Startup growth & social PLG
Product-led growth run through social. We built the motion that took Lovable to 1M new users and Layla AI to 700K users at €0.12 each, across YouTube, LinkedIn, X and short-form.
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Social PLG: the product is the campaign
Product-led growth usually stops at the product boundary: a good onboarding, a share loop, a free tier. What is missing is distribution. If nobody sees the product, the loop never starts, and most startups solve that by buying users at a cost their retention cannot support.
Social PLG puts the product itself into the feed. What people watch is someone using the thing and getting a result. That converts differently to an ad about the thing, because the demo is the proof. For Lovable, the fastest-growing startup in Europe at 100M ARR in 8 months, that meant always-on paid creator campaigns, topic and meme pages and a full UGC engine, every layer running at once. 100M views in 3 months, 1M new users.
Acquisition cost that survives contact with retention
Layla AI reached 700K new users at €0.12 each off 72M views. A number like that is only reachable when organic volume carries most of the acquisition and paid is used to accelerate what already works, rather than as the primary channel. That is the structural advantage of running content volume and media buying in one team.
The channels founders under-use
Short-form gets the attention, but YouTube, LinkedIn and X do the compounding for B2B and developer-facing products. We run all of them as one motion, with the format adapted per channel rather than one clip cross-posted everywhere.
How we run it
Find the loop
What in your product is genuinely watchable. If nothing is, that is the first thing we fix, before spending anything.
Build the content engine
Creator campaigns, topic pages, meme pages and a UGC engine running together, not sequentially.
Seed and read
Organic first. What earns attention without paid support is what deserves budget behind it.
Amplify
Paid creator campaigns behind proven content, always-on rather than in bursts.
Compound
YouTube, LinkedIn and X built up in parallel so acquisition does not sit on one algorithm.
Case studies
Social Creator PLG across YouTube, IG, LinkedIn and X. Always-on paid creator campaigns, topic and meme pages, a full UGC engine. Every layer of growth at once.
72M views converted into users at an acquisition cost paid-only channels could not reach.
Short-form volume driving installs in the first 45 days.
Frequently asked questions
What is social PLG?
Product-led growth distributed through social. Instead of advertising the product, the content shows the product being used and getting a result, so the demo does the converting. It works best when the product does something visibly useful in under 30 seconds.
Does this work for B2B and developer tools?
Yes. Lovable is a developer-facing product and the motion took it to 1M new users. For B2B we lean harder on YouTube, LinkedIn and X, where the audience actually evaluates tools, rather than on short-form alone.
What acquisition cost is realistic?
Layla AI reached €0.12 per user and Rebind €2.50 per install. What is realistic for you depends on your category, product and market. We will give you an honest read on the call rather than quoting someone else's number back at you.
How early is too early?
If you do not yet have a product people can see working, content will not fix that. If you do, the earlier the distribution motion starts compounding the better, and the cost of starting is mostly time rather than budget.
Do you take equity or work on retainer?
We work on retainer. What the scope covers is set on the call once we know which layers of the motion you actually need.
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Let's talk distribution
30 minutes, no deck. Bring your goal and your numbers, we tell you straight whether we can move them.
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