Just as the Engagement network effect can be thought of as a step-by-step loop, there is an equivalent framework for the Acquisition Effect as well. For example, consider this process: A new user hears about a service, signs up, finds value in it, and shares the product with their friends/colleagues, who also sign up. These new users then repeat the same steps—this is the viral loop. This loop is fundamentally created within the product experience by software engineers writing code, which makes it different from a fun, viral video—because it’s software, it can be measured, tracked, and
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