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Grow & market

Is my product going to go viral, and how do I make it more shareable?

Probably not, true peer-to-peer virality is rare, and most 'viral' growth is really one big broadcast reaching many people at once. Instead of praying for a viral moment, build sharing into the product and invest in intentional broadcast channels like PR and creators. Engineer word-of-mouth; don't wait for it.

Go deeper

2 resources, 1 link-checked.

📄 Article
✓ Link checked Freemium Intermediate

A myth-busting piece showing most 'viral' growth is actually broadcast reach, so you can stop praying for virality and engineer word-of-mouth instead.

Virality Is a Myth (Mostly)

From Lenny's Newsletter by Lenny Rachitsky ~12 min read

  • True peer-to-peer virality is rare; most spread is one big broadcast.
  • Roughly 95% of shares come from the source or one degree of separation.
  • Invest in in-product sharing and intentional broadcast channels (PR, creators).
Open lennysnewsletter.com →
📄 Article
Freemium Intermediate

Battle-tested referral advice from the person who turned Airbnb's host referral program into its biggest driver of supply growth, honest about when referrals do and don't work.

Building a Referrals Program

From Lenny's Newsletter by Lenny Rachitsky ~20 min read

  • Referral programs add fuel to existing word-of-mouth; they can't create it.
  • Motivating the referrer is ~90% of the problem to solve.
  • Expect under 10% of users to convert a successful referral.
Open lennysnewsletter.com →

Terms in this answer

Virality

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