Add automatic share updates, not only personal invites
Updated: Oct 11
Small automatic messages spread a product further than rare personal invites.
The study. Researchers from MIT and NYU ran a random test with a Facebook app. Some users got automatic updates to friends, some got a personal invite tool, and some got neither.
The finding. Automatic updates raised the spread of the app to friends by 246%. The personal invite tool raised it by only 98%. Each personal invite worked better, but people sent very few of them.
Why it matters. Many teams think that a personal invite is the best growth tool. It is strong for each message. But most users do not send invites. A small, automatic message reaches more people.
The takeaway. Add a small, automatic, opt-in share moment to your product, for example when a user finishes something. Keep the personal invite tool too.
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