Cloudinary is an API-first image and video manipulation service. It takes images and videos and resizes or crops them, for portrait or landscape say,

Developer Engagement: How Cloudinary drives 45,000 registrations a month with YouTube

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2024-11-29 16:00:01

Cloudinary is an API-first image and video manipulation service. It takes images and videos and resizes or crops them, for portrait or landscape say, or makes AI-based edits. While not perhaps as well known a name as an API-driven business as Stripe or Twilio, it has built a successful business at scale by appealing to developers. The customer list is shiny – enterprise companies like Puma, FC Bayern Munich, Guess, Levi’s, Paul Smith, Puma and Rapha. But it also has more than 10,000 self-service developer customers.

Cloudinary took 9 years to reach 1M developers, another 3 years to double that, and now plans to reach 5M active developers within the next few years. Given there are – by most estimates – fewer than 30M developers in the world that’s a big target. But with a global strategy, and global growth in developer populations, not unreasonable.

I recently talked to Sanjay Sarathy, who runs both developer engagement and product led growth at Cloudinary, and one of the aspects of the company’s community building strategy that struck me was that it relies primarily on video – in particular on YouTube tutorials – to drive devs to its properties.

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