<ul><li>Companies like Grammarly, Instagram, and AllTrails have utilized the Adjacent User Theory to drive growth and success.</li><li>Adjacent User Theory refers to users who are aware of a product but face barriers to becoming engaged users.</li><li>Instagram addressed this by using follower count to activate users and identify adjacent user problems.</li><li>AllTrails modified their strategies to attract casual hikers by changing copies, images, simplifying the product interface, and lowering pricing.</li></ul>

Adjacent User Theory: Examples from Gramarly, Instagram, AllTrails and more

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