Video Intelligence Report — Earned Media & Creator Landscape
Executive Summary
The boardroom version — what matters most in 30 seconds.
ElevenLabs dominates the voice AI conversation: 85 videos, 13.4 million views, and the #1 share of voice among all voice/audio AI tools — outpacing HeyGen, Suno, Synthesia, and Descript combined. 98.8% of this content is organic. But here’s the blind spot: 52 of these 85 videos mention ElevenLabs in spoken audio only — no caption, no hashtag. That’s 11.7M views invisible to any text-based social listening tool. The earned media engine is extraordinary. The owned channel (6 videos, 95K views, 0.99% ER) is barely present.
The 11.7M-View Blind Spot
52 videos (61% of all ElevenLabs mentions) reference the brand in spoken audio only — zero caption, zero hashtag, zero @mention. These 52 videos generated 11.7M views that Brandwatch, Talkwalker, and every text-only tool would miss entirely. This is “shadow reach” that only multimodal detection catches.
Voice AI’s Undisputed Leader
In the voice/audio AI category, ElevenLabs commands 85 mentions vs. HeyGen (8), Suno (8), Synthesia (2), Descript (1). That’s 4.5x more organic video presence than all direct competitors combined. The brand has achieved category-defining status in creator vocabulary.
The Spanish-Language Opportunity
35% of ElevenLabs mentions are in Spanish, driven by @eze.martinez.1 (5.3M views), @profesiondelfuturo (2.4M views), and @jefdicastech (1.3M views). The LatAm creator ecosystem is organically adopting ElevenLabs — a market signal most English-centric monitoring misses.
February 2026 surge (46 videos, 10.2M views) signals a major content wave. April data is partial (through Apr 4).
Competitive Intelligence
ElevenLabs’ position in the AI tools video ecosystem — 763 videos, 20+ brands.
ElevenLabs ranks #3 overall — ahead of Gemini, Perplexity, and every specialized tool. Remarkable cross-category visibility for a voice-first product.
Voice AI: ElevenLabs owns 82%
Among voice/audio AI tools, ElevenLabs captures 85 of 104 total mentions — 82% share of voice. HeyGen (8), Suno (8), Synthesia (2), and Descript (1) split the remaining 18%. No other AI subcategory has this level of single-brand dominance.
Views per Video: 158K
ElevenLabs averages 158K views per video mention — competitive with Claude (171K) and above most specialized tools. Grok’s 716K/video is inflated by a few viral posts; Gemini’s 275K benefits from Google’s owned distribution.
ElevenLabs sits in a “full-stack AI toolkit” context — creators pair it with ChatGPT (text), Gemini (multimodal), and Kling (video). This is the voice layer of the creator AI stack.
Content & Theme Intelligence
What creators say about ElevenLabs, which use cases dominate, and where the whitespace lives.
“AI Tools Roundup” — High Volume, Low Love
ElevenLabs appears in 18 listicle videos (3rd largest theme) but these drive just 3.46% ER — half the rate of demo/tutorial content (5.80%). Being name-dropped in a list does less than being the star of a demo. Shift creator briefs toward demonstration formats.
Voice Cloning Needs a Content Refresh
Voice cloning has the lowest engagement (3.44% ER). The “clone your voice in 10 seconds” novelty has faded. Reframe cloning for business use cases, podcasting, and accessibility — stories that map to higher-engaging themes (business content: 6.86% ER).
60+ second videos deliver 55% higher engagement than sub-30s clips. The audience wants depth — tutorials, workflow demos, build-alongs.
Creator Intelligence
57 unique creators driving ElevenLabs’ earned conversation.
Macro and mid-tier deliver nearly identical ER (~5.75%). Mid-tier is the sweet spot for partnership ROI.
| Creator | Videos | Views | Followers | Avg ER | Tier |
|---|---|---|---|---|---|
| @eze.martinez.1 | 2 | 5.3M | 1.1M | 10.67% | MACRO |
| @profesiondelfuturo | 2 | 2.4M | 3.8M | 6.00% | MACRO |
| @jefdicastech | 3 | 1.3M | 729K | 6.37% | MID |
| @josephramirezrivera | 1 | 1.2M | 3.2M | 7.94% | MACRO |
| @dope.motions | 1 | 563K | 779K | 1.60% | MID |
| @andres_bilbao0 | 2 | 430K | 19K | 9.17% | MICRO |
| @gabrieladamuchi | 2 | 233K | 117K | 4.13% | MID |
| @usyoutube_hub | 1 | 159K | 68K | 4.47% | MICRO |
| @mago_jp_oficial | 1 | 124K | 1.2M | 4.08% | MACRO |
| @niklas_volland | 2 | 122K | 88K | 3.16% | MICRO |
2+ organic ElevenLabs videos with above-average engagement.
| Creator | Videos | Views | Followers | Avg ER | Tier |
|---|---|---|---|---|---|
| @eze.martinez.1 | 2 | 5.3M | 1.1M | 10.67% | MACRO |
| @andres_bilbao0 | 2 | 430K | 19K | 9.17% | MICRO |
| @johnrojas_ia | 2 | 97K | 164K | 7.47% | MID |
| @jonylan | 2 | 7K | 202K | 7.19% | MID |
| @buildwithcormac | 2 | 55K | 29K | 6.40% | MICRO |
| @jefdicastech | 3 | 1.3M | 729K | 6.37% | MID |
| @dexbythirdlayer | 2 | 120K | 25K | 6.15% | MICRO |
| @profesiondelfuturo | 2 | 2.4M | 3.8M | 6.00% | MACRO |
| @gregisenberg | 3 | 26K | 68K | 4.36% | MICRO |
@andres_bilbao0: a micro creator (19K followers) delivering 9.17% ER across 2 organic videos and 430K views. Partnership-ready at a fraction of macro influencer cost.
35% of ElevenLabs Creators Speak Spanish
The top 3 creators by views are all Spanish-language. 30 of 85 videos are in Spanish, generating 9.4M+ views. ElevenLabs’ voice/dubbing capabilities resonate especially in multilingual markets. A Spanish-language creator program could accelerate this organic trend.
Earned vs. Owned Media
The balance between what creators make about ElevenLabs and what ElevenLabs makes for itself.
The ratio is 13:1 — for every video ElevenLabs publishes, creators generate 13 more. But the performance gap is even starker: earned content delivers 5.04% engagement vs. 0.99% for owned. Earned videos average 168K views each; owned average 16K. The creator ecosystem is not supplementing ElevenLabs’ content strategy — it is the content strategy.
| Account | Platform | Videos | Views | Avg ER |
|---|---|---|---|---|
| @elevenlabsio | 5 | 92,730 | 0.93% | |
| @elevenlabs | TikTok | 1 | 2,284 | 1.31% |
The TikTok owned account barely exists — 1 video, 2.3K views. TikTok earned content drives 9.5M views at 6.33% ER. Massive gap to close.
Owned ER is 5x Lower Than Earned
0.99% owned ER vs. 5.04% earned. Stop competing with creators — start amplifying them. Repost top UGC, create duets, build a creator spotlight series. The audience trusts creators more than the brand account.
TikTok Owned: Nearly Zero Presence
1 owned TikTok video (2.3K views) vs. 49 earned TikTok videos (9.5M views, 6.33% ER). TikTok is where ElevenLabs’ audience engages most intensely. A dedicated TikTok strategy could capture a fraction of this earned momentum.
Strategic Recommendations
6 data-backed actions. Each tied to a specific finding.
Launch a Spanish-Language Creator Program
35% of ElevenLabs mentions are in Spanish, generating 9.4M+ views organically. @eze.martinez.1 (5.3M views, 10.67% ER), @profesiondelfuturo (2.4M), and @jefdicastech (1.3M, 3 videos) are already brand evangelists. A targeted LatAm creator seeding program formalizes these relationships and unlocks a market most English-centric competitors ignore.
30 Spanish-language videos · 9.4M views · 35% of totalBuild a TikTok Owned-Channel Strategy
TikTok delivers 6.33% ER (2.4x Instagram) and captures 71% of total views. Yet the owned TikTok has 1 video. A weekly cadence repurposing top creator content, behind-the-scenes demos, and feature showcases could capture a fraction of the 9.5M earned views flowing to other accounts.
TikTok 6.33% ER vs. Instagram 2.62% · 1 owned TikTok videoShift from “Listicle Mention” to “Demo Showcase”
Roundup videos (3.46% ER) deliver half the engagement of tutorials (5.80%) and business demos (6.86%). Brief creators on demonstration formats: build-alongs, workflow integrations, before/after. Being the star of a demo beats being item #7 in a list.
Demo 5.80% ER vs. Roundup 3.46% EROptimize for 60–120 Second Format
Videos over 60s deliver 55% higher engagement than sub-30s. The audience wants depth — workflow demos, integration tutorials, creative walkthroughs. Brief all partnerships on a 60–120s minimum. The 2–5 min range (8.67% ER) is even stronger for deep tutorials.
60-120s: 5.60% ER · Under 30s: 3.62% ERReframe Voice Cloning for Business & Accessibility
Voice cloning content has the lowest ER (3.44%). The novelty has faded. Seed creators with business angles: podcast production, course creation, accessibility, customer service. These untold stories map to the highest-engaging themes (business: 6.86% ER).
Voice Cloning 3.44% ER vs. Business 6.86% ERActivate Repeat Creators as Micro-Ambassadors
9 creators posted 2+ organic ElevenLabs videos. @jefdicastech (3 videos, 1.3M views), @gregisenberg (3 videos), and @andres_bilbao0 (2 videos, 9.17% ER) choose ElevenLabs repeatedly without sponsorship. A lightweight seeding program — early access, feature previews — locks in loyalty at minimal cost.
9 repeat organic creators · Top ER: 10.67%