Versus
A music-hub app that unifies your playlists and tracks from Spotify, YouTube Music, SoundCloud, and more — no more switching apps.
Category
Entertainment
Platforms
Year
2023
Versus
A music-hub app that unifies your playlists and tracks from Spotify, YouTube Music, SoundCloud, and more — no more switching apps.
Category
Entertainment
Platforms
Year
2023
The Challenge
Versus launched with a compelling technical premise — unify disparate music services into one streamlined experience — but struggled to translate that into a consumer narrative that resonated, drove installs, and built retention.
Versus launched with a compelling technical premise — unify disparate music services into one streamlined experience — but struggled to translate that into a consumer narrative that resonated, drove installs, and built retention.
Although Versus filled a genuine pain point for listeners tired of juggling multiple music accounts, its messaging and brand voice were inconsistent. Potential users often didn’t grasp the core benefit (convenience, unified library, discovery) until after using the app, and early user acquisition was reliant on technical audiences rather than mass music lovers. Moreover, user onboarding drop-off was high, and engagement stalled because the content and communication around the app felt disconnected from listeners’ emotional relationship with music.
Although Versus filled a genuine pain point for listeners tired of juggling multiple music accounts, its messaging and brand voice were inconsistent. Potential users often didn’t grasp the core benefit (convenience, unified library, discovery) until after using the app, and early user acquisition was reliant on technical audiences rather than mass music lovers. Moreover, user onboarding drop-off was high, and engagement stalled because the content and communication around the app felt disconnected from listeners’ emotional relationship with music.
Our Strategy
We crafted a content & brand narrative that centered around how people feel about music — the joy of discovering, the frustration of switching, the emotional connection to playlists — and then matched those emotional arcs with clear product demonstrations, social proof, and educational content to drive installs, activation, and retention.
We crafted a content & brand narrative that centered around how people feel about music — the joy of discovering, the frustration of switching, the emotional connection to playlists — and then matched those emotional arcs with clear product demonstrations, social proof, and educational content to drive installs, activation, and retention.
Instead of leading with features, we led with stories: what it feels like to have your music in one place, the delight of rediscovery, and the frustration of app-hopping. We wove those stories with how-to content, onboarding tips, playlist curation showcases, and real user journeys. Alongside that, we published short-form video explainers, testimonials, influencer sound designers, and “versus challenges” (comparing switching vs unified) to reinforce both rationale and emotional appeal. This narrative-driven strategy allowed Versus to stand out in a saturated app space, deepen connection with music fans, and guide them from install → activation → retention.
Instead of leading with features, we led with stories: what it feels like to have your music in one place, the delight of rediscovery, and the frustration of app-hopping. We wove those stories with how-to content, onboarding tips, playlist curation showcases, and real user journeys. Alongside that, we published short-form video explainers, testimonials, influencer sound designers, and “versus challenges” (comparing switching vs unified) to reinforce both rationale and emotional appeal. This narrative-driven strategy allowed Versus to stand out in a saturated app space, deepen connection with music fans, and guide them from install → activation → retention.
The Results
New Followers
Engagement Rate
Website Traffic
Get started
Your viral journey starts right here.
Book a free 30 min strategy call and we'll show you how to turn followers into customers.
Get started
Your viral journey starts right here.
Book a free 30 min strategy call and we'll show you how to turn followers into customers.
Get started
Your viral journey starts right here.
Book a free 30 min strategy call and we'll show you how to turn followers into customers.