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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?
00:17:56 · Jack McDermott, Jacob Eiting
[00:17:56] S1: We we do have great relationships with our reps and with the teams and both Apple and Google. But I think the way that we've approached things is like you have to start, especially nowadays with with the power of your own story of what what the launch is and how you wanna own it and tell it. And and we've been able to really invest. We hired our own internal creator who's, like, on staff to be able to film and create short form content. I think for a long time, the pendulum has been swinging from, like, you know, who has the story to tell? Do do you have to rely on a platform to be able to get on the front page of, you know, at the App Store, or can you really create an organic or earned or paid approach to being able to get a really great story out there? So we spend a lot of time upfront, probably, you know, one to two weeks of kind of refinement of what's the story that we wanna go out and lead with. And there's so much noise out there, especially in our space where where you're building and launching AI models that seem to be a [00:19:00] S3: Every new week. [00:19:01] S1: State of the art benchmark every single week. Right? [00:19:03] S3: So Change a name, put a [00:19:05] S1: number on the end. [00:19:05] S3: You're like, cool. Beat some benchmark I've never heard of before. Great. Sounds awesome. [00:19:10] S1: Right. And then... So so I think in that that specific environment, if you don't start with with a very clear storyline yourself, then you're not gonna be able to rely on it on anybody else.
00:19:10 · Jack McDermott, David Barnard
[00:19:10] S1: Right. And then... So so I think in that that specific environment, if you don't start with with a very clear storyline yourself, then you're not gonna be able to rely on it on anybody else. [00:19:22] S0: Yeah. Tanmay, I'd I'd love for you to dig deeper into that. You you were telling me at your time at Amazon, the whole idea of kind of write the press release first and how that's taken on a different form at ElevenLabs. How how do you plan for that?
00:19:37 · Tanmay Jain
[00:19:37] S2: It was really interesting. I think six weeks in, had to go after my first launch. You know, we don't we don't have long onboarding processes here at ElevenLabs. And straightaway, I got handed a doc, like, Jack was super helpful with this where it was like, okay. You know, write out your value... Like, your core value promise, your secondary value promises very succinctly, tightly. But then the first thing you're you're going to do is turn that into a Twitter thread. And we're gonna think about, you know, what is the main headline? What's the interesting hook to get you to the second thing that gets you to this... The the the next subtweet and the next subtweet? And how can you encapsulate that story in terms of a number of small Twitter threads that, you know, really capture the audience and drive that earned media? And then the next activity is, well, then how do you turn that into a video and how do you express that through video? Because video is so important, all of these channels where it's driving so much more performance and organic impressions. And, you know, that looks like sometimes we go and make a motion graphic video where we have our in house team who are forever churning out the highest quality videos I've ever seen, and I don't know how they do that, all the way to more, you know, people in camera sort of focused content. And it's something that, as a company, I feel like you get trained on because you spend a lot of time watching all the content that the team puts out across these various different sort of tiger teams shipping all this really great content. And then you also just get refined. You know, you put a script out there. The creative team will give you some feedback. You write a Twitter thread. You know, Jack or Luke, our head of growth, will provide some really meaningful feedback. So you get a lot of opportunity to get these sort of reps out as well.