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Comment by always_good | Hacker News Reader

I think "a prenup for home videos" might be the worst marketing angle possible. It sounds like a legal contract.

But, worse, it makes it sound like it's only something you should use if you don't trust the other person.

Instead, they should market it as "2fa for sex tapes" rather than a trust issue by itself and point to things like "the fappening" icloud social engineering hack.

I can't imagine many people using this otherwise.

Also, don't forget that your target audience is mostly women who bear the majority of the shaming for a leaked video instead of high-fives. "Don't be the next Jennifer Lawrence" is going to be more effective marketing.

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I really strongly agree that the current messaging suggests that you should only use it if you don't trust the other person, and that it's at least partly caused by the 'prenup' language. But as a tagline, "2fa for sex tapes" doesn't really get you to a positive message.

An alternative: "The safest way to share your most intimate moments." It takes what is a deeply troubling problem (revenge porn) — and turns it into an opportunity for deeper intimacy with your partner. Then hit em with value props:

* Protect your intimate videos from hackers — the videos can only be accessed on specific devices.

* Get control over your image. Share your videos as few or as many times as you'd like, and simply delete your video from your Rumuki app to remove access immediately, forever.

* Make security the default. Sent videos can be seen once. Unless you say so, no hacker, ex, or snoop can open it again.

Instead it should be called "encryption for couples".

"Prenups" are about when couples disagree. Rumuki, by contrast, is for couples that do agree. The video can only be unlocked when both of a couple agree to unlock it.

I understand I'm spinning a bit here but I think it's good spin. It's encryption for couples!

I find it funny you think "2fa" is more accessible than "prenup". Call me when I hear "2fa" in a hit rap song.

Kanye can mention prenup all he wants.

Nobody enters prenuptial agreements for various difficult reasons, not because they don't hear it in rap music.

In Through the Wire he also mentions "keep what's in my safe, safe" so I think he'd be amenable to promoting 2fa :)

Well, I think the point is that most people who don't work in IT would have no clue what 2fa means. Besides, this isn't 2fa, authentication isn't the issue here.

Getting hung up on "2fa" misses the point of my post. There are replies to my post that pitch good, plain-english taglines.

Maybe Monzy one day.

http://www.monzy.com/intro/killdashnine_lyrics.html

http://www.monzy.com/intro/pimpinglemma_lyrics.html

It's bizarre. Why is this focused just on sex tapes ?

There are many, many reasons why viewing private videos that require two people to approve is useful. Even during legal negotiations or confidential meetings. Two lawyers could hold the keys for example.

I could see hits being a great tool for startups and others where multiple authorizations needed for sharing information on a device.

And for those in USofA this could be very helpful for protecting data when asked for passwords by CBP because they wont be able to authorise from the other device!

Thanks guys, this reply thread has some really good feedback. The tagline actually used to be 'a condom for your sex tapes' (hence the big camera illustration,) but it got swapped out over time as it seemed a bit of a 'strong' word.

Going to deeply consider the angle moving forward :)

+1 for pointing out "keep your private videos private/safe, from third-parties " would be a better marketing angle

As you said the current marketing message implies distrust and sounds like an app for the mafia dealings.

If this was my app, I probably will stress that it is against friends and families that may mess with your phone. I would skip the overly complicated technical explanation and the jargon and just say that it needs the other phone to play the video, so you don't have to worry about your SO cheeky friends.

what about something like "LoveLocker" or "LoveLocket" ?

An awesome idea.

The marketing feels like it is targeting men rather than women. I suspect women would be the group who would benefit the most from this app.

i agree there's an angle they are missing that is basically peace of mind in case someone hacks your iCloud account

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