“you need to think of the design of the app as part of your distribution so you need to design the app in a way that's innately viral for social media and when that does happen you can just start testing viral formats on social media once you find a winning strategy you can just double down and scale”

Design the app to be innately viral on social before you ship it

Treat distribution as a design constraint, not a post-launch tactic. Before shipping a consumer app, ask: which scans, results, or outcome screens are share-worthy on a 9:16 TikTok? Build those moments in deliberately (before/afters, color analysis cards, swipe results, scan reveals). If the screen recording isn't inherently compelling, no UGC creator system downstream will rescue it. Distribution-by-design beats distribution-by-marketing.