Lenny's Podcast - The true secret to going viral
The discussion reveals that no app has sustained a viral factor greater than one for an extended period. Even Facebook, at its peak, had a viral factor of about 0.7, which lasted for about a year. The LinkedIn address book import feature, known for its viral potential, had a lifetime viral factor of about 0.4, which is considered good. The speaker emphasizes that features alone cannot sustain virality indefinitely. The true secret to virality is word of mouth, which is not a measurable feature but rather a spontaneous user-driven process.
Key Points:
- No app sustains a viral factor >1 for long.
- Facebook's peak viral factor was 0.7.
- LinkedIn's address book import had a viral factor of 0.4.
- Features alone can't sustain long-term virality.
- Word of mouth is the key to true virality.
Details:
1. 💬 Debunking Viral Myths
- There is no truly viral product; no app has sustained a viral factor greater than one for any real period.
- A viral factor greater than one means each user brings in more than one new user, leading to exponential growth. However, sustaining this is incredibly challenging due to market saturation and user fatigue.
- For example, apps like Clubhouse initially showed high viral factors but struggled to maintain them as user interest waned.
- Understanding the limitations of virality can help in setting realistic expectations and strategies for growth.
2. 📧 Address Book Import Feature
- LinkedIn utilized an address book import feature that allowed users to import their contacts easily. This feature automatically sent invitations to existing members within the contact list, significantly boosting user engagement and network expansion.
- The viral factor of this strategy reached approximately 0.7, sustaining this level for about a year, indicating a strong viral loop that contributed to LinkedIn's growth.
- The feature was both praised and criticized due to its aggressive nature in expanding the user base by leveraging users' existing social networks.
3. 📈 Viral Factors Explained
- The lifetime viral factor of a feature is considered good at 0.4, and great at 0.6.
- A viral factor of 0.7 indicates an exceptionally successful feature.
- Viral factors are calculated based on the rate of user referrals and the subsequent adoption by new users.
- For example, a feature with a viral factor of 0.6 means that each user, on average, brings in 0.6 new users.
4. 🗣️ The True Secret: Word of Mouth
- Word of mouth is identified as the true secret behind virality.
- Unlike mechanics or features, word of mouth is spontaneous and cannot be easily measured.
- The growth through word of mouth is not driven by structured mechanics but by personal user recommendations.