Users love your product but never tell anyone about it
Turn user data into a beautiful shareable graphic or report. People share their wins — make it easy.
When to use
Your product generates results users would be proud to share. Works for fitness, learning, analytics, productivity, growth.
Hypothesis template
If we create shareable [result cards/reports] that users can post on [social/email], we'll get [target] organic impressions/month because people share their achievements.
Method
The problem: Your users get great results but nobody outside knows. The results stay inside your product.
What Spotify Wrapped did: Turned listening data into shareable graphics. Every December, millions of people post their Wrapped — giving Spotify billions of free impressions.
The result: Spotify Wrapped is the most successful organic viral campaign in SaaS history. Users do the marketing for you because they want to share their identity.
How to do it:
- Identify what results your users are proud of: achievements, milestones, growth metrics
- Design a beautiful, shareable graphic or card with their data
- Add sharing buttons: Twitter, LinkedIn, Instagram story, copy link
- Include your branding subtly — don't make it an ad
- Trigger the share prompt at moments of pride: experiment completed, goal hit, milestone reached
- Track: shares, impressions, signups from shared content
Key insight: People don't share products. They share their results, their identity, their achievements. Make your product the canvas for their story.
Success metrics
- •Share rate
- •Impressions from shared content
- •Signups from shared links
- •Social mentions
Prerequisites
- User data worth sharing
- Shareable graphic/card design
- Social sharing infrastructure
- Tracking for shared link attribution
Common pitfalls
- •Making the shareable card too branded/promotional
- •Not including the user's actual data
- •Missing the timing (share prompt should come at peak excitement)
- •Not making it easy to share with one click
Source: Spotify Wrapped. Turned personal data into the most shared campaign in SaaS, driving billions of organic impressions.
Suggested ICE scores
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