The Psychology and Strategies Behind Viral Growth and Retention

The Psychology and Strategies Behind Viral Growth and Retention

In the world of social media and online products, going viral is the ultimate goal. It's every marketer's dream to see their content or product shared and spread like wildfire. But what exactly drives people to share and how can we use that knowledge to create viral growth? And once we've achieved that initial burst of popularity, how do we ensure long-term retention? In this article, we will explore the psychology behind why people share and the strategies for achieving both viral growth and good retention.

The foundation of viral growth lies in motivational psychology and language. As humans, we are pack animals, constantly concerned with our status, how we are perceived, and where we fit in. These constant mental loops serve as the basis for our motivations to share. Understanding these motivations is crucial in designing a product that encourages sharing and ultimately leads to viral growth.

One of the primary motivations for sharing is status. We all want to belong, to be respected, and to be seen as part of the high-status pack. People often associate themselves with high-status individuals or products to elevate their own status. Sharing exclusive or scarce content or products can also boost one's status within their social circle. By tapping into this desire for status, marketers can create content or products that people are motivated to share.

Identity projection is another powerful motivator for sharing. We want to show who we are and have our identities validated. Sharing content or products that align with our values and beliefs allows us to express ourselves and have others agree or disagree with us. This validation is a key driver for sharing.

Safety is a primal instinct deeply embedded in our psychology. If we sense danger, our brains are wired to pay attention. Early growth for apps like Nextdoor and Citizen came from people wanting to know what was happening in their neighborhood and what threats they might face. By addressing this need for safety and providing tools or information that help people feel secure, marketers can tap into a powerful motivator for sharing.

Order and organization are also strong motivators for sharing. Some individuals are highly motivated to share tools or strategies that help them optimize and organize their lives. By sharing these resources, not only do they appear more organized and efficient, but they also bring others into the same protocol of organization. This not only helps individuals but also strengthens the community or tribe they belong to.

Novelty is a double-edged sword when it comes to sharing. We are naturally drawn to new things that are not stale but not too unfamiliar either. People are motivated to share new products and information because it makes them look ahead of the curve. However, striking the right balance is crucial. Too new or strange, and people may be hesitant to share. Finding that sweet spot of novelty is key to encouraging sharing.

Validation and self-esteem play a significant role in what we choose to share. We want to feel good about ourselves and our place in the world. Sharing accomplishments or results allows us to seek validation and boost our self-esteem. Additionally, people also share things that allow others to live vicariously through them, experiencing enjoyment or even schadenfreude. By creating products or content that boost self-esteem or provide a sense of vicarious enjoyment, marketers can tap into this powerful motivator for sharing.

Now that we understand the psychology behind why people share, let's explore how good retention plays a role in achieving long-term success. Retention refers to the ability to keep users engaged and active over an extended period. In the world of consumer social platforms, a retention rate of around 25% is considered good, while a rate of 45% is considered great. For consumer SaaS products, a retention rate of 40% is considered good, while 70% is considered great.

To achieve good retention, it is essential to reduce friction and make sharing effortless. Designing products that minimize the effort and thinking required to share can significantly impact retention. When people consider sharing something, they make a trade-off between the benefits and costs. Marketers need to emphasize the benefits of sharing their product and make it as easy as possible for users to share.

Actionable Advice:

1. Tap into the desire for status: Create content or products that align with high-status individuals or are exclusive and scarce. This motivates people to share to elevate their own status within their social circle.

2. Address the need for validation: Design products or content that allow individuals to express their identity and have it validated. People are motivated to share when their point of view is acknowledged and agreed upon.

3. Reduce friction for sharing: Make sharing effortless by designing products that minimize the effort and thinking required. Emphasize the benefits of sharing and make it as easy as possible for users to spread the word.

In conclusion, understanding the psychology behind why people share is crucial for creating viral growth. By tapping into motivations such as status, identity projection, safety, order, novelty, validation, and voyeurism, marketers can create content or products that people are motivated to share. Additionally, achieving good retention requires reducing friction and making sharing effortless. By incorporating these strategies, marketers can increase the chances of their content or product going viral and ensuring long-term success.

Sources:

• "Why People Share: The Psychology Behind 'Going Viral'"
• "What is good retention - Issue 29 - Lenny's Newsletter"