09.3 · Capability in Distribution

Viral growth

Growth that comes from users bringing other users, through sharing, invitations and network effects.

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09.3.1Referral loopsIncentives and flows that turn users into recommenders.
09.3.2Sharing mechanicsFeatures that make the product's output worth sharing.
09.3.3InvitationsLetting users invite others into the product.
09.3.4Network effectsWhen the product becomes more valuable as more people use it.
09.3.5Viral coefficientHow many new users each user brings in.

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Where to start

3 resources

articleStart here
5 crucial stages in designing your viral loop ↗
Andrew Chen · 9 min
The steps from a user deciding to invite someone to that person becoming a user, and where loops leak.
articleGo deeper
The best way to drive viral growth is to increase retention and engagement ↗
Andrew Chen · 15 min
Why invitations come from engaged users, so retention work often lifts virality more than referral tricks.
articleGo deeper
The network effects bible ↗
NFX · 2019 · 30 min
The different kinds of network effects and how strong each one is, from investors who study them.

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Tools for this topic are being researched.