The real magic starts to happen as the viral factor starts to approach 1. After all, at a viral factor of 0.95, 1,000 users show up and then bring 950 of their friends, who will then bring 900, and so on—ultimately the amplification will be 20x. This is the mathematical expression of when a product “goes viral” and starts growing incredibly fast. The viral factor can also be above 1, in rare cases, but this typically can’t last for long—eventually market saturation and changing user demographics start to drag down the metrics.
