We want more people to discover and sign up for our product through shared content.
The whole funnel can be explained with a simple formula:
Referred sign-ups = VV × CTR × CVR
- VV is the total number of views generated by shared content.
- CTR is the percentage of viewers who click the link.
- CVR is the percentage of those visitors who sign up.
CTR and CVR are quite straightforward. But for us, the most interesting part is VV.
We can break it down further:
VV = Number of posts × Average views per post
If we create all the content ourselves, there will always be a limit to how much we can publish. In that case, the only way to increase VV is to make each post reach more people.
But we don’t have to create everything ourselves. Posts can come from different sources:
Total posts = Our posts + KOL/KOC posts + User posts + Other posts that mention us
The number of views each post receives is largely controlled by platforms like TikTok. Better content usually has a better chance of reaching more people, and posts from influential creators tend to have a larger starting audience.
For us, VV is clearly the biggest bottleneck. Right now, most of the content is posted by us, so both the number of posts and the total number of views remain low.
This is why I think encouraging users to share is one of the best growth strategies for an early-stage consumer app. If the product naturally creates something fun, useful, or interesting, people will want to share it, and others will want to watch it.
Instead of relying only on our own account to reach more people, every user can become a new distribution channel.