The virality of a product can be assessed by its conversion rates at each step of the user journey, from invites to sign-ups.

Virality occurs when one user introduces your product to others, while network effects mean the product becomes more valuable as more users join. Successful consumer companies leverage both to grow their user base organically.

Virality can be engineered rather than being purely accidental; consistent success comes from understanding what works and applying that knowledge.

Both PayPal and Hotmail achieved viral growth because of their high conversion rates, not necessarily high payloads or frequency.

Hotmail's viral marketing success came from adding a link in every email, which had a low payload but high frequency and conversion rate, effectively spreading their service. Hotmail became viral due to its high frequency and conversion rates.

If your product is social in nature, having more users improves the experience, making it essential to focus on virality and referrals.

The secret to virality is that there is no such thing as a truly viral product. It's about word of mouth, where one user spontaneously tells another about your product, which has shaped much of what we do at Superhuman.

Viral growth requires not just a good product but also an excellent user experience that encourages users to share it with others. A strong referral program is essential for facilitating this growth.

We found that our marketing efforts, including viral videos, significantly increased user engagement and brand awareness. It's crucial that every user understands the product's purpose, which also applies to our marketing efforts, ensuring that our messaging is clear and relatable to the audience.