Canva's Five Year Journey to Launch and The Hierarchy of Engagement

Canva's Five Year Journey to Launch and The Hierarchy of Engagement

Canva, a popular graphic design platform, had a unique journey to its official launch in fall 2013. Unlike most tech startups that immediately make their product available to the public, Canva took a different approach. They asked users to reserve a username and join a waitlist, which ended up growing to an impressive 50,000 people before the official public debut.

During this pre-launch phase, Canva focused on generating buzz within the design community and adjacent groups needing design help. They reached out to blogs, podcasts, and conferences, offering "early access" to their audiences and encouraging them to publish reviews. By doing so, Canva was able to build anticipation and create a sense of exclusivity around their product.

Canva understood the importance of simplicity in design. Their goal was to take complex design tasks and make them accessible to everyone. However, achieving this goal took time and effort. The team implemented a "how-to" guide that new users had to go through before entering the product. This not only boosted confidence but also ensured that users had a basic understanding of how Canva worked.

To further acclimate users to the platform, Canva created starter challenges. These challenges involved simple tasks like changing the color of a circle or adding a hat to a monkey. By completing these challenges, users were able to familiarize themselves with the various features and tools available in Canva.

One of the key strategies Canva employed to drive growth was through viral and word-of-mouth marketing. They introduced Facebook templates that allowed users to collaborate on designs with their colleagues. When users posted their slick Canva graphics on Facebook, others would be curious about how they made it. This led to organic conversations and referrals, expanding Canva's user base.

As Canva approached its first holiday season, they collaborated with artists to create over 30 templates for beautiful digital cards. These templates were primarily distributed via Facebook and email, once again driving users back to Canva. By providing valuable resources and encouraging users to engage with the platform during a festive time, Canva was able to retain and grow its user base.

The concept of the "Hierarchy of Engagement" played a crucial role in Canva's journey to success. This hierarchy consists of three levels: growing engaged users, retaining users, and self-perpetuating the product. As a company moves up the hierarchy, their product becomes better, harder to leave, and creates virtuous loops that make the product self-perpetuating.

Canva's focus on engagement was evident in their approach. By providing users with resources like the "how-to" guide and starter challenges, they were able to grow engaged users. These engaged users then became advocates for the platform, referring others and creating a self-perpetuating cycle of growth.

In conclusion, Canva's journey to launch was marked by strategic marketing tactics, a focus on simplicity, and a deep understanding of the hierarchy of engagement. If you're looking to launch your own product or service, here are three actionable advice based on Canva's success:

1. Build anticipation and exclusivity: Consider creating a waitlist or pre-launch campaign to generate buzz and make your product or service feel exclusive.

2. Simplify the onboarding process: Invest time and effort into creating user-friendly guides and starter challenges to help new users get acclimated to your platform or product.

3. Foster word-of-mouth marketing: Provide users with valuable resources and opportunities to collaborate and share their experiences with others. This can lead to organic conversations and referrals, driving growth.

By implementing these strategies and understanding the importance of engagement, you can set your product or service on a path to success.