Lovable
Social product-led growth. Distribution built as a system rather than a launch moment, for one of the fastest-growing startups in Europe.
Get a dateWhat it produced
- 100M views in 3 months
- 1M new users through social PLG
How it was run
Fast-growing products usually treat distribution as a launch event and then wonder why the curve flattens. We treated it as infrastructure. A continuous posting layer ran alongside the product rather than around a date, so the channel kept producing after the launch news had passed. That is the difference between a spike and a slope, and it is why the user number and the view number moved together rather than one lagging the other by months.
Frequently asked questions
What is social product-led growth?
Distribution built as infrastructure rather than as a launch event. A continuous posting layer runs alongside the product, so the channel keeps producing after the launch news has passed, which is the difference between a spike and a slope.
How long does it take to see volume?
Here it was 100M views in 3 months alongside 1M new users. The two moved together rather than one lagging the other, because the same layer produced the reach and the signups.
Services behind it
Performance-based UGC run as a supply chain: 15 to 50 creators on dedicated accounts, 100M+ views a month at €1.20 CPM.
Social product-led growth. 1M new users for Lovable, 700K at €0.12 each for Layla AI.
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