How To Build Viral Products

This post explores the different methods to build popularity of products a Product Manager builds

As stated in our post of What does a Product Manager do?, the task of the Product Manager is not just to build a product but also communicate the value of the Product to the user, this post explores the different methods which a Product Manager can deploy to build a VIRAL PRODUCT.

TWO SIDED REWARD

Create an incentive for a user to invite their friends, and for their friends to accept the invite. Rewarding both sides is crucial — if the incentive is missing for either side, it won’t catch.

APPEAL TO VANITY

Appeal to users’ sense of vanity and competitiveness to encourage them to spend more time using your product and invite others into it. Expose metrics for them to drive up.

COLLABORATION

Applications built for collaboration or communication between coworkers are inherently viral. Some have a single user mode, but additional value is realised from the product with multiple people.

EMBEDS

Create the ability for others to embed your product into their website. This will create exposure, and also model to potential users the expected content and behaviors in your product.

ARTEFACTS SHARED ON SOCIAL MEDIA

Your product naturally produces artefacts that can be shared manually or automatically on social networks. Clicking through takes potential users back to your product.

ARTEFACTS SHARED ON MESSAGING

Your product generates artefacts or URLs that are expected to be shared via messaging. Your product provides a rich experience around the information that’s shared.

The one commonality among all different types of virality is that they encourage existing users to advocate for your product, which then generates awareness and consideration with their circle of influence.