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00:12:14 · Tanmay Jain, David Barnard
[00:12:14] S2: things that this affords, and this came from... You know, this came up in the super app conversation versus, you know, separate apps is we were really able to tailor paid plans or monetization directly to the value that that ICP or that user seeks. So when we think about ElevenReader, they don't think in terms of credits and tokens when it comes to, you know, a listening or a consumption focused app. So, you know, Jack was able to really align the costs to an hours sort of experience and a consumption focused experience versus in ElevenLabs. The flagship app, it's very, very creative focused, and users to our benefit have been trained and primed to learn about credits and characters and all these sort of different, you know, digital economies. And so by separating out, we were able to really basically get licensed to go and try out a variety of different pricing and packaging in a really, really unique and useful way. [00:13:04] S0: Since we're on the the topic of user acquisition, I am curious about how y'all think about running paid UA and kinda building the the engine of growth. And I know you'll you'll use a lot of really polished videos. I I heard another podcast that one of your colleagues was on that you even hired a motion designer specifically to get that kinda earned media that that is these kinda big launches, but then you kind of trying to build a paid UA flywheel that runs continuously while also doing these kind of big launches. So tell me about how you how you think about those things and then how you actually execute.
00:13:37 · Tanmay Jain
[00:13:37] S2: We always think about our launches as sort of two buckets. We have kind of... There's moments we go out and seek earned media, and then we have those moments where you need to go and forecast sustainable month to month growth. Right? Both things have to be true at once, and that's something as a growth and product person you constantly have to do. And even within our earned media, think about, you know, what level we kind of target this at. Is this something that goes on all our channels? Is this something that go on email? You know, maybe these people don't care about on our LinkedIn, the ElevenLabs flagship app, because it is short form creator focus, so understanding who fits where and why is really, really important. And then on the paid side, we think about, okay. Well, what is the channel? What is the product? What is the specific message that we're trying to do? And how do we, like, you know, set the right sort of models so that we can figure out how to do this in a really sustainable way? Because we look at that as a sustainable growth channel and not as a let's go and launch continuously as well. So I think the gaps between launches aren't like a traditional company where it is once a year, once a... Once every six months. We would probably do more than once a quarter, to be honest. Or I would say monthly is probably the average cadence for a team in ElevenLabs. So we get a lot of opportunity to kind of explore these sort of viral upside moments while also having this continuous growth engines.
00:14:46 · David Barnard
[00:14:46] S0: But what are the primary channels that you do use in paid?
00:14:48 · Jack McDermott
[00:14:48] S1: One, we we operate across a lot of the paid ad channels that you'd expect. Right? So so we're operating across Meta, TikTok, Apple search ads, Google Play, Google Ads, and really taking a fine tuned approach to be able to looking at the the results in the data in an incremental way each week or each month. Right? I think one thing that's kind of unique about ElevenLabs and again, going back to that idea of like a horizontal platform that we have is we're in a nice position where where we don't need to always optimize for say day six conversion or day eight conversion or even day zero conversion. Right? We're in a position where we do have and we're trying to build a brand and we're trying to build an audience and we're trying to drive engagement that we we ultimately wanna capture a lot of value from. But one thing that's kind of nice about the position that we... We've been able to build with a great deal of brand work at ElevenLabs through all of these flagship launches where we announce new models and gain good amount of earned media is it gives us a little bit more flexibility on paid to be able to test new creatives or to really not have to nail that that week one payback, but to really allow ourselves a bit more flexibility in order to determine and test into the right, you know, payback or LTV of CAC. So that that's the way that we we thought about it. And of course, in the day, it's a lot of work because each new channel is gonna operate in its own way. And you really get to understand what type of creative is gonna perform, what's the right approach across each one. So that I think is an important part that we don't view it as just paid in the aggregate, but but really fine grained approach to each individual channel in the way that they layer up together toward growth.
00:16:33 · Jacob Eiting, Tanmay Jain
[00:16:33] S3: And I and I think [00:16:34] S2: earned media is something that a lot of companies really underrate. Right? Like, I think earned media is really a compounding effect. Right? Like, every launch we do earns more eyeballs, which means that the next launch earns more eyeballs. And it is truly compounding. And then it compounds our bill... Like, not that we've ever run the numbers on this, but I can say with confidence, it's it's compounding down in our paid media as well. You know, the first place we start is ElevenLabs branded search. It's the lowest hanging fruit. We get a lot of it because we do a lot of earned media, and we're able to go and scoop that up. And I'm pretty sure when people get hit with the ads, they've heard about us. They like us. They know that we provide the most expressive text to speech model. And so when we hit them with an ad about that in a really unique way, they're more likely to convert as well. And I think that results in better sort of, you know, CPA or CPI, whatever we're looking
00:17:22 · Jacob Eiting
[00:17:22] S3: at. Yeah. It's hard to tell what the, like, efficiencies are. It's hard to measure, obviously. Exactly. That brand is always really hard. But... Yeah. Do you do you all... How... Like, this is an old trick back in the day, but, like, launches and coordinating with the platforms was like a huge advantage at the time. Like, it used to be launches were bigger on the plat... Like on the app store, for example. Do you think about cooperating or working with the platforms on like what they wanna see, like your app store reps or your Play Store reps. And are you thinking about that very much? Or is it more like, no, we're bigger bigger than that, but like that's not really our our main lever?