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Anonymous

Stealth • 8m

VIRALITY IS A MYTH 1.True virality rarely exists. 2. When it does, it’s very short-lived, and quickly reverts to linear (or worse) growth. 3. When we see a product going “viral,” it’s very rarely driven by a many-to-many spread, but is instead the result of someone with a large audience broadcasting it (i.e. one-to-many). 4. Even though products don’t grow virally for long, it’s still absolutely worthwhile to optimize mechanisms of virality (e.g. word of mouth, invites, referrals, a remarkable product), since that can drive ongoing (free) growth. 5. At the same time, to ignite (and re-ignite) moments of “virality,” you’ll need to invest in getting large one-to-many broadcasts. For example, PR, influencers, TV. Just read this on a great newsletter.

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