The Real Essence of Viral | 매거진에 참여하세요

Everyone Wants Their Service to Spread — But What Really Drives It?

We all hope someone will share our service for us. That word of mouth will spread, and with it, our product will grow and succeed.

• - I’m no different.

I constantly think about how to make sharing buttons more visible. I consider what incentives to offer for referrals.

But here’s the truth:

Word of mouth isn’t about spreading, it’s about the spread of awe.

“You have to try this.”
A simple link from a friend — no big pitch, no lengthy explanation — just enough to make you click.

That simple phrase holds more than just information. It carries the desire to share an awe-inspiring experience.

Why “Word of Mouth Marketing” Is Often Misunderstood

We throw around “word of mouth marketing” as if it’s a simple growth hack.

If you build the right invite system or place invite codes just right, users will supposedly spread your service all on their own.

Many early-stage startups design invite-based growth systems and say:

• “With a closed beta, scarcity will naturally create viral growth.”

• “Users will spread the word on their own because of referral rewards.”

Founders and product planners often treat word of mouth as a strategy:

• Scarcity-based invites will pull users in.

• Reward-driven referrals will make users spread the word automatically.

But this is an illusion.

These strategies aren’t wrong — but they miss the point.

What really matters more than the invite itself is the emotion that makes people want to invite.
That emotion is awe.

The Invite-Only Trend — And the Common Misconception

Today, tons of services start invite-only:

• New community apps require an invite code.

• AI tools and beta features run “invite-only beta” programs.

• Even B2B SaaS products use “early access” invites.

Examples:

• - Closed communities like Cocoon, LinkedIn groups

• - Beta tools like Midjourney, Notion AI

• - Scarcity-driven apps like Clubhouse, BeReal

• - Reward-driven invites like Coupang Eats or Toss friend referrals

These invite systems grab attention — they create the feeling of “an exclusive space only I know about.”

Everyone wants to be the first to enter a secret room.

The classic example is Clubhouse.

But here’s what really made Clubhouse viral:
It wasn’t just the invite system, but the awe people felt:

“Wait, I can chat live with celebrities?”
“Can I really listen to VCs and artists in the same room?”

That awe created invites. Invites were just the tool — awe was the core.

Viral Without Awe Burns Out Fast

Invite systems seem like an easy viral lever.

But viral growth without awe usually ends like this:

• - People join but don’t stay.

• -Installs happen, but active use drops.

• - Users “try once” then quit.

It’s like running a restaurant with a flashy event — if the food sucks, no one returns.

Viral invite systems can’t replace the real appeal of your product (the awe).

You might get:

• - Many installs but low DAU (daily active users)

• - Usage but poor NPS (net promoter score)

• - Recommendations but no genuine enthusiasm

For example:

• Reward-based invites stop spreading once the rewards end.

• Scarcity-based invites fade once curiosity is satisfied.

• Community invites fizzle without real conversation or value.

Ultimately, only products that create awe-inspiring experiences survive.

How Is Awe Created — And Why Does It Spread?

2. Awe happens when the experience exceeds expectations.
   

3. We’re wowed when a service is way more convenient, smarter, or more beautiful than expected.

Think about first-time ChatGPT users — many assumed it’d be “just another chatbot,” then got blown away by how well it understood and answered their questions.

Or Toss — simplifying a complicated money transfer into a few seconds caused “What is this?!” moments.

Awe is so powerful that people have to share it.

3. Awe is personal, but sharing happens in social context.
   

4. We want to brag or share what awed us — but only with the right people:

• Friends who share similar interests

• Colleagues who follow trends closely

• People facing the same problems

Awe is deeply personal, but word of mouth depends on context and social relevance.

This means word of mouth is not just “spreading” — it’s awe traveling through context.

4. Awe can build on itself, creating a flow.
   

5. One awe moment leads to another:

First awe → Expectation → Repeat use → Habit formation
Awe + Expectation → Voluntary referral → New users’ awe → Growth

That’s why flow design matters so much.

Real Viral Growth Comes from Designing Awe — Not Just Invites

Anyone can build an invite system — even no-code tools can do that.

But few services truly inspire users to invite others wholeheartedly.

Here’s what makes the difference:

2. - Does the first user experience inspire awe?
   Tutorials, first screens, or first outputs need to evoke a “wow” moment.

4. - Can users easily showcase their awe?
   Shareable links, screenshots, videos, or automated demos give users something to show off.

6. - Do users have a reason to recommend?
   Features or content that let users say, “This is exactly what you need.”

Example: Midjourney generates AI art that itself sparks awe, is easy to share, and makes others want to try.

That’s why it grew by invites — but with voluntary, authentic sharing.

Final Thoughts: Design Awe Before Viral Growth

At its core, word of mouth marketing is about awe.
Invite systems, referral rewards, and viral videos mean nothing without it.

• - Awe doesn’t come from strategy — it comes from genuine experiences.
  - Awe isn’t about structures — it’s about feeling.
  - Awe isn’t demanded — it’s shared voluntarily.

So if your service starts invite-only, ask this first:

“Does our first experience truly inspire awe in someone?”

if you can say “Yes” confidently, word of mouth won’t be a strategy — it will be the natural outcome.