A family-friendly music app just broke into the Top 500 for Music in the U.S.

Launched 11 months ago, Verso silences explicit words from any song in your library. From Apple Music to Spotify, it can be linked to any music service.

Verso is running nearly 20 accounts across Instagram and TikTok.

They are running an unusual UGC wave: The majority of creators are older women, mostly mothers.

Their goal seems to be to target parents, as they would be their core users.

They have now crossed 30M total views.

One ambassador stands out from the others for going viral repeatedly.

@tay.millennialmom hit 14.8M views on Instagram by herself.

She starts each video with a clip of herself putting on makeup. Sometimes blush, others mascara, other times lipstick. Then, she acts shocked as if she didn’t know she was being filmed, and switches the camera.

That’s when she shows the app demo on her phone screen. She usually shows a popular song running on Spotify, and simply uses the “filter” button, that the app has.

Her biggest hit reached 3M views on April 27, with:

“NO WAY you can make any song clean“

Among her best-performing videos, one hook style stands out for how consistently it goes viral:

“YEARS doing [x] & NO ONE told me about this“.

As you can see by the chart, Tay has hit 5 viral videos in the span of 2 weeks using this strategy. Verso shows how much one creator can do when the audience, format, and product all line up.