Paying large sums for single placements with mega-influencers is a high-risk gamble. A more effective, scalable strategy is to focus on generating authentic content with nano- and micro-creators. This approach leverages social platform algorithms for distribution and builds more trust.
Relying on data alone is misleading. Descript’s web app launch failed to boost conversions because they missed the customer context: users who download a desktop app are inherently higher-intent. A strong hypothesis requires both quantitative data and a qualitative narrative about user behavior.
Pinterest copied Facebook's onboarding, and Meta considered copying a Google app strategy. Both were misguided because they failed to account for their different products, customer bases, and market timing. Growth strategies are not one-size-fits-all and require a customized approach.
At Descript, a bi-weekly release cycle gave the growth team a constant stream of new angles and use cases to market. Each new feature—like adding languages or improving voice cloning—became a new topic for SEO, new creative for ads, and a reason to re-engage users.
While the goal is often a frictionless experience, some friction can be a positive filter. Descript found that users willing to download a desktop app were more invested and more likely to stick around. Don't be afraid of early steps that test a user's commitment.
When in-product collaboration loops are weak, look for organic external sharing behaviors. Descript noticed users making YouTube tutorials, first encouraged them to add links, and then built a full affiliate program. This became a primary growth channel, driving over 25% of new users.
The common 3-5x ROAS benchmark is an optimization target, not an initial gate. When testing a new paid channel, aim for break-even first. This proves viability and buys you time to iterate on creative, audience, and spend levels to find a scalable, efficient model.
Don't abandon SEO for GEO. LLMs rely on the same crawling and indexing systems as traditional search engines. To be cited by AI, you must first have strong SEO fundamentals like fast load times and structured data. GEO then builds on this by focusing on answering specific user questions.
Instead of testing every possible marketing channel, successful companies find one or two that produce power-law outcomes. This requires identifying your product's inherent advantages for distribution (e.g., social shareability for a consumer app) and doubling down there first.
Counterintuitively, a horizontal message like "all-in-one editor" can work if you acquire users through targeted entry points. Create specific landing pages for each job-to-be-done (e.g., "transcribe audio"). Users arrive with a clear task, solve it, and then explore the broader platform.
Counterintuitively, static ads can drive more app downloads or website clicks because they are less disruptive to a user's entertainment flow. Clicking away from an engaging video is a bigger interruption than clicking a static image, leading to lower conversion rates for complex actions.
Companies often hire growth leaders in a panic when growth stalls. A better approach is to hire when you have early signs of channel fit. This allows the new hire to scale what's working and build a team around that proven channel, rather than desperately searching for any that might work.