ElevenLabs · AI voice and audio tools
Turn every feature launch into a video, thread, landing page and fresh ads
Called the heartbeat of growth; no numbers given
Unknownpr-launchpaid-socialpaid-searchlanding-page
What they did
Growth team works hand in hand with product/research. Each new model or feature (e.g. Scribe v2 speech-to-text, image/video in the app) gets: a launch video and X/tweet thread showing capability and benchmarks; a new landing page; and refreshed Meta, LinkedIn, Google (and TikTok) ads using the launch's hooks. Core messaging for the X post is iterated alongside ad copy. A separate in-house motion design team makes longer, fewer-variant brand/launch videos.
What happened
Guest calls launches the heartbeat of growth; hopes each creates a viral moment. No quantified result.
- Stage
- scale
In their words
Sub Club by RevenueCat · How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries“we put it through this growth system, and that normally translates into what's hopefully a really viral moment.”
“that also translates behind the scenes into a world-class landing page, sort of time to update all your different Meta, your LinkedIn ads, your Google Ads.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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
More from this episode
- 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: 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
- 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