Who is the Winner of the AI Video Race? The Fastest Growing AI Video Product

Higgsfield recently announced $200 million in revenue—just two months after announcing their first $100 million. Many people dismiss Higgsfield as a "wrapper" product, but in my eyes, Higgsfield has done something simple yet stunning.

They have made AI storyboarding significantly easier to control. From the earliest camera control effects—which became particularly popular in e-commerce—to the current Cinema Studio.

It’s like a new layer of AI filters, an "Instagram for the AI era" that makes it easier for everyone to create textured AI short films. For example, by using the early Soul 1.5 hyper-realistic filter model, and relying on specific prompt optimizations to create that unique texture, Higgsfield has achieved a certain cinematic quality.

This strategy arguably surpasses even Lovable's marketing and growth tactics. When you face a huge empty market that might soon become crowded, and you have a fast-growing product plus $100 million in cash on the books, what should you do? Offering a 1.5x discount starts to make a lot of sense. Because this war might not even last two years—it could be over in one.

At the same time, I originally thought Higgsfield started with creators, but it turns out their main users are currently related to advertising. These are groups that can seriously monetize the videos they produce; they are more likely to pay continuously for such a product, and even become dependent on it.

💡 "9 out of the top 10 global advertising agencies are using Higgsfield for storyboarding and scripting."

Is advertising a field that must be avoided?

I used to think advertising was an extremely crowded field that we should try to avoid. But we found that even in crowded tracks, there are more unsolved problems than imagined, and the users' ability and willingness to pay here are far higher than in other fields. Entering it means you can't just make a requirement that "looks like it works"; instead, you must focus on solving problems that others haven't solved well, and really solve them well. Many past products didn't work not just because it was too crowded, but because they didn't solve things well enough to create differentiation.

What exactly is good about Higgsfield? Is it just because of fast growth?

Of course, product strength is still an important prerequisite. Although Higgsfield has made many features, I've found that in the end, there are only 1-2 core features, but these features might change every month. From camera control, Soul, and Popcorn to Cinema Studio and lighting control, you can see the process of product feature migration and continuous deepening, and the speed is very fast. Note that we are discussing things that happened in just the past few months. The team must have very fast execution to keep up with or even lead market changes. We have also seen InVideo and Freepik have similar sub-features, but in the end, Higgsfield is the fastest mover. Coupled with exaggerated marketing actions, Higgsfield has slowly formed the "first mindshare" in my brain.

In the end, what makes Higgsfield stronger than other products? Growth speed? Marketing flywheel? Timing?

I think the most easily overlooked factor is that their product is indeed very easy to use. There aren't many products on the market that deepen the solution for specific pain point scenarios like they do. There are plenty of "All-in-one" products, but products that solve real scenarios deeply and well enough are very rare.

The Hub might not be different, but everyone's core strengths are different.

The essence is not the Hub, but what that core feature above the Hub actually is. The role of the Hub is to help you explore the process of vertical product deepening faster and with higher quality, better serving the user.