“Definitely making sure that there's no paywall with that is important if you want to make hay off of organic or viral. The only ones I've ever had be successful are the ones that are like core to the product — you have to think about it early.”

Viral sharing features must be free and core to the product — paywalling them kills the loop

Every share-to-TikTok, export, or social feature that sits behind a paywall breaks the viral loop before it starts. One Second Every Day's monthly giveaway — where users share their month video for a chance to win — works because sharing is frictionless and free. The product insight: viral mechanics need to be designed into the core product early, not bolted on later as premium add-ons.