K-Factor Growth Strategy

A breakdown of how to create viral growth for social apps, based on Nikita Bier's successful launches of tbh and Gas apps that reached #1 in the App Store.

Core Growth Strategy

• Focus on reliable test environments (high schools) to validate product
• Target specific geographic regions (started with Georgia, then Alabama)
• Aim for k-factor above 2 (each user brings in 2+ new users)
• Use controlled rollout to optimize viral mechanics before scaling

Launch Playbook

• Create Instagram accounts combining brand name + high school name
• Follow all students with "Class of [year]" in their bio
• Keep account private to build anticipation
• Accept all follow requests simultaneously at 4pm when school lets out
• Include app download link in bio
• Time launches strategically around school schedules

Monetization Strategy

• Focus on immediate revenue vs long-term retention
• Charge premium pricing ($6.99/week subscription)
• Target specific demographics that are willing to pay
• Don't worry about retention - optimize for viral growth and quick monetization

Key Metrics to Track

• New users per hour
• Daily active users
• Poll answers per hour
• Revenue per day
• App Store ranking
• K-factor (viral coefficient)

Growth Tactics

• Start with small, contained networks (individual high schools)
• Use social proof by targeting influential students first
• Create FOMO through private/exclusive access
• Leverage existing social graphs within schools
• Focus on engagement mechanics that drive viral sharing

Testing Framework

• Launch in one school at a time
• Measure results and iterate quickly
• Once successful, expand to new schools using same playbook
• Use data from each launch to optimize next rollout

The key is having a reliable way to test and validate growth mechanics in small networks before scaling. Success comes from understanding viral dynamics and optimizing for rapid user acquisition vs retention.