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Growth Hacking = Viral marketing

by Stephen Crooks
23 replies
After reading a few articles on growth hacking and trying to cut through all the fluff, bluff and bull surrounding this term, I have come to the conclusion that some genius has just reinvented viral marketing. Am I right or do I still just misunderstand?
#growth #hacking #marketing #viral
  • Profile picture of the author George Wright
    Originally Posted by Stephen Crooks View Post

    After reading a few articles on growth hacking and trying to cut through all the fluff, bluff and bull surrounding this term, I have come to the conclusion that some genius has just reinvented viral marketing. Am I right or do I still just misunderstand?
    Hi Stephen,

    I made a similar comment in another thread.

    Originally Posted by George Wright View Post

    I saw that post to and researched "Growth Hacking"

    To me it was about Making or Forcing something to go Viral. Every Marketers dream is to go Viral.

    I remember way back when, Jokes would be emailed out to a few people and the jokes would be forwarded over and over going viral. So Marketers started sending out jokes in hopes of getting their ads seen along with the joke.

    Then it became all the rage to send out links to Power Point, touchy feely slide shows with babies and angels and kittens etc. Again to "Force" it to go viral.

    There is probably a lot more to it than that, but that's what I got out of it.

    Anyway to me they just put a Name to this type of thing, I.E. "Growth Hacking."

    Wish I had thought to buy growthhacking.com way back.

    George Wright
    However, after reading most of the threads in this Growth Hacking forum and a lot of other discussions on the internet about the subject I'm beginning to think that going viral is only one part of Growth Hacking.

    I'm starting to think, (Disclaimer: I probably don't know what I'm talking about) that Growth Hacking is forcing or at least manipulating things to "Make" something grow.

    Planting a seed in the ground = Growth

    Planting a seed in the ground, watering it, adding fertilizer, hormones, nitrogen, artificial light to extend daylight, etc. = Growth Hacking.

    Frankly I'm fascinated with the subject, not from the angle of growing a huge business but with the view to smaller endeavors.

    As I thought about this I came up with the term Goal Hacking and sure enough there is goal hacking is all over the net.

    I think a really good example of "smaller growth hacking" is the RED PAPERCLIP.

    Forcing going viral being only one aspect.

    My best to you,

    George Wright
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    • Profile picture of the author Stephen Crooks
      Thanks for your insight George .. I still think it is the same thing as viral marketing. The only thing that might be different is the approach where it involves exploiting social media and existing channels more than creating something from scratch i.e. hotmail etc..


      Originally Posted by George Wright View Post

      Hi Stephen,

      I made a similar comment in another thread.



      However, after reading most of the threads in this Growth Hacking forum and a lot of other discussions on the internet about the subject I'm beginning to think that going viral is only one part of Growth Hacking.

      I'm starting to think, (Disclaimer: I probably don't know what I'm talking about) that Growth Hacking is forcing or at least manipulating things to "Make" something grow.

      Planting a seed in the ground = Growth

      Planting a seed in the ground, watering it, adding fertilizer, hormones, nitrogen, artificial light to extend daylight, etc. = Growth Hacking.

      Frankly I'm fascinated with the subject, not from the angle of growing a huge business but with the view to smaller endeavors.

      As I thought about this I came up with the term Goal Hacking and sure enough there is goal hacking is all over the net.

      I think a really good example of "smaller growth hacking" is the RED PAPERCLIP.

      Forcing going viral being only one aspect.

      My best to you,

      George Wright
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  • Profile picture of the author cshilling22
    That is the general consensus. It is just a new term for viral marketing, guerrilla marketing, bootstrapping, etc.
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    • Profile picture of the author Stephen Crooks
      There also seems to be a large emphasis on analytics and using that data to improve performance.. Nothing new there in my opinion.
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      • Profile picture of the author George Wright
        Originally Posted by Stephen Crooks View Post

        There also seems to be a large emphasis on analytics and using that data to improve performance.. Nothing new there in my opinion.
        You mean like, The "new term" Curation is really.....



        George Wright
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        • Profile picture of the author Jason Freeman
          I think I agree, but also disagree with this. While growth hacking works on the same principle of viral marketing and that is to get as many clicks, viewers, subscribers, etc. as possible.

          I think the difference is in the use of data and metrics that can be measured and replicated. When viral marketing became popular the average marketer did not have access to this type of information without expensive software.

          What I always notice in viral marketing is that the results are not always the same or even similar.

          Or it could also be a case of what is old is new and just renamed.
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          • Profile picture of the author savidge4
            I think that the part that is being missed here is that if you look at some of the examples of "Growth Hacking", such as Hotmail or AirBnB - its not that they used viral methods. The thing that stands out, is that they were the FIRST to use that method, and in the case of AirBnB's Craigslist hack, they will be the last.

            You read much about the analytics aspect of Growth Hacking. This methodology I believe gets broken into 2 segments. There is the segment that breaks down the current actions on a site and through the use of A / B testing refines the flow and conversion rates.

            Without knowing whom to give credit, Someone somewhere figured out that Pinning on Pinterest could draw traffic. I am sure that myself like many of you use or at least have tried this method.

            Using Pinterest as an example. We all understand the basics of placing a pin, getting traffic. Its not an overly hard concept. However, how many do this with any amount of success? and I mean Financial success. In general most of us here are using tools such as Google analytics to determine how much traffic we are getting from where.

            The difficulty with these tools is that they do not tell us specifically which pin is creating the traffic. Once you know what Pin or Pins is actually creating traffic, you can then look to see if any or all are creating conversions. Before anyone asks. I use Excel to analyze my visitor data and use a series of filters to draw such information.

            This now places at least me in a position to have the ability to now A / B test the pins that I place on Pinterest. This type of practice is "Growth Hacking"

            The term Viral in many cases with in the scope of "Growth Hacking" I think is mis used. Its not that its Viral, its just A / B tested 3 days to Sunday and EXTREMELY targeted.

            The other segment of this is not so concerned with what IS there. It is focused on finding the "Next" source. The AirBnB hack is a prime example of that. The possibility for traffic flow was there. They reverse engineered ( Hacked ) a system that created a targeted listing, where people where to see it.

            You don't keep PHD's and high dollar Stat guru's around to A / B test Pinterest images. These guys / gals are looking for the "Next" big hit. Social media is ever changing. Simply looking to social's past it doesn't take a rocket scientist to determine that Facebook will fall. The question then becomes, who will pick it up. This is what these guys look for.

            They are looking at where people are in REAL time, and what they are sharing, and how that could benefit whatever it is they are pushing. Ill say it again, far from Viral, and just plain ol Scientific targeting on a level that I think many just don't understand.
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  • Profile picture of the author alucard001
    When I first heard about the term "Growth Hacking" and read the book "Growth Hacker Marketing" by Ryan Holiday, it is really an old term with a new name.

    To me, simply put, Growth hacking is to see a business with different variations, and test different things in the business, or coming up with a new idea, and get an exponential growth from doing it.

    If you are a Jay Abraham follower, you should be familiar with that already! It is exactly Jay's philosophy.
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    • Profile picture of the author Raymond Duke
      Pick up any direct mail book - Confessions of a Direct Mail Guy or Secrets of Successful Direct Mail - and you will find dozens of "growth hacks." People today just want to associate themselves with something new. I've yet to see a "growth hack" that cannot be attributed to strategy used in direct mail. The only thing that's changed is the technology - the methods are still the same.
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  • Profile picture of the author AffPub
    I think you are still misunderstand.
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    • Profile picture of the author ADBman
      Originally Posted by AffPub View Post

      I think you are still misunderstand.
      Well then, you're a step ahead of the rest. Put what you understand to use. Then, come back here, tell us what you did and what results you got.
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      • Profile picture of the author Stephen Crooks
        I think we are all agreed that pretty much all the concepts associated with growth hacking are tried and tested marketing techniques that have been around for a long time. All good and well in my eyes.

        My only wish is that the term growth hacking is designed to clarify and help and not confuse and dupe in the hope of selling hyped products and services that are connected to the term..
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  • Profile picture of the author melvinsh
    Growth hacking is just clever marketing strategies to attempt to drive in the most targeted leads. Can be gained little by little or by the masses. What makes success is ability to do it consistently.
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    • Profile picture of the author savidge4
      I think here in lays the point in general Growth Hacks ARE not necessarily consistent. The only time that it is consistent, is if you have any control. An example of consistency would be the Hotmail love you line at the bottom of the e-mail. An example of an unstable growth hack would be the AIRB&B Hack. That was finally shut down.

      standard everyday Growth is calculated. If you are going to advertise in a newspaper or Magazine things like demographics and subscription numbers are a fact. Same with TV and Radio. Same with Billboards. Same principle with PPC.

      Growth Hacking looks beyond that, beyond the norm, how can a system be manipulated or slightly changed to an advantage. Like what I do with youtube. Adding 15 seconds of video that replicating the Youtube screen when a video is over. Instead of having everyone elses links mine are there... for 15 seconds. This alone has quadrupled the viewing of my videos in a span of a month. THATS Growth Hacking. ( an example of a consistent growth hack at that )




      Originally Posted by melvinsh View Post

      Growth hacking is just clever marketing strategies to attempt to drive in the most targeted leads. Can be gained little by little or by the masses. What makes success is ability to do it consistently.
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      • Profile picture of the author GforceSage
        Originally Posted by savidge4 View Post

        I think here in lays the point in general Growth Hacks ARE not necessarily consistent. The only time that it is consistent, is if you have any control. An example of consistency would be the Hotmail love you line at the bottom of the e-mail. An example of an unstable growth hack would be the AIRB&B Hack. That was finally shut down.

        standard everyday Growth is calculated. If you are going to advertise in a newspaper or Magazine things like demographics and subscription numbers are a fact. Same with TV and Radio. Same with Billboards. Same principle with PPC.

        Growth Hacking looks beyond that, beyond the norm, how can a system be manipulated or slightly changed to an advantage. Like what I do with youtube. Adding 15 seconds of video that replicating the Youtube screen when a video is over. Instead of having everyone elses links mine are there... for 15 seconds. This alone has quadrupled the viewing of my videos in a span of a month. THATS Growth Hacking. ( an example of a consistent growth hack at that )

        I think what savidge4 described is, "Growth Hacking."

        I think a better term for what many others are doing could be called, "Growth Boosting."

        Semantics? ... Perhaps.
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        • Profile picture of the author savidge4
          I would agree with that completely. There is without question a line there. A video that goes "Viral" and gets 10,000 views in a few days is Boosting. The one that gets 1,000,000 views... well everything was perfect. the title, the content, where it was shared, and who it was shared to. I think a majority of this "Super Viral" Growth might be luck, but there are some guys out there that are producing this result, maybe not consistently but with a better percentage than being hit by lightening if you know what I mean.


          As I said before, Growth hacking is NOT for the most part consistent, and in some cases non repeatable ( AirB&B ) These are not "Regular" avenues that "Marketers" would take. They are in a way calculated risk.

          Originally Posted by GforceSage View Post

          I think what savidge4 described is, "Growth Hacking."

          I think a better term for what many others are doing could be called, "Growth Boosting."

          Semantics? ... Perhaps.
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  • Profile picture of the author TykeRulz
    Originally Posted by Stephen Crooks View Post

    After reading a few articles on growth hacking and trying to cut through all the fluff, bluff and bull surrounding this term, I have come to the conclusion that some genius has just reinvented viral marketing. Am I right or do I still just misunderstand?
    You've taken the words right out of my mouth and articulated this so much better LOL awesome post and yes, this has been my own conclusion too
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    • Profile picture of the author 1infiniteloop
      Originally Posted by TykeRulz View Post

      You've taken the words right out of my mouth and articulated this so much better LOL awesome post and yes, this has been my own conclusion too
      let me take a shot at this question and see if i can clarify better what growth hacking is and from my perspective how its different than just viral marketing.

      As humans one of the things we tend to do is look for commonalities in things... "how is this like (insert subject here)" the problem when we do that is that we close ourselves to noticing the subtle details and insights that come with seeing something in a new way or thinking about something differently than we've thought about it before. Even if its the same thing, we can get completely different insights. So before we go ahead and "classify" growth hacking as this or that lets keep our minds open because in reality growth hacking is a completely different skill than marketing or even viral marketing.

      the concept of growth hacking is made up of 2 words GROWTH & HACKING... I think Sean Ellis said it best in his explanation... "a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth."

      So while one of the things that a growth hacker might focus on is how to make a site go viral (and there are many things that go into this) from onboarding, to refferals, to good ol marketing, novelty etc etc this is just one of the things that growth hackers focus on.

      Marketing the way i see it is all about communication, more specifically communication in the context of convincing a person or group of person to take a specific action.

      growth hacking and growth hackers sole purpose is to focus on growth and while marketing and growth hacking might sometimes overlap they are not the same thing.

      its like saying that basketball, baseball, and football are the same because they are all sports that involve using a ball in some sense.

      growth hacking is about growth (there are many points of growth to focus on)
      marketing is about communication, nurturing, and qualifying
      sales is about closing
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  • Profile picture of the author sudo rank
    Growth Hacking is basically what some kids over in Silicon Valley now call Viral Marketing or Guerrilla Marketing.

    Or AFFILIATE MARKETING, which is what us guys have been doing since 1901.
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  • Profile picture of the author DavidTile
    Not sure how the term "hacking" fits in here. To me, hacking infers a short cut or subversion of "the system." I'm just not seeing that in "growth hacking." Seems like good ol' fashioned 21st century marketing techniques.
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    • Profile picture of the author savidge4
      David,

      The AirBnB hack is just that. they manipulated the system, and got exponential reach from doing it. The technique I use by displaying my youtube links to mimic YouTubes end of video display, would be a subversion of the system. I found doing this for 15 seconds more than doubles my view rate. ( the majority of clicks are done within the first 8 seconds or so )

      Look at all of the PDF files you have on your computer probably... how many ask you to actually share the file? This was far more prominent in the late 90's but now everyone runs around and tries to sell any little bit of information they can get their hands on. So "Please Share" is not so common. I can tell you that from personal expirience, I would rather have a solid product, and a bunch of free PDF's running around getting referral traffic.

      The above thinking brings you into the Hotmail hack. Is it ground breaking today? no not really.... was it then? Heck Ya! and the reality is it still works to this day! I think that there is a disconnect in much of this, due to the fact it is geared towards start ups and e-mail portals etc. The reality is that WE can use these same practices. Maybe not in the same form, but in the same function.

      How many e-mails did you get in the last week that suggest sharing it with your friends? Referrals generally equal targeted traffic. This is NOT a common marketing technique used in the 21st century, by marketers like you and I. The fact that it Worked for Hotmail, has made me look at what I do and how I can replicate it. I have done this for years. Even if adding 1 simple line to the bottom of the e-mails you send out builds your viewership, or your list by 1% a week... would it not be worth it?



      Originally Posted by DavidTile View Post

      Not sure how the term "hacking" fits in here. To me, hacking infers a short cut or subversion of "the system." I'm just not seeing that in "growth hacking." Seems like good ol' fashioned 21st century marketing techniques.
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  • Profile picture of the author vCr8
    Yes. Neil Patel partnered with someone and released a book and I found out that it is essentially viral marketing.
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  • Profile picture of the author pmania
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    • Profile picture of the author Preben Frenning
      Originally Posted by pmania View Post

      All about Marketing. Why not White-hat SEO marketing..
      Because scalability. - You can't reach an entire country with SEO. SEO is limited to people actually searching for something. But SEO is part of it. You need decent SEO to have full effect of the WOM, as people will start searching for something they have already heard of.

      Anyways, let's just quote the inventor of the term:
      Originally Posted by Sean Ellis

      The main purpose of creating the term was to re-segment marketing so there was a marketing discipline with a singular focus on growth and understanding what truly impacts it. I used a classic "blue ocean strategy" to define the part of marketing that I believe matters most - particularly for early stage companies that don't have the luxury to focus on the less impactful parts of marketing. In coining the term I never claimed that growth hackers needed to know how to code. I just mentioned that many of the most qualified people have engineering backgrounds (I don't). My inspiration for the term was actually life hacker. The "hacking" part is really about hacking into the forces of growth and really understanding the science behind it. But I also emphasize hacking as "doing" rather than "strategizing" or outsourcing to vendors. If you review the growth studies that we've done on GrowthHackers.com, you'll find that they almost all emphasize the same thing that Josh Elman emphasizes - word of mouth is a huge factor All GrowthHackers Original Growth Studies
      Source: Real Engines Of Growth Have Nothing To Do With Growth Hacking | TechCrunch(In the comments below the article)

      I hope this helps.
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