Daze Chat: How a Messenger App Built 42M+ Views Through Consistent Faceless Content
VC-backed messaging app Daze Chat has very quickly risen through the App Store ranks with a perfectly executed pre-launch strategy, generating over 42.3M views and building a 150K+ waitlist before their official November release.
The App
Daze Chat is a creative messaging app designed specifically for Gen Z, described as a "freeform messenger... if Figma and iMessage had a baby." Backed by $5.7M in funding the app allows users to:
Drag messages anywhere on screen
Customize fonts and text formatting
Draw directly in the chat
Easily share GIFs, videos, and audio messages
Distribution Strategy Breakdown
Daze Chat's growth is driven by a methodical content approach that they kicked off months before launch:
1. Consistent Cross-Platform Posting
Daze Chat launched their strategy across both, TikTok and Instagram:
Main TikTok account (@daze.chat): Launched April 15th
Over 31M views and 2.2M likes
Instagram account (@daze.chat): Launched April 16th
Over 47M total views and 1.4M likes
They maintained a consistent posting cadence, publishing one video per day on both platforms, and they're still keeping this up to this day.
Their most viral video was pretty straightforward: basically a screen recording of a chat happening live on the app, demoing the different features that made this app so different from typical text platforms.
It’s interesting to note that Daze got 26.4M TikTok views and 29.8M Instagram views BEFORE they launched on November 4th. While engagement seems to have slowed down since then, you can't deny how well they pulled off their pre-launch campaign.
2. Single Repeatable Content Format
Daze Chat's entire content strategy revolved around one simple, highly replicable format:
100% faceless videos
Screen recordings showing the app in action
Text conversation threads demonstrating the app’s features
B-roll footage running in background
Hooks based on creative messaging scenarios
3. High-Engagement Hook Structure
Almost every video follows a message exchange format with hooks based on different use cases of the app’s messaging drawing and customization features (Which are essentially endless).
4. Multi-Account Expansion
Beyond their main accounts, Daze Chat seems to have begun scaling with:
At least 4 smaller TikTok accounts (Much less posting frequency)
1 additional Instagram account
Targeting different languages and regions (E.g, @daze.chat.espanol)
5. User-Generated Content Amplification
One thing I love about Daze Chat’s approach is how, they built immense hype through a well executed pre-launch campaign, a waitlist, and a limited beta access rollout. This is amazing because they created scarcity and a sense of being "in" for early users.
This was a massive success: The waitlist had over 150k before launch, and whenever early users gained access, they rode the hype wave and began posting organic content which amplified the app's social presence. For example:
But that's not all. Daze also earned (or paid for) content posted by independent channels / influencers, for example:
Why This Strategy Works
In a nutshell:
Pre-Launch Hype: Daze built a 150K+ waitlist created immediate momentum at launch through scarcity and FOMO.
Format Consistency: Finding one winning format and sticking with it
Feature Showcasing: Every video demonstrates product functionality while entertaining
Cross-Platform Optimization: Same content strategy deployed effectively across platforms
Bulk Creation Efficiency: Faceless format enables easily repeatable content production
Takeaways for App Marketers
Launch with distribution figured out: Daze Chat built their audience months before launching the product
Keep using winning angles: They doubled down what works, and while they didn’t really test at scale with multiple content styles, that could well be an opportunity for future campaigns.
Show, don't tell: Every video demonstrates exactly how the product works
Leverage platform virality: The app’s interface is attractive and naturally fits in with social algorithms.
Expand strategically: Only after establishing their main account did they begin multi-account efforts
In a crowded messenger app space, Daze Chat proves that a consistent approach to social content can build massive anticipation and create organic momentum far beyond paid acquisition strategies.
