How did Facebook, Zapier, and Tinder drive growth early on?
Growth-Hacking.
PayPal growth-hacked its way to 5M users in 3 months.
Tinder used sororities and frats to 3x their user base.
Steal these 7 growth-hacking strategies that led to millions of users🧵
Growth-Hacking.
PayPal growth-hacked its way to 5M users in 3 months.
Tinder used sororities and frats to 3x their user base.
Steal these 7 growth-hacking strategies that led to millions of users🧵
1. Tinder
Tinder tripled its user base from 5k users to 15k users in a blink of an eye.
To make it happen, they would go to sororities and get the girls to install the app.
Then, they'd go to the bothering frat and get them to sign up after they saw their friends on Tinder.
Tinder tripled its user base from 5k users to 15k users in a blink of an eye.
To make it happen, they would go to sororities and get the girls to install the app.
Then, they'd go to the bothering frat and get them to sign up after they saw their friends on Tinder.
This is how @WhitWolfeHerd got the first 15k users on Tinder.
Hustlin' on her own campus and planting the seed for growth.
Hustlin' on her own campus and planting the seed for growth.
2. Zapier
Zapier is an integration software that binds together different tools.
Ex: Wix -> Mailchimp
The goal was to create an authority on search.
Plus, to create a new audience.
To drive growth, they created a guide like blog.
Zapier is an integration software that binds together different tools.
Ex: Wix -> Mailchimp
The goal was to create an authority on search.
Plus, to create a new audience.
To drive growth, they created a guide like blog.
Imagine a guide with hundreds of "How To" content for specific tools.
For example: How to use LinkedIn Search
This made Zapier a content destination for content related to different tools within Zapier's ecosystem.
The result?
From 0 to 600k readers in 3 years.
For example: How to use LinkedIn Search
This made Zapier a content destination for content related to different tools within Zapier's ecosystem.
The result?
From 0 to 600k readers in 3 years.
3. LinkedIn
LinkedIn had a hard time initially getting users to use LinkedIn.
So, they implemented what they called a "Reconnect Flow."
After a new user was onboarded, LinkedIn asked you one question: "Where did you used to work?"
LinkedIn had a hard time initially getting users to use LinkedIn.
So, they implemented what they called a "Reconnect Flow."
After a new user was onboarded, LinkedIn asked you one question: "Where did you used to work?"
Based on your answer, LinkedIn would show you a list of possible connections from your previous job.
Easy way to use your onboarding process to generate user momentum.
LinkedIn's page views increased by 41%.
Searches by 33%.
Easy way to use your onboarding process to generate user momentum.
LinkedIn's page views increased by 41%.
Searches by 33%.
4. Facebook
FB didn't always have 2B+ users.
One of FB's keys for early growth was determining their north star metric.
They learned that the clearest indicator of retention was if a user connected with 7 friends within 10 days.
If they didn't -- they left the app.
FB didn't always have 2B+ users.
One of FB's keys for early growth was determining their north star metric.
They learned that the clearest indicator of retention was if a user connected with 7 friends within 10 days.
If they didn't -- they left the app.
Because of this data, FB created an onboarding experience that focused on their North Star Metric.
5. PayPal
PayPal had the OG growth-oriented referral program.
Because buying things online was so new -- PayPal gave away $20 to users who signed up.
If you referred someone -- they got $20. And so did you.
Giving away free money works.
PayPal grew to 5M users in months.
PayPal had the OG growth-oriented referral program.
Because buying things online was so new -- PayPal gave away $20 to users who signed up.
If you referred someone -- they got $20. And so did you.
Giving away free money works.
PayPal grew to 5M users in months.
The takeaway here?
2-sided referral programs work.
2-sided referral programs work.
6. Airbnb
Early on, Airbnb knew their target audience was on Craigslist looking for places to stay.
So, they created an API integration that allowed users to post their Airbnb ad on Craigslist and Airbnb at the same time.
Early on, Airbnb knew their target audience was on Craigslist looking for places to stay.
So, they created an API integration that allowed users to post their Airbnb ad on Craigslist and Airbnb at the same time.
Now, a user's Airbnb listing is on a platform with MILLIONS of users.
This growth hack generated massive awareness for Airbnb early on.
This growth hack generated massive awareness for Airbnb early on.
7. Twitter
In 2010, growth was slowing down for Twitter.
To change this, they optimized their onboarding experience to create a higher network effect.
When a user would sign up -- they would immediately suggest 10 accounts for a user to follow.
In 2010, growth was slowing down for Twitter.
To change this, they optimized their onboarding experience to create a higher network effect.
When a user would sign up -- they would immediately suggest 10 accounts for a user to follow.
This quickly puts content in a user's feed.
Users quickly understood the value of Twitter.
Users quickly understood the value of Twitter.
That's it for now...
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TL;DR
1. Tinder - Tinder manually got users to sign up by going to sororities and frats. They found their target audience and created a network effect.
2. Zapier - They used search intent to drive people to their blog with a ton of "How to" content.
1. Tinder - Tinder manually got users to sign up by going to sororities and frats. They found their target audience and created a network effect.
2. Zapier - They used search intent to drive people to their blog with a ton of "How to" content.
3. LinkedIn - LinkedIn optimized its onboarding process to generate user momentum.
4. Facebook - They determined their north star metric and created their onboarding experience to grow their NSM.
5. PayPal - PayPal created a 2-sided referral program to generate new users.
4. Facebook - They determined their north star metric and created their onboarding experience to grow their NSM.
5. PayPal - PayPal created a 2-sided referral program to generate new users.
6. Airbnb - Airbnb created an integration that allowed users to seamlessly post an Airbnb ad on a platform with millions of users (damn)
7. Twitter - Twitter optimized its onboarding experience to connect with more friends and stay on the platform.
7. Twitter - Twitter optimized its onboarding experience to connect with more friends and stay on the platform.
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