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Assuming you are doing something honest, (not black-hat etc.)

If you improve it to make current users [love your product], then it will go viral by word of mouth.

Err on the side of being awesome to your current users. Especially if they are paying.

Nothing blackhat, the product is free (at the moment) so I can't invest in SEM, I have a live chat in the product where users can send feedback, and all of them like the product, others are asking for features that I can add but it takes time with a small team.

So the question is relax and improve the product or worry about the "virality"

Thanks for the advise!

It is worth thinking about virality or marketing in general of course. The question is whether it is worth devaluing the product for it. Probably can be answered on a case by case basis but try to think of ways where you do something that increases both virality and the value of the product. Win-wins!

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