How ElevenLabs app grows

Run two tracks at once: earned-media launches (about monthly per team, more than once a quarter) targeted to the right channels (all channels, email, LinkedIn or not), plus a steady paid UA engine. Earned attention feeds ElevenLabs branded search, the first paid target, and makes paid ads convert better because people already know the brand.

From a horizontal platform, pick an ideal persona and form factor and build a dedicated app (creator app vs PDF/ebook reader). Give each app its own brand and look so store searches for 'ElevenLabs' and for 'turn anything into an audiobook' each find the right app, while sharing a design system and tech. More small bets are being incubated.

Web offers upwards of five plans; on mobile the flagship app offers one price because five plans didn't make sense with store limitations and for simplicity. Experiments vary incentives around that single price rather than adding plans. Part of a broader rule to distill the best of web to mobile rather than porting everything.

Run paid UA on Meta, TikTok, Apple Search Ads, Google Play and Google Ads, reviewing results incrementally each week or month per channel rather than paid in aggregate. Because brand launches build awareness, they don't have to optimize for day-0/6/8 conversion or week-one payback and instead test into the right payback or LTV:CAC while testing new creatives.

The two apps share database, MMP and testing tools. UGC made by the same creators/agencies is boosted on paid or posted organically, and what works for one app is picked up by the other. MMP events that carry the most signal are mapped and defined consistently across apps. Retention, engagement and monetization are built separately per app.

Both app growth leads test their own paywall hypotheses at the same time and compare notes, roughly doubling or quadrupling the surface area for learning.