Product’s principle (Stacy: “share events, share the app, share everything we can”): sharing is first-class, not a feature. Every share is an acquisition entry point and the north-star made into an action — “would you text a friend, want to go?” Share is the organic growth engine that complements the FB-push: the push pushes content out, share pulls friends in. These boards are the Brand half — the voice, the card look, the button — that tlu-web + tlu-app build from.
A share only grows us if the link both earns the tap (a great card) and converts on landing (the page captures). Miss either half and it’s motion without growth.
The app shares the web URL, not an app-only deep link — so the friend without the app still lands somewhere real that converts and nudges “get the app.” One loop, web + app coherent by design. Never two share systems.
The message is the user’s voice (forwardable, casual, “want to go?”); the card is our voice (branded, serif, titled). The human part sounds human; the brand part looks like the brand.
The unfurl loads before the friend reads a word, so it has to look great at thumbnail size in a DM — one serif headline, the “when,” the τ. Designed, never a broken grey box (the gap the v2 review found site-wide).
Share only grows us if the page captures — so subscribe / get-the-app is always present on the landing. This ties share directly to the homepage + Gate-A funnel work.
The two outbound verbs of any detail page: keep it (Follow, accent) or send it (Share, quiet). Pairing them makes “tell a friend” a first-class act, not a buried menu item.
No “invite 5 friends for points,” no referral bribes. The only motivation we write toward is the real one — I want my friend to come. That’s what keeps a share from feeling like spam.
The Brand deliverables, in build order. Then handed to tlu-web (share + copy-link + OG cards on every page type + converting landings) and tlu-app (native share sheet on every detail → web URL, next to Follow).
The user-voice prefill per object type — friend-text, “want to go?” anchor, rotating sets. Shown landing in a real text thread.
The OG link-preview per object type — event/venue/band/weekend/market/app, on-brand at 1200×630, photo-or-sigil.
Quiet icon beside Follow → native share sheet (app); Share + copy-link on every web page. One tap, both halves prefilled.
Basically everything public: events (the core unit) · venues · bands (the champion flywheel — bands share their own page, fans arrive) · this-weekend / area guides (the most viral unit) · a whole market · and the app itself. Not shareable: private/social objects — we’re not a social network, share is for public content, not user activity. Measurement: GA4 on share actions + landing conversions, so share-driven growth is visible.