Why do some apps become popular while others struggle to attract users? You might say it’s all about marketing!

We’d argue that it’s not just marketing. Apps can gain popularity through built-in features that create a word-of-mouth effect and encourage users to stick around.

That’s why we’ve compiled a list of 7 tactics that have helped apps go viral. We’ve tested all of these tactics in our own apps, too.

By the way, we’ve also included a list of additional tactics focused on engagement, retention, and other key metrics—check it out below!

Top 15 Product Tactics that use popular Digital Health Brands for Growth

1. Casino Effect

As embarrassing as it may be, most of us enjoy casino-like elements: the thrill of winning with minimal investment.

But what if a casino required no money at all? In that case, the interest would skyrocket. For example, if people were given a free chance to test their luck once a day, you can be sure they’d take advantage of it.

Tactic: run regular raffles or lotteries for engaged users.

Imagine opening your app to discover you’ve won something exciting just for being engaged—like a surprise gift at the end of a great day!

Example: every month, the Finch team holds a “Finch Plus” package giveaway, giving users access to the premium version for free. Users are highly engaged with these kinds of raffles.

2. Create FOMO (Fear of Missing Out)

No one wants to miss out on something exclusive. Imagine being one of the first to try a new, game-changing health feature that others can’t access.

That feeling of being ahead of the curve can turn curious users into loyal ones. Capitalize on this by offering early access or limited-time perks to a select group, sparking a wave of excitement and demand.

Tactic: Use exclusivity and limited-time offers to drive demand.

Example: Clubhouse’s invite-only strategy created a buzz that attracted millions. You can create a similar effect by launching exclusive, invite-only beta access to a new feature.

3. Optimize for Shareability

When users hit a milestone or achieve something meaningful, they want to share it with the world.

Imagine completing a fitness challenge and proudly posting your achievement with a sleek, branded image from your app. This not only boosts user pride but also spreads your brand across social media, encouraging new users to join.

Tactic: make it easy for users to share content from your app.

Example: Nike app lets users share results with friends and invite them. You can enable users to share workout stats or wellness milestones from your app.

4. Use Viral Loops

Think of a chain reaction—one user invites another, and the cycle repeats. This is the power of viral loops.

When users feel rewarded for sharing your app, they naturally become your advocates. Imagine a user inviting a friend and both unlocking a free wellness session. Now multiply that across hundreds of users—it’s exponential growth made easy!

Tactic: design features that encourage users to invite others, creating a self-sustaining growth cycle.

Example: PayPal rewarded both referrers and referees with cash, fueling massive growth. Your app can offer free premium features for successful referrals.

5. Introduce Challenges & Campaigns

People love a challenge, especially when it’s fun and rewarding.

Imagine joining a “30-Day Wellness Streak” and earning badges for completing daily tasks like meditation or hydration. These challenges not only motivate users but also create a sense of community, with participants cheering each other on. The result? A highly engaged and loyal user base.

Tactic: run time-bound challenges to encourage participation and sharing.

Example: in our own app we introduced monthly fitness challenges to push users to hit specific goals, rewarding them with badges. Your app can run wellness challenges with shareable progress badges.

6. Leverage Referral Incentives

Who doesn’t love a reward for helping a friend?

Referral programs tap into this by turning happy users into enthusiastic ambassadors. Imagine inviting a friend to join your app and getting a free consultation or premium feature access as a thank-you. It’s a feel-good, win-win strategy that boosts growth while keeping users engaged.

Tactic: encourage users to invite friends by offering mutual rewards.

Example: Dropbox’s referral program gave users extra storage for each friend they invited. Your app can offer free features or extended trials for referrals.

7. User-Generated Content (UGC)

There’s something powerful about seeing real people share their success stories.

Imagine scrolling through your app’s community page and reading heartfelt posts about users who’ve transformed their health journeys. These stories not only inspire others but also build a sense of trust and belonging. Encouraging users to share their journeys creates a ripple effect of positivity and engagement.

Tactic: create opportunities for users to generate and share content. Enable patients to share their wellness journeys or success stories within your app, and encourage them to share on social media.

Example: chronic disease management app Curable became viral due to its focus on UGC, allowing users to create and share short content easily.

Image credit: Curable

We hope this article was useful for you!

Who we are? We are a digital health product studio, who transforms healthcare digital experiences and sets new standards for delivering digital healthcare in a way that positively impacts people’s lives.

We assist healthcare startups in designing and developing digital products, while also helping healthcare organizations undergo transformative changes.

If you are interested about our experience check our portfolio with case studies by the link or you can read more about us here.

And write to us now on m@nozomihealth.com and we will discuss how we can help ensure that your product brings real benefits