“Turkey banned Instagram for 11 days and we got 15 million downloads in 4 days... Once the spike is gone you hit a new normal at a higher level.”

Geopolitical Spikes Reset Your New Normal — Each Crisis Establishes a Higher Floor

Super Unlimited experienced multiple geopolitical surges — country-level social media bans, civil conflicts — that delivered tens of millions of downloads in days. The key insight Tanuj shares: after each spike recedes, the retention floor is higher than before. New users acquired in a crisis frequently stay. The strategy is to be ready (excellent product, low friction) so that when an external event drives a surge, it converts into a durable cohort, not just a vanity moment.