ElevenLabs · AI voice and audio tools
Test ad formats with agencies, then hire motion designers to make variants in-house
Motion-design ads are the bulk of ads and work really well; no numbers
Workedpaid-social
What they did
Started with agencies to test many formats and find what fits, then brought creative in-house to raise quality and quantity. Two 'AI creative producers' (motion designers by background) study data and competitors daily using Motion, then make After Effects motion-design ads layered with ElevenLabs text-to-speech voiceovers, music and AI-generated images. Swapping hooks, voiceovers and music gives quick variants while keeping quality high; UI-based flows show the abstract AI product well.
What happened
Motion design is still the bulk of ads and 'works really well' for the core web app.
- Stage
- scale
In their words
Sub Club by RevenueCat · How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries“normally actually you start with agencies. So we started with agencies, you're testing lots of different formats, you work out what fits, but then you want to bring it in-house”
“they create with after effects really great motion design. So, that's their background. They are motion designers, but then they layer in with text to speech, voiceovers using ElevenLabs with the music”
“The first one is the motion design, and that's still the bulk of our ads and works really well.”
Related topics
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More from ElevenLabs
All 16 ElevenLabs tactics- 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
- Build separate apps for separate uses, each with its own brandWorked twice so far, per the speaker
- Run the company as 10-12 small teams that each own design, build and growthSpeakers credit it for shipping speed; no numbers
- Write the launch Twitter thread first, then turn it into a video
- Hire a creator on staff to film short videos for launches
- Hire engineers who build side projects, judged by their public GitHub
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- ElevenLabs: Feed your best and worst ad copy into a custom GPT that writes new adsNewly built; guest calls it really cool, no results yet
- ElevenLabs: Hire an in-house creator to make YouTube videos teaching the productChosen over AI avatars for quality; no results given
- ElevenLabs: Use AI to make ads for each audience, like podcasters or app makersDescribed as the way to scale creative; no results given
- ElevenLabs: Treat each ad channel separately and grow its spend 10-20% a weekGoogle search is still the biggest channel; no spend or return numbers
- ElevenLabs: 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
- ElevenLabs: Translate ads into other languages with AI dubbing and prompted copyGuest says it gets fantastic results; no numbers
- ElevenLabs: Run holdout tests in each ad platform and discount reported sales by the resultsExample: 500 reported conversions were only 200 incremental