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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.
00:47:50 · Jack McDermott
[00:47:50] S1: Well, yeah. I was just gonna say we we did a quick analysis on on the consumer side, and and we can look at just what's the frequency of voices that people choose. Right? And are there clusters or do they tend to kind of congregate? Because most apps, right, would allow you either no selection or two or three options. We have over 600 voices on our consumer app, and it allows you to pick your own voice narrator to read read great audiobook con... Great audiobook content. And no single voice has more than 10 or 12% of use. And so the the tail is extremely long. Right? Like, the median amount of use is probably close to one or 2%. Right? When when you think of just how, you know, people perceive voice selection. And my my preferred voice is not the same as David's. It's not the same as anybody else. And so I think that's one thing that we're seeing.