Most people pay influencers for the distribution, but often it’s not worth it. What’s interesting with influencers is the creative content that you can run as ads. If you do this enough, you’ll find UGC creatives that really work and often outperform creatives you could create yourself.
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Think about the onboarding as a separate product: there is so much value to derive from optimizing the onboarding. You don’t want to just put together a couple of screens while you over-engineer the rest of the product.
There are two main schools of thought for onboarding:
Consumer Acquisition is seeing iOS revenue down 15-20% across their portfolio of companies, with different impacts for subgenres: the most impacted are games targeting narrow audiences (hunting whales) and apps monetizing with in-app ads.
Death by 1000 cuts refers to an ancient method of torture in which numerous small cuts were made on a victim's body. None of the cuts were deadly by themselves, but the combination of them would cause them to die a slow, painful death.
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