Chloé Yang

Growth Consultant. Ex-Marketing Chief& CEO. Specialize in taking products from 0 to 1—from MVP and GTM to full branding. Expertise: Product Strategy & SEO.

[Chloé Yang @ChloeYang1990]

有意思

[王二鹅 ERE @Dr_goosee]

Lenny 在新一期的邮件中，整理了一篇 60 多个增长的玩法，本来以为又是 referral、SEO、influencer 这些传统的东西（不是说传统的东西没用，是里面有不少 case 还挺好玩的

它想解决的问题其实也就是在产品同质化的情况下，科技公司做增长的方法同质化的问题

Launch video、KOL、SEO/AEO、社媒、邮件、活动，再加投放

大家都这么搞

其实大家都知道怎么做增长，但是钱都让google和fb赚过去了

Lenny 分享的一个例子是

作者 Tom Orbach 以前在一家云安全公司，目标客户是 CISO

正常搞法无非就是白皮书、webinar、行业活动

他们跑去做了一个假的 CISO 玩具商店

里面卖“CISO Panic Button”，还有给公司法务用的眼罩这种莫名其妙的东西

结果在 Reddit 上传开了，24 小时进来 4.6 万人，最后还给销售带来了几百个有效 lead

对于企业安全这种生意，一个好客户本来就可能值很多钱

还有一个case是

Browserbase 的 CEO 发了条东西，说：

获得 Browserbase 股权最简单的方法是加入公司。

第二简单的方法是纹一个 Browserbase 的纹身

他们甚至真的做了一个网页，算纹在哪里能拿多少 equity，纹脸能拿 1%

一家德国的 AI 会议工具公司， tl;dv

名字来自 “too long; didn’t view” 有一天让公司 50 多个人同时把 LinkedIn 职位改成 CEO

LinkedIn 会主动给联系人推职位变动，于是大家的 feed 里突然同时出现几十条：

“XXX has started a new position as CEO at tl;dv。”

过一阵又可以集体发：

“我决定辞去 CEO 一职。”

有点那个，但是确实引起了注意力

其实这些case核心想传递的

是找到一个大家习以为常的东西，然后换一种奇怪的用法去演绎

LinkedIn 的职位变动，本来不是广告位。他们硬是把它变成了广告位

同样还有 Readwise

用户在 X 上看到一个 thread 想保存，可以直接在下面公开回复：

@readwise save thread

所以每一次使用 Readwise，旁边的人也会顺手看到 Readwise

用户没有在领金币什么的帮你传播

他只是正常用产品，传播顺便发生了。当然传播的方法也要和产品能力贴合

还有一个我觉得跟消费产品更近

tl;dv 自己做了一个很开放的小网红计划

没什么粉丝门槛，也不用每条内容都审核

谁都可以发，20,000 views 给 100 美金，一条最高 700 美金

他们靠很多小 creator，一个月可以做到 1000 万以上的曝光

以前 influencer marketing 的逻辑是：找一个大号，谈价格，审稿，然后发一条

但现在完全可以反过来

找很多懂本地文化的小 creator，不告诉他一句标准答案，让他们自己去试什么东西有人看

官方团队自己憋 100 个素材，未必比 100 个小 creator 各自做一个东西有效

里面还有个 Base44 的 case

他们早期会把用户拉进 WhatsApp / Telegram 小群

不是单纯弄一个“官方用户交流群”，而是真的让这批早期用户参与产品反馈，launch 的时候这群人也天然会出去传播

这个区别还挺大的

很多公司做私域最后就是：

大家好，欢迎加入官方交流群

然后每天运营发公告其实没什么用

如果一个用户真的觉得自己是“这产品最早的一批人”，甚至某个功能是他提了以后做出来的，那传播完全是另外一回事

这篇里还有很多其他的

Procreate 公开反生成式 AI，一条视频 1000 多万播放；

有公司说三分之一销售 lead 来自 meme；

Wordware 把自己的一部分能力拆成一个“吐槽你的 X 账号”的免费小工具，最后 810 万人玩，40 多万人注册正式产品；

还有一个很土但有效的 A/B test：在注册页背后放一张故意模糊掉的产品截图，作者自己测试转化提升了 25%

以前大家有渠道红利

Facebook 便宜的时候学会投 Facebook，SEO 好做的时候会 SEO，本身就是优势

现在渠道越来越成熟，数据越来越透明，AI 又让做素材的能力越来越便宜

大家最后会越来越趋同

这个时候一些很难写进标准 SOP 的东西，反而重新变得有价值

当然我也很反对把这些叫做所谓的“反漏斗”、“反直觉”，之类的词儿。因为这些本来就是新的用户需求和传播手段，只是没有被发现罢了

[Chloé Yang @ChloeYang1990]

Very impressive and helpful! Thank you Lily!

[Lily Ray 😏 @lilyraynyc]

Thanks for having me @shenzhenseoconf

[Chloé Yang @ChloeYang1990]

@lilyraynyc @shenzhenseoconf Very impressive and helpful! Thank you Lily!

[Chloé Yang @ChloeYang1990]

This resonates hard. When you're selling to tech-savvy buyers who've seen 50 pitches, they churn the moment a shinier tool appears. The traditional businesses you switched to — they don't have a replacement on standby. That's the real moat.

[Nayrhit B @NayrhitB]

The single best (and the hardest) decision I've made as a founder was sunsetting every customer we'd spent a year acquiring.

Back then, we ran an AI-powered SEO service. We'd pump out human+AI content for our customers and own one number for them: their traffic.

Our customers looked exactly like us. AI, SaaS and ecommerce startups. Easy to find, easy to pitch, easy to sign.

Which is exactly why they were easy to lose.

Churning in months, margins at 40-50%.

The problem wasn't them. It was us. Traffic is a vanity metric. Nobody renews because their impressions went up. They renew when you put money in their pocket.

So we made a hard call.

We paused growth, let go of the customer base we'd spent a year building, and rebuilt the company around a market we didn't understand:
- Pump Manufacturers in Ohio
- Forklift leasing companies in Kentucky
- Compliance Service Providers in Pennsylvania

Instead of just driving traffic for tech startups, we'd now use AI agents to generate real leads for traditional businesses that had never touched AI before.

No network. No GTM motion. When I posted on LinkedIn, not one of them was reading.

Hardest six months of my life.

On the other side: 87% gross margins, 120% NRR at six months, $1M in new revenue every 15 days.

The easier a customer is to sell to, the easier they are to lose.

The ones nobody else is chasing stay the longest - because nobody else bothers to show up for them.

If your market is crowded with tech-savvy buyers, the most contrarian move you can make is to find the people who don't follow tech at all.

That's where you may find opportunities for real compounding!

[Chloé Yang @ChloeYang1990]

服务过20+出海团队，发现一个规律：卡在增长的团队，大多数不是执行问题，是没想清楚"我们到底在和谁抢谁"。

[Chloé Yang @ChloeYang1990]

又整活儿

[Google Search Central @googlesearchc]

Today we released the May 2026 core update. We'll update our ranking release history page when the rollout is complete: https://t.co/ZfiT6txJk5

[Chloé Yang @ChloeYang1990]

今天和一个客户聊，他说SEO他们做了两三年了，就是AI生成话题嘛，我就知道这天儿不用聊了

[Chloé Yang @ChloeYang1990]

@willlhhh 是Anthropic啦😝

[Chloé Yang @ChloeYang1990]

Next up: AI virtual idols. Zephyr, OMG.

[Higgsfield AI 🧩 @higgsfield]

Seedance 2.0 just dropped and gave birth to the next major franchise 🎬🔥

Watch “Zephyr” - a new global entertainment industry benchmark, born within Higgsfield Original Series.

Create your own show on Cinema Studio 3.0.

Only available through business email verification for all regions except US and Japan.

[Chloé Yang @ChloeYang1990]

Tried to create an infographic about a product's development journey. After trying so many tools, only Veeso truly understood what I needed—such a delightful surprise!

[Veeso AI @VeesoAI]

AI design is entering a new phase:
generating images → editable design files.

Not flat images.
But real design files you can adjust, refine, and reuse.

Meet Veeso: a content-first AI design tool. Design that adapts to your content, rather than forcing it into fixed templates.

[Chloé Yang @ChloeYang1990]

Chang is always at the forefront of marketing, bringing new perspectives and methods!

[Chang Chen @ChangChen_CC]

𝟏 𝐁𝐈𝐋𝐋𝐈𝐎𝐍 𝐯𝐢𝐞𝐰𝐬. 1,500+ 𝐜𝐫𝐞𝐚𝐭𝐨𝐫𝐬. $0 𝐚𝐝 𝐬𝐩𝐞𝐧𝐝.

That's partially how Gamma went from "just another presentation tool" to $50M ARR in under 2 years.

Well, that's part of it—and let's not forget the amazing product, beloved brand, and lively community doing the heavy lifting too!

And honestly? It still gives me chills.

𝐇𝐞𝐫𝐞'𝐬 𝐰𝐡𝐚𝐭 𝐡𝐚𝐩𝐩𝐞𝐧𝐞𝐝 𝐛𝐞𝐡𝐢𝐧𝐝 𝐭𝐡𝐞 𝐬𝐜𝐞𝐧𝐞𝐬:

When we first partnered with Gamma a year ago, the market was saturated, and everyone was throwing money at ads hoping something would stick.

We took a radically different approach: 𝐓𝐮𝐫𝐧 𝐬𝐥𝐢𝐝𝐞𝐬 𝐢𝐧𝐭𝐨 𝐯𝐢𝐫𝐚𝐥 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.

As @thisisgrantlee, Co-Founder/CEO @ Gamma, stated: "the Hockey Stick team drove 1B+ views with 1,500+ creators—no extra ad spend. The success is no accident: spot trends early, craft viral hooks for each platform, understand why they spread, then replicate 100x across creators."

🎯 𝐓𝐡𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐭𝐡𝐚𝐭 𝐜𝐡𝐚𝐧𝐠𝐞𝐝 𝐞𝐯𝐞𝐫𝐲𝐭𝐡𝐢𝐧𝐠:
- Gave 1,500+ creators complete creative freedom (no scripts, no micromanaging), only viral content inspirations
- Tested every new content angle, every trend, every viral hook imaginable
- When something worked, we doubled down HARD

𝐓𝐡𝐞 𝐫𝐞𝐬𝐮𝐥𝐭𝐬 𝐰𝐞𝐫𝐞 𝐢𝐧𝐬𝐚𝐧𝐞:
✨ Elon Musk shared Gamma presentations... multiple times
✨ LinkedIn feeds flooded with user-generated Gamma content
✨ X/Twitter timelines became Gamma showcases
✨ Every early user became a passionate advocate

But here's the kicker - 𝐭𝐡𝐢𝐬 𝐰𝐚𝐬𝐧'𝐭 𝐥𝐮𝐜𝐤.

As @KristinFracchia who leads Marketing at Gamma put it: "Hockey Stick Growth excels at spotting trends early and crafting content that goes viral. They've turned viral content into a science."

𝐓𝐡𝐞 𝐥𝐞𝐬𝐬𝐨𝐧 𝐟𝐨𝐫 𝐞𝐯𝐞𝐫𝐲 𝐒𝐚𝐚𝐒 𝐟𝐨𝐮𝐧𝐝𝐞𝐫:

1. Stop throwing money at content that feels like ads. In today's skeptical digital landscape, authentic creator content beats polished marketing every single time.

2. Your users don't want to be sold to - they want to be part of something bigger.

3. The hockey stick moment isn't about finding product-market fit. It's about finding 𝐜𝐫𝐞𝐚𝐭𝐨𝐫-𝐦𝐚𝐫𝐤𝐞𝐭 𝐟𝐢𝐭 and letting authentic voices amplify your story.

What's your take? Have you experimented with creator-led growth? Drop your experiences below 👇

[Chloé Yang @ChloeYang1990]

@haimeta_ai Honestly, even though I use Haimeta
every single day, I’m constantly amazed by its endless possibilities. It never fails to surprise me!

[Chloé Yang @ChloeYang1990]

Honestly, even though I use #Haimeta every single day, I’m constantly amazed by its endless possibilities. It never fails to surprise me!

[Haimeta @haimeta_ai]

HAI World 👋
Creativity just leveled up.

World's first full-cycle creative platform —
from image → video → 3D → interactive space.

HAI = Human + AI. Hi to the world. High on imagination.

Welcome to a new era of creation 🚀

#Haimeta

[Chloé Yang @ChloeYang1990]

totally agree!

[Chris Cunningham @ChrisClickUp]

ChatGPT is a FREE marketing assistant.

But most people don't know the best ways to use it

That's why I built this 165 marketing prompt template swipe file

And for the next 24 hours, it's FREE!

To get it, just:

1. Follow me @ChrisClickUp
2. RT this tweet
3. Reply "TEMPLATE."

[Chloé Yang @ChloeYang1990]

@ChrisClickUp TEMPLATE

[Kyle Poyar @poyark]

11 newsletters every PLG operator should know 👇

[Chloé Yang @ChloeYang1990]

@tagembed hi, I cancelled the subscription, but you still charged me again, contacted the support team, but got no feedback for 2 days!

[Chloé Yang @ChloeYang1990]

I've just entered to win a #GoPro with #FilmstocksParis. #Giveaway details at https://t.co/cBeMpGoTwc

[Chloé Yang @ChloeYang1990]

#filmoramememaker #HappyHalloween