Understanding Social Media Users and Building Virality into Your Product


Hatched by Glasp

Sep 22, 2023

5 min read


Understanding Social Media Users and Building Virality into Your Product

In today's digital age, social media has become an integral part of our lives. It has transformed the way we connect, share information, and even build professional networks. However, not all social media users are the same. There are distinct categories that define their usage patterns and motivations. On the other hand, businesses and product developers are constantly seeking ways to make their products go viral and attract a larger user base. In this article, we will explore the four types of social media users and examine nine actionable strategies to build virality into your product.

The first category of social media users is the Professionals. These individuals primarily use social media platforms to expand their professional networks and showcase their expertise. They spend a considerable amount of time crafting their posts to share their insights on important issues and trends. For businesses aiming to tap into this user group, it is crucial to provide them with opportunities to connect with like-minded professionals and engage in meaningful conversations. By creating a platform that facilitates networking and knowledge-sharing, you can attract Professionals and encourage them to invite others to join.

Next, we have the Creators. These individuals are known for their innovative ideas and trendsetting nature. They feel inspired to share their pioneering thoughts with the world. Creators have a significant influence on their followers, who look to them for the latest trends. To make your product appealing to Creators, it is essential to provide them with a platform where they can showcase their creativity and gain recognition. By incorporating features that allow them to create and share unique content, you can attract Creators and leverage their influence to drive virality.

Sharers, the third category, are thoughtful individuals who enjoy helping others through social media. They actively share valuable information, resources, and insights with their network. To tap into this user group, businesses should focus on creating content that is informative, engaging, and share-worthy. By providing users with content that adds value to their lives and encourages them to share it with others, you can leverage the power of Sharers to spread awareness about your product.

Lastly, we have the Bonders. This group is highly active on social media and places great importance on building and cultivating relationships. They actively engage with their followers by liking and commenting on posts. To attract Bonders to your product, it is crucial to create a sense of community and foster meaningful interactions. By incorporating features that encourage users to connect, engage, and build relationships with others, you can tap into the Bonders' desire for social connection and use their active participation to drive viral growth.

Now, let's shift our focus to building virality into your product. The first strategy is to create incentives for users to invite their friends and for their friends to accept the invite. This two-sided reward system is crucial for catching virality. LinkedIn, in its early days, successfully implemented a similar approach by showcasing the number of connections on users' profiles, incentivizing them to invite more users to connect.

Another effective strategy is to create the ability for others to embed your product into their website. This not only generates exposure but also models the expected content and behaviors to potential users. By allowing others to showcase your product on their platforms, you can increase its visibility and attract new users.

Social sharing is another powerful tool for driving virality. If your product generates uniquely interesting content, users can be encouraged to share it on their social networks, spreading knowledge of your product to their network. Auto-shared content onto other networks can be particularly successful in this regard, as users are more likely to share appealing artifacts that align with their interests.

Your product should also generate artifacts or URLs that are expected to be shared via messaging. By creating a rich experience around the shared information, you can make users want to share it with their contacts. This strategy is reminiscent of Hotmail's signature line at the end of every email, which played a significant role in its rapid growth during the early days of the web.

It is important to note that while virality is essential for product growth, the quality of the product itself is crucial for conversion and loyalty. Virality should be built into the core mechanics of your product from the start, rather than being added as an afterthought. By focusing on creating a high-quality product that delivers value to users, you can ensure long-term success.

In conclusion, understanding the different types of social media users and incorporating strategies to build virality into your product can significantly impact its growth and success. By catering to the needs and motivations of Professionals, Creators, Sharers, and Bonders, you can attract a diverse user base and leverage their influence to drive viral growth. Additionally, by implementing incentives, embedding options, social sharing features, and messaging-friendly artifacts, you can create a product that is inherently viral. Remember to prioritize the quality of your product and build virality into its core mechanics for sustained success.

Actionable Advice:

  • 1. Create a two-sided incentive system to encourage users to invite their friends and for their friends to accept the invite.
  • 2. Allow users to embed your product into their websites to increase exposure and attract new users.
  • 3. Generate uniquely interesting content that users will want to share on their social networks, and create a rich experience around shared information to encourage messaging-based sharing.

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