To disrupt the current social media landscape, where only 1% create content, 10% engage, and 90% consume, Ish Goel, Nitika Goel and Kartic Rakhra, founded the social media discovery app, Hunch, in December 2022
The core philosophy of the app is to transforms 'likes' and 'follows' into meaningful connections and cultivates an environment that is both authentic and interactive
The startup has raised $26 Mn in funding to date
Social media has influenced everything from the way we interact to the way we make purchasing decisions. However, a growing disillusionment seems to be emerging among Gen Z, the quintessential followers of social media.
Often stereotyped as digital natives glued to their screens, this demographic may be close to reaching a tipping point. A recent survey by Talker Research of 2,000 Gen Z Americans found that three out of four believe social media negatively impacts their mental health.
Despite this, many are not ready to abandon social platforms. They cite boredom and the need for distractions as the reasons to stay engaged. This raises an important question: Can we eliminate doom scrolling while still enjoying the benefits of social media?
Ish Goel, a serial entrepreneur and the founder of Hunch, believes that the key to solving this issue lies in transforming users from passive consumers into active contributors.
“The 1:10:90 rule applies to most social media platforms, which is 1% create content, 10% engage, and 90% merely consume,” Goel said, adding that Hunch aspires to change this by giving voice to silent spectators online.
To challenge the current state of affairs, Ish, along with Nitika Goel and Kartic Rakhra, founded the new-age social media discovery platform, Hunch, in December 2022. Imperative to mention that the trio had previously founded PlotX, a Web3 gaming startup, in 2020.
Moving on, the premise of Dubai-based Hunch is simple — The platform allows users to create polls on any topic — from politics to education, entertainment, dating and more — while maintaining complete anonymity. Unlike traditional platforms, Hunch has no private accounts and its polls are open to all.
Users can engage by voting, or ‘hunching’ (as the founders like to call), commenting or adding emojis and likes. They can also follow each other without the pressure of revealing their identities. The founders hope this anonymity will lead to more candid discussions on the new-age social media discovery platform, providing users with a safe space to express their thoughts without the fear of being judged.
Currently, Hunch claims to have over 2 Mn users in India and the US. The platform targets young adults between 18 and 30 years of age.
Breaking The Social Media Mould: The Hunch Way
Highlighting the core philosophy of their platform, the founders said that the Hunch app transforms ‘likes’ and ‘follows’ into meaningful connections and cultivates an environment that is both authentic and interactive.
“We empower users to express themselves freely without the burden of societal expectations and getting judged,” Ish said.
With its thesis to completely change the existing social media paradigm, Hunch aspires to challenge the dominance of established players. Interestingly, the startup aims to accomplish this by betting big on polls. Unlike other platforms that offer polls just as a feature, Hunch places them at the core of its user experience.
Further, the concept of anonymity also resonates strongly with social media users, which the Hunch founders claim to have championed in their endeavour.
A 2024 study by the University of Queensland reveals that people prefer to remain anonymous online because it provides a sense of comfort, especially for those who are self-conscious or socially anxious in real life. Anonymity allows them to participate in discussions and form relationships without feeling exposed.
Hunch leverages this insight to its advantage. However, on the flipside, the same study also notes that anonymity can lead to antisocial behaviour, such as trolling or cyberbullying, due to lack of accountability.
So, how does Hunch address this issue? Well, for this, the startup has created clear and comprehensive guidelines that define what is acceptable on the platform and what’s not. The app’s guidelines are in line with the laws in India and the US.
To manage user-generated content, Hunch employs a robust content moderation system that combines AI-powered tools and a dedicated review team. Users can report the content, including private messages, which they believe violates community guidelines.
The app’s reporting feature is user-friendly, allowing individuals to label specific violations and offer additional context. Each report is manually reviewed by an in-house team, while AI tools assist in identifying content that breaches community guidelines. Additionally, Hunch’s in-app reputation system, driven by a ‘Vibe score’, filters out bot accounts and helps distinguish between good actors from bad ones.
Challenges And Funding Opportunities
Entering a market dominated by giants like Facebook, Linkedin, Instagram, and others has not been an easy feat for the Hunch founders. Despite this, as per Ish, they have been able to successfully capture the attention of social media users through a well-thought-out strategy, primarily focussed on product differentiation and marketing.
Meanwhile, Hunch’s tech team, which is entirely based in India, has developed a proprietary algorithm designed to match user profiles with content that aligns with their interests.
“Our entire tech and product team operates out of India. We have hired top-tier tech talent. Our tech stack includes a diverse range of tools, including GraphQL, Kinesis and more,” Ish said.
The algorithm analyses the polls a user answers and recommends connections with others who have similar responses. The more polls a user engages with, the richer the data, which enhances the app’s ability to connect people with shared interests and viewpoints.
This matching system ensures that users encounter others who resonate with their preferences, allowing them to build more meaningful and relevant interactions. For example, if a user frequently engages with content related to dating, their feed will likely feature more dating-related polls. This personalised approach ensures a relevant and engaging user experience.
However, what’s more interesting is that Hunch’s social media bet with polls at the centre seems to be resonating well with venture capitalists (VCs), too. The startup first raised $3 Mn in seed capital in December 2022. Then, in March 2024, it secured $23 Mn in a Series A funding round led by Alpha Wave. South Korea-based VC firm Hashed Emergent and others also participated in the round.
The funding push has been pivotal for Hunch, enabling it to scale its tech team and fuel its marketing efforts.
Ish noted that as a new entrant in the social media space, the startup initially faced several challenges in encouraging users to transition from familiar platforms to Hunch.
To take control of the situation, the founders adopted a marketing strategy that comprised performance and brand-based approaches, including PR efforts, influencer campaigns and campus marketing initiatives.
Buoyed by growing interest from Indian users, Hunch gained the confidence to expand and launched in the US in 2023. This move was a logical step, given that India and the US are the largest social media user nations globally, with 755.47 Mn and 302.25 Mn users, respectively, after China at 1Bn+, according to Demandsage.
Hunch For The Future
Currently in its pre-revenue stage, the founders’ short term goal is to create a sustainable revenue stream. To capitalise on the value and utility that users gain from the platform, the startup is primarily considering monetisation through in-app purchases.
In addition, the startup is laser focussed on solidifying its presence in the US market, all while broadening its user base in India.
As per Ish, the strategy is different from most of its Indian counterparts. For example, Koo and Moj attempted to Indianise X and TikTok, respectively. While Koo has now ceased to exist, the Indian government pulled the plug on TikTok on June 29, 2020.
With hardly anything in common, Hunch is actively pursuing its goal of empowering global users to voice their opinions. However, come as it may, the anonymity proposition could be a double-edged sword.
While it allows people the freedom to express themselves, it also opens the door for misinformation and hate speech. To mitigate these risks, the founders will need to make sure that the platform does not become a breeding ground for trolls and cyberbullies.
