NGL · B2C · anonymous messaging app
Have every user post their link, so friends who quit see it and return
Churn offset by a very high redownload rate; still popular 3 years on
Workedproduct-viralityretention
What they did
Every user posts their NGL link to their Story or keeps it as their link-in-bio. In some countries it is every 17-19-year-old's link-in-bio, so a user who churns keeps seeing friends' links, sends a message, and comes back to make their own.
What happened
NGL had churn but a very high redownload rate, which Hunter credits for its staying power.
- Stage
- scale
“We found that a lot of people that turned out of the product ended up coming back in, because their friends would still post NGL links.”
“So, it had churn, for sure, but it also had this like very high redownload rate, which I think is what's allowed it to continue to be so popular today.”
Related topics
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