Sub Club by RevenueCat
00:39:45 · Jacob Eiting
[00:39:45] S3: You know what's... It was really interesting. We've built various versions of like share this screenshot or share this chart in our dashboard over the years. Never, almost never saw them in the wild. The biggest shareable feature we ever built was just building a mobile app because then people could easily screenshot. And like, and and I guess this is not intentional, but making the like home screen of that like fairly aesthetic and fairly easy to like screenshot and share. And a 100 x the number of times I saw our product on on x like overnight. It wasn't even a sharing feature. Right? You know what I mean? I mean, maybe we should have thought. I mean, obviously in hindsight, we could say, yeah, clearly we knew that virality would go up with the mobile app. But like, and also just we had a miss there on not having a mobile app for as long as we didn't. Right? And like, I kind of thought it as like this toy, just kinda like, oh, yeah. We're a business of B2B. Why do we need a mobile app? And I may be taking it from Stripe. Like, have a mobile app, but it's like, how big of important is that for me? It just never was that important beyond a certain stage. But like, I totally miss this. And then in hindsight now, like, it's it's obvious. Like, it has almost the same usage on a daily basis as our dashboard. Like, it's a... You know what I mean? And people were yelling at me for years to do it. I just was like, David included. But I just ignored it. But it's exactly to your point. Right? Is that I was like being like, like, wrong, know, what other people do, da da da da da, rather than just being like, why user yell today? Okay. I build that. That would have been the better algorithm. And would have got me to like this, like sort of unlock much sooner. Right? But yeah, it's just like surprising sometimes. The second order effects you get, you know. I'm sure the Spotify people never knew Wrapped would become the thing it did. Right?
00:41:18 · David Barnard, Jacob Eiting
[00:41:18] S0: Yeah. It's hard to manufacture those shareable moments. Often, they they end up coming more naturally than than you anticipate. When you try and build for it, you screw it up. Even one that I think has worked really well is Flighty. Flighty kinda does a wrap, like, the year end, like, flights, and and that has gone, you know, fairly viral. A lot of people post and that kind of thing. [00:41:39] S3: But it's a little more compelling than how many coffees did I order this year. [00:41:43] S0: Absolutely. But but Ryan even talked about on... It was either on his app growth annual... Yeah. I think it was his app growth annual interview with Charlie that was released in the launch... The sister podcast to this launch where he talked about, like, they struggled with that. Like, they they they went through multiple iterations before they landed on something that was actually truly shareable. And and, I mean, I think that was kinda your point, Tanmay, with that post and kinda what you're saying is, like, you gotta iterate towards that real shareable moment and then try stuff. And if people aren't sharing, then then it's not because you didn't surface it well enough or whatever. It's like, that's just not a shareable moment. And then then you keep iterating and you find that shareable moment.
00:42:23 · Jacob Eiting, David Barnard
[00:42:23] S3: It's very analogous to like April fools as like a marketing gimmick. Right? Like that was such a big deal for a number of years. And then I don't remember when it was, but at some point it just jumped the shark and it became cringe to do it. You know what I mean? It still happens, but I feel like it peaked and then, you know, But I guess that's more of these things happening half life. It's in anything in the attention economy. Right? It's like, you find something unique, it's able to get attention, then you're gonna attract a million follow... Fast follows to that space, and then it's gone in two years. But that's... I mean, that's what keeps it interesting. Right? Why it's growth hacking. It's not just like... It's not formulaic or whatever. You have to like constantly be thinking of cool stuff to do. We're always like... Yeah. We borrow stuff obviously from other brands and platforms, but then we're just always coming up with the most unhinged. As unhinged and weird as we possibly can dream, a lot of it definitely makes the light of day. But one out of 10 stupid things somebody says, we're like, actually, you know what? Maybe we can do this. Right? And then you get to multiply that across, you know, multiple products too for you guys. It's like, you know, you can you can kinda go in a lot of directions, which is cool. [00:43:28] S0: Yeah. Have y'all found any key unlocks in the consumer apps at ElevenLabs? The... Are there shareable moments?
00:43:28 · David Barnard, Jack McDermott
[00:43:28] S0: Yeah. Have y'all found any key unlocks in the consumer apps at ElevenLabs? The... Are there shareable moments? [00:43:35] S1: Are you still iterating toward finding that kind of loop? Yeah. We're we're still iterating a bit. One one thing that I've tried to look at in there, we we look at a lot or just... We do a lot of, like, social monitoring. So we we take a good hard look at mentions across Reddit, Discord, x, etcetera, and and have seen some pull. Like, for for us, I think the the is when you you can bring your own ebook or epub or PDF file and then pick a specific voice, the voice in your head that you want to be able to read that that story or that book to you. So I think the the the main goal is, you know, I know that a lot has kind of been made of of the the trend around onboarding quizzes. And and if you you introduce goal set, you know, goal setting and that type of thing. We've actually found more success in trying to get out of the way a little bit and trying to shorten the the time between like, I have a piece of content that I wanna read and I've got a voice in mind And can we help you kind of find that voice quickly? And we do see, like, screenshots and video and screen caps of people with with a specific voice being like, oh, I didn't know that Michael Caine could read me, like, Dickens or could read me my chemistry PhD homework or whatever. And so I think that that's kind of becoming a unique thing for us and one that we were beginning to put a little bit more more fuel line on the consumer side.
00:45:03 · Jacob Eiting, Jack McDermott
[00:45:03] S3: It's all fair use of a cut... Of a user does it. Right? So it's like... But, yeah, those are the those are the the best moments. I mean, I guess that just comes with, like, giving people powerful tools. Right? They will... You know, like, a lot of... I I don't know if you call this earned or just virality, but like I talked about the... Us people posting our screenshot of our app. Right? It wasn't like a thing we were trying to make happen. We just did our job. Right? And got people to value really quickly. And then, you know, it just it just creates... It creates... Makes our natural virality and growth that way. [00:45:35] S1: One thing that ties the two apps together a little bit in in part of ElevenLabs is just the the importance and the centrality of voice as like a medium and a tone and a quality to it. And so I think the more that we are... We're currently doing a great deal work around a redesign to make kind of the voice orb experience feel more emotive. Right? Like, what would a voice look like? And how can we kind of bridge the gap between what you hear and the way when when you're going to choose a voice or being able to create a voice clone that would represent your own voice. Like, can we begin to experiment in that specific area? Because it is a pretty magical experience to be able to to create create new audio in voice tones. And so I think that that's been been one core loop across voice agents, across our core app, and across the the consumer side as well.
00:46:32 · Jacob Eiting
[00:46:32] S3: Yeah. When when when do I get custom voice portability to other LLMs? I want that because I tell you the... I'm I'm so much more tolerant of like the standard sort of like five point two's like behavior and answers when I'm reading it. But once it starts talking to me, the person gets so annoying when they start messing stuff up. You know what I mean? It's like I need to tweak this. Just... It's so funny. This is... I mean, is sort of a tangent, but my wife heard... I had the standard... This is ChatGPT you were talking about. But like the standard ChatGPT, like voice agent versus she has like the Australian one. And she's like, why is yours so annoying? And I was like, I don't think whatever. She's like, listen to mine. And I was like, yeah, you know what? Yours does sound less annoying for some reason. Right? But it's, I mean, it's it's it's an example of what you're talking about where like voice is such a important, you know, it goes beyond just text. Right? It's like, it humanizes like information. And it's like the most natural interface for these like, these token brains in a box, right? It's a very natural way to humanize them, which I don't know, just obviously tons of surface area for you guys to invent new and interesting experiences off of, which is which is pretty cool. Just how unhinged would it be if I could clone my own voice and make that my chat GPT, you know? Just like talking to myself. That would be strange. That would upset somebody.