A counter part to the viral loop is the concept of viral channels. It is important to realize that the more often a viral channel is exploited (see e-mail, app

A counter part to the viral loop is the concept of viral channels. It is important to realize that the more often a viral channel is exploited (see e-mail, app notifications), the less effective it becomes until it actually starts harming your application. Social / Viral plays these days have a tough time because of how quickly these channels become saturated. IMO you can disregard a lot of the rules in the article as long as your app has network effects and a unique viral channel.