the 10 step virality playbook by Cluely

The exact playbook Cluely used to become the world’s most viral startup + Roy Lee's guide to making launch videos that blow up

In the AI era, distribution and momentum are the real moat.

Cluely proved it. The “Cheat on Everything Tool” didn’t win by building the best product, it won by turning it’s distribution into a spectacle.

Every drop, post, and video was engineered for virality. No ads, no press, just cultural moments that spread faster than any campaign.

Behind that growth is a playbook of virality and performance art that every startup can learn from.

In today’s newsletter, you’ll find:

1. How to Make a Viral Launch Video

2. Distribution as a Core Discipline

3. Build a Content Factory, Not a Campaign

4. UGC as the Scalable Engine

5. System and Loyalty

6. Momentum as a Moat

7. Harness Controversy (Without Punching Down)

8. Virality as User Feedback

9. Authenticity Over Professionalism

Let’s dive into it:

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Cluely’s Viral Growth Playbook (2025)

1. Virality as Funnel: When It Helps and When It Doesn’t

Virality has two real benefits: bringing in users (top of funnel) and getting your mission in front of potential hires.

But it only makes sense at the right stage:

• Pre-PMF, top-of-funnel helps you gather feedback.

• Post-PMF, it helps you scale.

But when you’re still iterating with enough feedback already, chasing virality is wasted motion. At that stage, building is more valuable than broadcasting.

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2. How to Make a Viral Launch Video

In his podcast with a16z and other interviews, Roy has expanded on the tweet with a few extra tactics.

First, he often brainstorms twenty or more hooks in one sitting, testing each against a simple bar: could this conceivably get 100 million views?

Roy also plays with momentum: a launch video doesn’t need to showcase the full product, it just has to create enough intrigue or debate that people want to share it.

And then he designs every video for reaction. The goal isn’t polish but provoking curiosity, laughter, or even outrage.

Anything that makes people feel compelled to respond and pass it on.

3. Distribution as a Core Discipline