The best practice is for products—whether they have network effects or not—to constantly layer on new channels. A consumer-facing app should invest more in paid marketing on YouTube, Snapchat, Instagram, and other ad platforms. But it should also work on its viral growth loops, and engage content creators. It might also focus on content marketing—building SEO to rank more highly organically on Google. The key for a new product team is to understand which channels best fit its product, and to hire the relevant people who’ve already done it.
