Growth Hacking: How to apply it in business

TL;DR

Growth Hacking is a growth methodology based on continuous experimentation, data, and rapid learning. In 2026, it is no longer limited to marketing: it integrates product, technology, automation, and artificial intelligence to identify real growth opportunities, validate them with low risk, and scale what works sustainably.

Companies have a clear objective: to grow and increase their profits. The rise in competitiveness over the last decade may seem like an obstacle. However, when crises arise, creativity intensifies, and new strategies emerge that make it possible to increase a company’s growth at minimal cost. This is known as Growth Hacking, and we want to explain what it is and how you can start applying it to your business today.

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What Is Growth Hacking?

Cover of the book “Hacking Growth” by Sean Ellis alongside a portrait of its author, a key reference in the concept of Growth Hacking.

Every beginning requires an initial explanation, so we start by defining exactly what Growth Hacking is. This concept was coined in 2010 by Sean Ellis, who, in addition to being its creator, is the perfect first example of how to be a growth hacker. He worked in sales but later shifted toward marketing and the opportunities it could generate, which he then applied in companies such as Dropbox and Eventbrite.

In his own words, Growth Hacking is an experimentation-based approach. In 2026, this concept goes beyond marketing: it focuses on designing growth processes where product, data, technology and automation work together. Rather than executing isolated tactics, Growth Hacking prioritizes continuous learning systems that make it possible to identify which actions generate real and scalable impact.

These systems are built through hypotheses and experiments, which are developed and carried out by the teams involved. It is through testing that gaps and opportunities are discovered, those that can help a business grow faster and in a smarter way.

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Where do these hypotheses come from?

There is no single path to follow in Growth Hacking, each company must find its own. Since marketing encompasses multiple channels, it is necessary to understand the particularities of each one and work with professionals who are experts in them. Investing in these professionals makes it easier to identify the channels with the greatest potential and best results, as well as to run experiments within them.

These profiles are known as growth masters. Thanks to their learning process and experience, they have acquired deep knowledge. They are responsible for leading Growth Hacking teams, as this discipline is not carried out by a single person. In addition to having a strong understanding of products or services and their customers, they must closely observe the practices of direct competitors, looking for interesting approaches that can be adapted to the company in question.

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How a Growth Hacking team works

The best ideas rarely appear on their own; instead, they are the result of combining others that have come before. That is why it is important for those who are part of a Growth Hacking team to have dynamic profiles capable of performing multiple tasks while also being able to solve problems that arise along the way, even when they are highly specific.

Regarding their technical profile, although the term “hacking” may be associated with purely technical roles, in practice Growth teams in 2026 combine profiles from marketing, product, data, and technology. The goal is not only to attract users, but also to optimize experiences, automate processes, and make decisions based on real data. The mindset remains creative and analytical, with a strong focus on measurable impact.

These are therefore creative individuals with an innate curiosity that drives them to explore. They must also be analytical and agile, capable of using data to test whether their hypotheses are viable. Additional knowledge areas include processes, technology and development, experimental methodologies and consumer behavior.

The roles involved, in addition to the growth master, include:

• Growth marketers: Specialists in email marketing campaigns, SEO, social media, and more, responsible for proposing KPIs.

  
  

• Growth analysts: Responsible for data analysis to assess the viability of experiments and the performance of implemented strategies.

  
  

• Engineers, developers, and designers: Their role is to develop software, tools, or products based on the experiments conducted.

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How to apply Growth Hacking to a company

Growth Hacking is not only used to develop new products; it can also be applied to existing ones or even to businesses that do not offer a tangible product. For example, social networks or service-based websites do not offer physical goods, but they do have tools that help increase their user base. With this in mind, the phases of Growth Hacking are as follows:

Study your product

This phase is known as Product-Market Fit and involves identifying a product that can succeed in the market. Regardless of what it is, you must ensure that consumers will demand it because it satisfies their needs.

Analyze the market and the Growth Hacking funnel

Once the product is ready, attention turns to customers and data analysis to understand their behavior, location, interests, and more. Various creative strategies and ideas are used to capture their attention and achieve conversions. This is where the Growth Hacking funnel comes into play, describing the stages a user goes through from first discovering a brand to recommending it. In 2026, many companies complement this approach with growth loop models, where retention, recurrence and referrals become active growth engines, reducing dependence on constant user acquisition.

In addition to actions for each of these stages, this is also when different hypotheses are formulated. What would happen if actions were reversed, elements were added or removed from the product, or new tools were used in the process? The goal is to identify opportunities that enable growth with minimal effort.

Set Goals and Go Viral

Once the best paths forward have been identified, set very specific short-term goals to verify whether you are on the right track. Creativity once again plays a role in finding channels that allow content to go viral and attract many users. As growth and scalability become evident, automation becomes necessary in order to continue analyzing the audience more effectively.

Strategies vary, but typically include options that allow users to share your product, encourage distribution through content or limited samples that can be expanded in exchange for something, or partner with others for mutual benefit. A well-known strategy is piggyback, based on collaborative competition partnerships.

Analyze Continuously

Finally, it is essential to analyze again, this time focusing on campaign performance and overall product success using metrics and KPIs. The mindset should always be one of continuous improvement.

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The role of Artificial Intelligence in modern Growth Hacking

In 2026, artificial intelligence has become a transversal layer within Growth Hacking strategies. It does not replace creativity or strategic vision, but it does accelerate decision-making and reduce the cost of experimentation.

Thanks to AI, teams can analyze large volumes of data in less time, detect behavioral patterns, automate tests and personalize experiences dynamically. This enables faster hypothesis validation, better prioritization of high-impact actions and more efficient scaling of what truly works.

When applied correctly, artificial intelligence does not replace Growth Hacking, it amplifies its continuous learning capabilities and its focus on sustainable growth.

Do you want to apply Growth Hacking in your business? At Ideafoster, we follow the same principles to maximize the growth of the companies we work with. We pursue innovation relentlessly, leveraging our ecosystem of cutting-edge partners across multiple areas and continuous data analysis. Ready to grow? Contact us.

FAQ's

What is Growth Hacking and what is it used for?

Growth Hacking is a growth methodology based on experimentation, data analysis, and continuous improvement. It helps identify real growth opportunities and scale them with minimal risk.

Is Growth Hacking still relevant in 2026?

Yes. Although the term originated more than a decade ago, its experimental approach remains essential. In 2026, Growth Hacking integrates product, automation, and artificial intelligence to drive sustainable growth.

What is the difference between Growth Hacking and traditional marketing?Traditional marketing executes predefined plans. Growth Hacking prioritizes

continuous experimentation, rapid learning, and data-driven decision-making.

What types of companies can apply Growth Hacking?

Both startups and established companies. Any organization looking to optimize products, processes, or growth models can apply Growth Hacking.

What role does artificial intelligence play in modern Growth Hacking?

Artificial intelligence enables the analysis of large data sets, automates experiments, personalizes experiences, and anticipates which actions generate the greatest growth impact.

Does Growth Hacking replace business strategy?

No. Growth Hacking enhances strategy but does not replace it. It works best when there is a clear business vision and well-defined objectives.