Elena Verna: observation

Transcript context

…We had the CEO of Gamma on recently, granted, and he's exactly the same thing. Just sharing a bunch of lessons, journey building in public, a big part of the growth lever. And your point here is okay, so it's the CEO. But then it's also how do you get your customers to share things on socials? And then there's a paid influencer component. Yes, the customer is difficult one. That's a word of mouth loop that you need to stand up. The only way to create a word of mouth loop is just to blow their socks off when they actually experience your product. We have a almost unfair advantage, because our product is called Lovable. So by default, we're trying to create absolute lovable experiences. That is a mentality internally. If it's not lovable, we're not going to ship it. And the best way to fix a bug at Lovable is to say, "This is not lovable," and everybody just jumps on it to fix it right there and then. Sprints, no sprints, it doesn't matter, it's getting fixed right now. So from that perspective, we have that culture already embedded as part of our brand and it's part of our name which helps us a lot. But the point is that you feel that brand through every interaction. I talk to my designer all the time, how can we add more love marks into the product? How can we prioritize more unique interactions? The little elements that make up that feeling of this product is speaking to me. It's like, "It feels something that is unique." It has personality behind it. So we put all of the brand work actually into our product. When you think about Lovable, people think about a brand, but we don't have a brand marketing team yet. So it's all just through product interactions, and some of those building and public moments of the people behind those product interactions that is our strategy. And then there's influencer marketing. Interestingly enough, influencer marketing is 10 times bigger for us than paid social. So yeah, we do some paid social as well, and it's working decently. It's quite expensive from payback period, we're still optimizing it. As I said, we're pretty early on in all of these channels. But influencer marketing is something that has worked from the beginning at Lovable. And a reason behind it is that influencer marketing, especially on the socials, it gives you an opportunity to have a little video and interaction. And Lovable is all about seeing like, "Oh my gosh, this is what I can do, and this is possible." So that drives people to go and try it themselves. So that's why social works very well for us, because it's not really a written value proposition. Nobody knows what vibe coding is. But you watch 10 seconds of it and you go, "Whew, that's new. Let me go give it a try." Who would've thought that a head of growth, who is traditionally seen as data, metrics, spreadsheets, drive KPIs is like, "Okay, how do we make this more lovable? How do we add more moments of delight?"…

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