# Viral marketing 101

Canonical: https://thelazyweb.com/101/viral-marketing/
Updated: 2026-09-20
Curator: Ali Abouelatta (https://thelazyweb.com/authors/ali-abouelatta/)

The mechanics of compounding distribution, the product loops that make sharing useful, and the social triggers that make an idea worth carrying.

**TL;DR:** Virality is a system, not a launch stunt. Model the loop, shorten its cycle time, protect the receiver's value and distinguish sharing mechanics from the network effects that make a product more useful.

## Model the loop

These are the mechanics: who sends what to whom, why the next person responds, and how quickly the cycle repeats.

### [What's your viral loop?](https://andrewchen.com/whats-your-viral-loop-understanding-the-engine-of-adoption/)

Authority: [Andrew Chen](https://thelazyweb.com/authors/andrew-chen/)

**TL;DR:** A viral loop is the repeatable path from one user's action to another user's adoption; the loop itself matters more than a one-time referral promotion.

**What you'll read:** The sender, channel, receiver and conversion steps behind durable product virality, with examples of loops embedded in use.

### [What's your mobile loop?](https://www.caseyaccidental.com/p/whats-your-mobile-loop)

Authority: [Casey Winters](https://thelazyweb.com/authors/casey-winters/)

**TL;DR:** Mobile products need a repeatable trigger that brings a person back and creates another useful action; installs without a return loop do not compound.

**What you'll read:** A practical loop model for notification, content, habit and social mechanics on mobile.

### [Growth

[Viral marketing 101](<https://www.thelazyweb.com/101/viral-marketing/>)

Source observed: 2026-09-20T21:38:42.261Z. Last checked: 2026-10-08T01:56:34.74+00:00.

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