing tool• How to build hype before you build product• Why Gen Z outperforms big brands at authenticityWatch or listen to the full episode of Hooked now → ⁠hookedpodcast.com⁠

How do you build a tech startup that actually brings people together and then walk away from it to chase your dream?In this episode of Hooked, Playkit co-founders Julia Pintar and Nick Sanchez sit down with Avery Kokka, the 23-year-old co-founder and former CMO of Plots, a venture-backed startup backed by a16z that’s reinventing how Gen Z connects IRL.Avery shares how she turned her passion for live events into a viral growth engine and how she’s now channeling that same creativity into a full-time career as a DJ and artist.Highlights From This Episode:(00:06:00) – The chaotic truth about growing on TikTok as an artist(00:08:15) – How Avery and her team used events to acquire their first 100K+ users(00:14:45) – The college playbook: why LMU’s “boring” nightlife became her unfair advantage(00:18:50) – The secret to competing with bigger startups: relationships and scrappiness(00:22:00) – Julia’s lesson on why giving value always wins (in startups and life)(00:24:30) – The “college page” strategy that took Plots from 0 → 300,000 users(00:32:30) – Knowing when to drop what’s working (and when to pivot)(00:38:40) – “People don’t care about your brand… they care about the humans behind it.”(00:40:10) – How Julia hacked early TikTok growth by adding her face to brand videos(00:45:30) – Do views really equal conversions? The truth about organic attribution(00:53:00) – Avery’s transition from startup life to music and what losing someone taught her about risk(00:55:00) – Why building your life around what you love is the ultimate act of creativityWhat You’ll Learn:• How to build community-first products that grow organically• Why authenticity beats polish every time on social• How real-world experiences can power viral growth• What it takes to transition from tech to creative work• How to think scrappy when you can’t outspend your competition🎧 Listen now on Spotify, Apple Podcasts, or YouTube.Follow Playkit for more conversations with founders, creators, and operators rethinking what growth looks like in 2025.

This week’s episode is just us (Julia and Nick) answering the top questions we’ve been getting from founders and creators about UGC, virality, and scaling content.From how to find your first creators to how some people are making $10K+ a month filming TikToks, we’re breaking it all down this week.Whether you’re a founder trying to drive installs or a creator trying to land your first brand deal, this one’s for you.Timestamps:0:00 – IntroDMs from founders + creators → today we answer your biggest questions.1:02 – How to find your first creatorsMarketplaces vs. posting your own “I’m hiring” TikTok.3:40 – What is UGC (and how it’s different from influencers/ads)Old UGC vs. new UGC.5:47 – Coaching creators to go viralHooks, iteration, tracking analytics, and teaching them to think like TikTok users.9:57 – What to do after a viral hitWhy you should double down on what worked and mine the comment section for iteration ideas.11:24 – What is a UGC ambassador program?How dozens of creators posting at once creates mini-trends.13:05 – What makes Playkit different from other agenciesFrom Julia’s creator background to a Gen Z team that posts daily.14:56 – How to stand out as a new creatorThe 3 content pillars every personal brand needs.19:25 – How much money UGC creators actually makeFrom $100 a week to $10K/month and why brands are hiring full-time creators at $200–300K salaries.21:32 – Wrap-upDM us your questions for future episodes!

This week on Hooked, we sit down with Anna Greene, PlayKit’s Head Strategist, crochet YouTuber with nearly 100K subscribers, and the Gen Z marketer behind hundreds of millions of TikTok views.Anna’s journey is anything but traditional: she went from being a teenage photographer working with brands like Vogue, to running a viral crochet channel in high school, to studying computer engineering (before realizing she hated it), to finally leaning into social media and marketing. This path that’s now made her one of the sharpest strategists in UGC.In this episode, Anna shares what it’s like to build authority as a Gen Z creator, how she battles imposter syndrome, why “just post” is lazy advice, and why authentic content always beats perfect aesthetics.If you’re a founder, marketer, or young creative looking to break into content, this conversation is your blueprint.Highlights00:00 – Intro banter & Anna’s first podcast appearance01:00 – Favorite podcasts & crocheting while listening to true crime02:00 – Anna’s role at PlayKit and viral strategy background06:30 – Starting a crochet channel during COVID & going viral on YouTube08:30 – Monetizing crochet tutorials vs. patterns vs. ad revenue10:30 – Why crochet (and “grandma hobbies”) became cool again12:00 – The power of evergreen tutorial content13:30 – Switching from computer engineering to marketing16:00 – Teenage photography business, Vogue features, and early brand work20:00 – First sponsorship deal with Locket & entering the UGC world22:30 – How Julia’s cold DM got Anna onboarded to PlayKit26:00 – Building confidence as a young strategist & battling imposter syndrome31:00 – Why “just do it” is the cure for perfectionism and paralysis33:00 – Being Gen Z as a superpower for marketing38:00 – Why “just post” isn’t enough & the importance of authenticity39:30 – The death of aspirational influencers and rise of relatability42:30 – Why content creators are salespeople (and what that means)44:30 – The “bangs TikTok” story & how the internet reshapes self-image50:00 – The dark side of influence: overinflated presence & mental health risks57:00 – The fleeting nature of influencer fame & burnout cycles01:01:00 – UGC vs. influencer: how to monetize without the downsides01:04:00 – Why UGC works better than polished brand ads01:08:00 – Where content formats are headed & staying ahead of consumer fatigue01:14:00 – How to turn being “chronically online” into a career skill01:18:00 – Anna’s live breakdown of how she’d market a hypothetical app01:30:00 – Relationships, self-belief, and why support systems matter01:34:00 – Anna’s growth after leaving a relationship that held her back01:35:00 – Closing reflections & where to find Anna online

Alexis Hedley went from posting one viral TikTok in college to managing 200+ creators and millions of views as Playkit’s Campaign Manager.In this episode, she pulls back the curtain on what it actually takes to succeed as a creator or land your first role in the UGC space. From monetization frameworks to horror stories of creator outreach, Alexis shares the tactical insights every founder, brand, and aspiring creator needs to know.What you’ll learn:• How Alexis went from creator → strategist → campaign manager.• The 4 monetization “buckets” every creator should know.• Why you don’t need a huge following to make money.• The right way (and wrong way) to pitch brands.• What creators get wrong about “finding a niche.”• Why startups are the best place to launch a content career.Timestamps:0:00 – Cold open: Alexis on content & monetization0:09 – Intro to Alexis Hedley, Campaign Manager at Playkit2:00 – The For You Page, TikTok Lives & how algorithms influence behavior14:00 – Alexis’ background: small-town California → Ole Miss → first viral TikTok23:00 – Breaking into startups with no experience (and first big lessons)26:00 – The money behind UGC: what creators actually charge30:00 – Creator outreach horror stories & how to stand out35:00 – Why startups are the best way to break into content + taking initiative46:00 – Running her first campaign, making $10K in bonuses, & helping friends quit jobs to create full-time56:30 – How Playkit structures creator pay: weekly payouts + bonuses1:02:00 – Finding your niche: what you love to create vs. consume1:06:00 – The 4 monetization buckets every creator should know1:13:00 – The evolution of UGC: hook + demo → skits → founder-led content1:23:00 – Rapid fire: craziest excuses, proudest moments & final adviceIf you’re a founder or creator who wants to grow your engagement and eventually monetize your accounts, you’re going to love this. Tune into this episode of Hooked on Spotify, Apple, YouTube, or wherever you get your podcasts!

Garrett Rothstein (founder of Queue, ex-Snapchat, Bird, Quibi) shares how he turned TikTok into a growth engine, engineering features for virality, building a captions matrix, and iterating 100+ times before hitting his first breakout video.If you’re a founder, marketer, or creator, this is a masterclass in how to design products and content for distribution.Timestamps:0:00 – Cold open: 100 TikToks before the first viral hit1:15 – Intro: Who is Garrett Rothstein & how Q + Playkit teamed up4:00 – Building Q & engineering the “swipe with a friend” feature for TikTok virality9:20 – The captions + iteration matrix (inspired by MrBeast)12:00 – Why some videos flop & others go viral: hooks, pain points, and couples content19:20 – Triggering comments, planting Easter eggs, and why shares matter most25:30 – The comment section as the new Reddit31:10 – Lessons from Snapchat, Bird, and Quibi36:00 – Gamification, streaks & consumer psychology that drive growth39:00 – Founder life: balancing CEO duties with content creation44:30 – Staying sane: health, habits & mental resilience48:20 – Advice for students + how to get hired as a creator56:30 – The future of AI in content: slop vs. real utility1:07:00 – Rapid fire: biggest flop, consumer psych tricks, daily routinesWhether you’re scaling a startup, running campaigns, or just curious about how virality actually works, this episode will leave you with playbooks you can apply right now.Don’t forget to listen, subscribe, and share Hooked on Spotify, Apple Podcasts, or YouTube to catch every new drop.

Chris Josephs (founder of Autopilot and the Pelosi Stock Tracker) joins us for a no-BS breakdown of what makes each platform tick, and why creators and brands keep getting it wrong.We cover how Instagram, TikTok, and Twitter actually work, why authenticity always beats polish, and the creator strategies that scale. If you’ve ever felt lost about what to post and where — this episode gives you the playbook.Timestamps:0:00 – Intro: who is Chris Josephs6:00 – Why DMs are still the most underrated growth channel12:00 – The origins of the Pelosi Tracker18:00 – Instagram vs TikTok vs Twitter: what creators miss25:00 – Authenticity vs polish: why raw TikToks win32:00 – How to find the right type of creator for your team41:00 – The right (and wrong) way to use AI in content51:00 – Organic vs paid: where the real growth comes from1:02:00 – The Third Door mindset for creators and founders1:10:00 – Advice for anyone trying to break into startups or contentSubscribe for weekly deep dives with founders, CMOs, and creators on how growth is actually happening right now.