If you can distill your idea to its kernel of truth and launch that, and don't get customers, that's either a big marketing problem, or the market saying it doesn't need your solution. Adding in 'social features', or a more dynamic interface likely won't solve the problem that the product isn't useful to the people who should need it.
At that point, generally, it's a matter of either pivoting the idea into a utile state or moving onto the next idea altogether, and isn't worth fluffing up until you've reached a point of utility enough that at least some people are willing to pay for it.
If, on the other hand, you can get somebody's wallet open, then you should be able to scale it up. If there's one person whose problem you are solving, then there are almost certainly more that you can reach. At that point, it's worth running the idea down as far as you can, but at least you're making some money in the process.