“earn 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 down in our paid media as well... the first place we start is 11 Labs branded search it's the lowest hanging fruit”

Earned media compounds: each launch makes the next one bigger

ElevenLabs treats earned media as a compounding asset, not a one-time spike. Each launch that earns press attention increases brand-search volume, which makes paid search more efficient, which makes the next launch convert better. The flywheel: earn attention, capture branded demand, demonstrate ROI on paid, repeat. Most companies optimize each launch in isolation; ElevenLabs optimizes the cumulative earned-media trajectory.