HOW NETLIFY TURNED GITHUB INTO ITS MARKETING TEAM

Summary from the TLDR Marketing newsletter

Netlify's “Deploy to Netlify” button turned GitHub into a viral growth channel by letting users instantly deploy code from a repository with one click, removing friction and making it the default deployment tool. Each button in a GitHub project acted as both onboarding and free marketing, reaching GitHub's 100M+ user base and contributing to 25% of Netlify's traffic. This created a self-replicating loop where users who deployed a site often added the button to their own projects, fueling continuous organic growth. As a result, Netlify grew to over 5 million developers and now sees 10,000 new sites deployed daily.