ClipCraft is a short-form video creation platform where creators record, edit, and publish videos. Over the last 6 weeks, creator growth has slowed even though creator signups are up 18% month over month.
The Head of Product believes creators are getting stuck somewhere in the creation workflow. In the latest month, 120,000 new creators started onboarding, 96,000 connected a channel, 78,000 opened the editor, 52,000 uploaded raw footage, 34,000 exported a draft, and 21,000 published at least one video within 7 days. Day-14 creator retention for new creators also fell from 41% to 33%. Mobile creators publish at 14%, versus 24% on desktop. Creators using templates publish at 29%, versus 15% for those starting from scratch. Average time from signup to first publish increased from 2.8 days to 4.1 days.
Stakeholders want to know where creators are getting stuck, whether the issue is onboarding, editing, or publishing, and which segments should be prioritized first.
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