PARNIKA
The Huddle01 Meet app

Use cases over feature lists: Product marketing for Huddle01 Meet

Timeline
Nov 2022 – Jul 2025
Services
Product Marketing
Launch Strategy
Social
Website
huddle01.app

Overview

Huddle01 Meet is a video meeting and audio spaces app built on Huddle01's network. The product team shipped something new every few months, and I decided how each release went to market: whether it got a full launch, what the messaging was, and what creatives it needed.

Meet's users were crypto native folks who wanted a Zoom alternative that worked with their wallet. They already had Zoom, so a feature only landed if the post showed them something Zoom couldn't do.

Sizing Each Release

Big releases included - Audio Spaces, the infrastructure upgrade to 10,000 participants and the personal dashboard. Smaller upgrades went out as feature drops in between, so Meet always had something new to show.

Audio Spaces

Audio Spaces went out in July 2023 as crypto's first audio spaces experience. Being first did most of the positioning, so the post spent its words on what Spaces let people do. The messaging spoke to communities, because they were the ones who would run live audio conversations with their members, and it presented audio rooms as something wallets could now use alongside video calls.

Huddle01 Spaces launch party announcement
Huddle01 Spaces now live announcement

Infrastructure Upgrade

Infra is the hardest kind of feature to market, because users only notice it when a call breaks. The upgrade to 10,000 participants launched as a thread with one upgrade per post, each paired with a short GIF. Every post named the tech first and then said what it meant on a call.

Thread post on a 30 to 40ms, 90 percent reduction in latency
Thread post on scaling from 500 to 10,000 peers
Thread post on seamless network switching
Thread post on zero downtime deployments with SDK v2

Make Your Own Platform

By April 2024 Meet had enough features that announcing them one at a time undersold the product. MYOP, short for make your own platform, bundled them into one idea for communities, which was to run Meet as their own branded platform. Under that name sat custom logos and backgrounds, rooms of up to 10,000 people over video or audio, multistreaming to X, YouTube or any RTMPS player, unlimited recordings, and wallet login with token-gating.

Make Your Own Platform launch post listing custom branding, 10,000 person rooms, multistreaming, unlimited recordings and token-gated login

Meet Relaunch

The July 2024 relaunch sold use cases instead of features. The post showed Meet as the place to hang out with a community, brainstorm with a team or host a stream, and sent people to huddle01.app to try it. Meet also got its own X account, @MeetOnHuddle01, which gave product updates a home apart from the network's news.

Introducing Huddle01 Meet relaunch video post
The @MeetOnHuddle01 X account profile

Social Content

Feature promotions via use case hooks, testimonials, long form threads and articles, tutorials and memes.

Feature post on re-joining a recurring meeting in one click
User testimonial from Michelle Lee at Protocol Labs
Meme post about being sent a Zoom link
Update post for Huddle01 Meet Cal.com users
Tutorial post on syncing Huddle01 Meet with Google Calendar
Feature post on turning insights into action with Meeting Analytics
Post on what PRO users unlock, paired with an upgrade GIF
Post on Huddle01 Meet for DAOs and Web3 communities

Results

  • 600M+minutes
  • 160K+users
  • 80K+app downloads
  • 250+paid customers
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