Well played Google

One of the keys to viral growth is to leverage existing systems. 

It takes time and effort to learn new behaviours, so it helps to to insert a new behaviour alongside an existing behaviour.

To compete with Zoom, Google automatically adds a link to its own video service as the meeting location once you add someone’s email address to the calendar invite. 

The link to Google Meet is then prominently displayed, such that when the time comes for the meeting, many users will click the Meet button automatically without reading the additional instructions in the invite (which may include a Zoom link). 

As someone who uses Google Calendar as their go-to scheduler and Zoom as their go-to video service, this has caused a lot of confusion. On many occasions I’ve waited in Zoom while the other person waited in Meet. 

But for Google it has been a masterstroke. 

As of April 2020 when both Google and Zoom released statistics, Meet had 100 million daily users while Zoom had 200 million daily users.

So what behaviours can you add to existing systems to create amazing results?

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