ElevenLabs · AI voice lab
Hire a creator on staff to film short videos for launches
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What they did
ElevenLabs hired an internal, on-staff creator to film and create short-form content and has an in-house team making motion graphic videos, so the company owns and tells its launch story rather than relying on App Store featuring.
- Stage
- growth
“We hired our own internal creator who's on staff to be able to film and create short form content.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from ElevenLabs
All 16 ElevenLabs tactics- Drop the translation agency; have an LLM translate app text on every code changeMuch cheaper and faster than the agency and paid tool it replaced
- Test ad formats with agencies, then hire motion designers to make variants in-houseMotion-design ads are the bulk of ads and work really well; no numbers
- Treat each ad channel separately and grow its spend 10-20% a weekGoogle search is still the biggest channel; no spend or return numbers
- Translate ads into other languages with AI dubbing and prompted copyGuest says it gets fantastic results; no numbers
- Feed your best and worst ad copy into a custom GPT that writes new adsNewly built; guest calls it really cool, no results yet
- Run holdout tests in each ad platform and discount reported sales by the resultsExample: 500 reported conversions were only 200 incremental
More from this episode
- ElevenReader: Sell hours of listening instead of AI credits, and drop a planCalled the app's biggest win of the year; no numbers shared
- ElevenLabs app: Offer one price in the mobile app and test offers around itKeeps pricing simple and the team accountable; no numbers shared
- ElevenReader: Keep tuning the onboarding quiz without testing a no-onboarding versionBiggest fail of the year; too many cycles spent on onboarding experiments
- ElevenReader: Cut onboarding down so people upload a book and pick a voice fastWorked better than quizzes and goal setting; no numbers shared
- ElevenLabs: Launch about once a month to earn press, then buy the brand searches it createsBelieved to lower CPA/CPI and compound across launches; never measured
- ElevenLabs: Write the launch Twitter thread first, then turn it into a video
- ElevenLabs app: Test new ads without needing week-one payback, reviewing each channel weekly
- ElevenLabs app: Share UGC creators, tools and tracking setup across sibling apps
- ElevenLabs: Build separate apps for separate uses, each with its own brandWorked twice so far, per the speaker
- ElevenLabs app: Test paywall ideas in two sibling apps at once and swap notes
- ElevenLabs: Run the company as 10-12 small teams that each own design, build and growthSpeakers credit it for shipping speed; no numbers
- ElevenLabs: Hire engineers who build side projects, judged by their public GitHub
- ElevenLabs: Tell users how many hours their voice agents have run, so they share it
- ElevenReader: Watch Reddit, Discord and X for what people share, then push itUsers post screenshots of surprising voices; still iterating
- RevenueCat: Launch a mobile app with a home screen people want to screenshotAbout 100x more sightings on X overnight; mobile usage near dashboard usage
- Canva: Spin out a separate app for one use case of the main productWon Apple awards but failed on acquisition and retention; folded back in
- Canva: Plan a launch 12 months out, with 3 months on messaging
- Lower the price to keep customers who are churningFailed; maybe one extra month retained if they don't care about the product