“Apps choose one hook, one viral killer feature within their app that will go viral on TikTok... I've seen apps create features just to go viral on TikTok and then use that as a funnel to their main ecosystem.”

Design Features Specifically to Go Viral on TikTok — Virability Is a Feature Requirement

A health analytics app that normally pitches 'improve your biometrics' created a single graph showing anxiety levels throughout the day — and it blew up on TikTok. Joseph's framework: if you can't identify a single feature of your app that's funny, controversial, or has wow-factor enough to be shared, that's a product gap, not just a marketing gap. The most virally-designed features also tend to be the most emotionally resonant ones for retention.