3/ Why developers should care: • Scaling gets way more expensive. • Thin margins? You're cooked. • Users might turn against YOU for higher prices. Apple says this “lowers costs.” The numbers tell a different story.

Meta is launching a CapCut clone They're calling it edits But just like Threads, they've gotten the timing wrong Marketers needed this yesterday, not in march

Here’s the magic: Broad targeting feeds the algorithm enough data to optimize. Narrow content creates a clear message that hooks the right viewers. Together, they make a winning strategy.

Why narrow content? You don’t need to speak to everyone—just the right people. A strong, specific message that resonates with a smaller group will always outperform generic content that tries to appeal to all.

Why broad targeting? Algorithms know more about your audience than you ever could. Hyper-specific targeting actually limits their power. Let the algorithm do the heavy lifting. Give it room to find the right people for your content.

5/ AI-generated content (AIGC) will flood ad accounts in 2025 but struggle to win real budget share. Businesses will experiment with AIGC, only to find user-generated content (UGC) outperforms it in driving results. Static AI designs will capture ad spend, but video formats will fail to gain traction. Test AI cautiously. Balance innovation with proven performance strategies.

4/ Attribution will get messier. With stricter privacy rules and fragmented user journeys, clear ROI tracking is becoming a nightmare. By 2025, incrementality testing will become a must-have strategy for smart marketers. Simplify your funnel. Focus on high-impact metrics.

3/ Meta will stage a massive comeback. 2024 was a weak year for Meta’s performance metrics. But with new ad tools and a pivot to better platform experiences, it is poised for a strong 2025. Brands that invest early will reap the rewards. Double down on Meta’s ad ecosystem before CPMs surge.

1/ The rise of AI features kills the freemium model In 2024, AI features drove low CACs for freemium apps, leading to explosive growth. But with rising API costs and shrinking margins, the economics no longer add up. By 2025, freemium will fade, and hard paywalls will dominate. Adapt now: Reimagine your pricing strategies for sustainability.

5) Community is at the forefront of what we do: This year, we hosted 10+ dinners around the world in: • Shanghai • Berlin • SF • Seoul • NYC • LA We've built a network of peers who understand the importance distribution, not just clients