Startups don’t need to go viral to win customers
Startup founders and investors discussed strategies for customer acquisition at TechCrunch Disrupt, emphasizing that viral social media growth is not the only path to success. Experts suggest that targeted influencer marketing and deep product understanding are more effective for long-term retention.
Why it matters
This provides actionable business strategy for early-stage companies looking to scale sustainably without relying on volatile social media trends.
Getting initial customers as a startup can be one of the most grueling challenges in business. Even when companies manage to snag some early interest, there’s no guarantee those customers will stick around.
At TechCrunch Disrupt last week, Elia Wallen, founder and CEO of travel startup Engine, Gamma founder and CEO Grant Lee, and Crystal Huang, general partner at Google Ventures, shared tips on how to attract and retain customers.
In the current era — when young AI companies like Cluely and Instinct are building big audiences not just through their products but also through their founders’ colorful online presences — social media can seem like a magic bullet for reaching early customers. But founders who want heighten their business strategy with modern marketing, have to be strategic, according to Lee.
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