BEARISH ON CLUELY'S MARKETING

@doubleemt

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Why it worked

The video likely resonated because it tapped into a common sentiment among founders and tech enthusiasts about the hype surrounding 'building in public' and the effectiveness of marketing strategies for new SaaS products. The direct comparison and critical analysis of a known entity like Cluely likely sparked engagement.

Summary

The creator is bearish on Cluely's marketing strategy, questioning its effectiveness despite significant views. They argue that 'building in public' is only beneficial for tech products with strong moats, as it can otherwise lead to copycats without a unique selling proposition.

Structure

1Introduction: Bearish on Cluely's marketing.
2Comparison of two launches: one successful, one less so.

Original caption

like obviously they’re the talk of the town but who are the townspeople and does it matter that they’re talking?? #cluely #techstartup #ycombinator #startupfounder #buildinpublic

More from @doubleemt

Product placement

Cluely is mentioned throughout the video as the subject of the critique. Its marketing performance and lack of a technical moat are discussed.

On-screen text

BEARISH ON CLUELY'S MARKETING EVERYONE IS GLAZING CLUELY FOR THEIR MARKETING SO HARD AND I JUST WANNA KNOW HOW EFFECTIVE IT IS HERE'S A TALE OF TWO LAUNCHES ICON DID 1 MILLION VIEWS $5M ARR THEIR FIRST MONTH AFTER LAUNCH 7M VIEWS $3M ARR THEIR FIRST MONTH AFTER LAUNCH TOOK CLUELY TO DROP A SINGLE VIDEO ABOUT THEIR PRODUCT ONE HAS TO WONDER WHO IS ALL THE BUZZ FOR NOT USERS THAT'S FOR SURE EVERYONE TALKS ABOUT HOW OH EVERYONE'S A CREATOR FOUNDER NOW BUILDING IN PUBLIC AND MY TAKE IS LIKE BUILDING IN PUBLIC ONLY MAKES SENSE WHEN I YOU'RE SELLING BACK INTO TECH AND 2 YOU HAVE VERY STRONG TECHNICAL OR DISTRIBUTION MOAT BECAUSE OTHERWISE ALL IN PUBLIC DOES IS INSPIRE COPYCATS LOOK AT ALL THE CLUELY CLONES POPPING UP LEFT AND RIGHT IT'S BECAUSE CLUELY HAS NO TECHNICAL MOAT THEY DO HAVE A DISTRIBUTION MOAT FOR NOW BUT THAT'S ONLY BECAUSE THERE ISN'T A CLUELY LIKE PRODUCT THAT ACTUALLY WORKS IF YOU'RE IN TECH ASK YOURSELF HOW MANY PEOPLE DO USE CLUELY AND LIKE IT THE MOMENT THAT THERE IS AN OS OVERLAY RAG APP THAT ACTUALLY WORKS WORD OF MOUTH WILL COME OUT ON TOP AS THE STRONGEST DISTRIBUTION LIKE IT ALWAYS HAS BEEN

Transcript

Everyone is glazing cluely for their marketing so hard and I just wanna know how effective it is. Here's a tale of two launches. Icon did 1 million views on Twitter and converted 5 million ARR their first month after launch. Cluely did 7 million views on Twitter and only converted 3 their first month after launch. And how long it took Cluely to drop a single video about their product, one has to wonder who is all the buzz for. Not users that's for sure. Everyone talks about how oh everyone's a creator founder now building in public. And my take is like building in public only makes sense when 1 you're selling back into tech and 2 you have very strong technical or distribution moat. Because otherwise all building in public does is inspire copycats. Look at all the Cluely clones popping up left and right. It's because Cluely has no technical moat. They do have a distribution moat for now, but that's only because there isn't a Cluely like product that actually works. If you're in tech, ask yourself, how many people do you know that actually use Cluely and like it? The moment that there is an OS overlay rag app that actually works, word of mouth will come out on top as the strongest distribution, like it always has been.