Pollo.ai: Direct Still Above 40%, While a Quarter of Visits Ride Others’ Search Terms

Set Pollo.ai next to Kling, HeyGen, Pixverse, DeeVid, and Runway—does it grow mainly because users already open it directly, or because it still buys others’ search terms at scale?

Pollo.ai does two things at once with unusual completeness: Direct ~43% (many people return or open the site directly) and paid search ~25% (it still intercepts competitor and model-name queries). That is not DeeVid’s “paid over half / Direct ~17%” pattern.

Verdict

~44.3M whole-site visits in six months; ~43% Direct; ~25% paid search. Kling and HeyGen also keep Direct above ~40%, but paid search often sits near or below ~10%. Pollo.ai follows close in scale, buys hard, and still holds a thick Direct share—conquest and mindshare can coexist.

Positioning: multi-model create desk

Versus peers, Pollo.ai sells “many models, one desk,” not a single-model bet. The homepage pushes an image-to-video console and names MiniMax H3, Seedance, Wan, and peers. Side nav puts Video, Image, Agent, and Director side by side. Agent sells chat-to-publish ads and stories; Lite / Pro / Ultra credit tiers push trial into subscription.

Ads buy attention; the product must earn the next Direct open—the later chapters on channels and reputation all turn on that.

Scale vs peers

Same window: Kling ~71.2M, HeyGen ~60.8M, Pollo.ai ~44.3M, Pixverse ~34.6M, DeeVid ~24.7M, Runway ~10.6M. Engagement (~5:53, ~8.8 pages/visit, ~42% bounce) runs deep; mobile web ~67%. Scale still trails Kling and HeyGen; organic search ~16% also trails Kling and Runway.

New vs returning ~78% / 22%—thick Direct does not mean most visitors are already returning. Full channel matrix, keyword structure, ad roles, and review climate are in the credit-gated PDF.