Social Proof Signalling

Your product’s success loop depends on whether it creates screenshot-worthy moments users want to share as status symbols.

Someone asked me, “Why are they able to sell luxury?”

The answer is psychology, quality, signaling, and exclusivity.

The longer the loop, the bigger the effort, the stronger the need to show it off.

Duolingo, Snapchat, BeReal all work on the same.

All the stuff that keeps popping up on my timeline —

• Whoop’s biological age vs actual age

• Strava’s heat maps

• Duolingo Streaks

All of these are the same thing.

It’s signalling.

When building a consumer product in fitness, health, education, or productivity, start with this question:

What’s the most impressive thing my users could screenshot and post on social media?

Think distribution first.

If you’re building a social product, don’t just focus on features. Focus on status objects. The screenshot. The thing that people will share on Linkedin, X and others.

Do it right, people will do the marketing for you.