WHY ULTRA-SUCCESSFUL PRODUCTS DISAPPEAR DAILY

Summary from the TLDR Marketing newsletter

Limiting product availability can drive retention and virality by making it feel scarce and socially engaging. Wordle, BeReal, and Thursday succeed by restricting access, turning usage into an anticipated event. Brands can apply this by using full lockouts (only available at set times) or "power hours" (extra value during specific windows). Effective strategies include daily exclusives, flash rewards, group challenges, and live events, ensuring time windows align with user behavior.