5+ takeaways after 20B Impressions, and $100M+ raised in 2024.

First of all, I want to thank everyone who supported us in 2024.

We have the distinguished privilege of working with some of the top companies in the world, such as Aether, MocaVerse, Portal, and many more amazing companies.

We have spent many years meticulously refining the process through which we take on clients and help them go to market.

At the end of the day, it's our job to help amazing founders bring their amazing products to market.

I wanted to end the year by starting with a recap, and next week, I'll be doing predictions. The five biggest takeaways of the year are the following:

1. The Invention of SocialFi: I think SocialFi is here to stay, and many of you know us because of its emergence.

Arcadia ran two of the largest campaigns of all time, generating over 100 billion impressions at a 90% cheaper CPM. This mechanism retroactively rewards users for engaging with their products. We saw a massive surge in SocialFi in the following weeks and months, but it proved to be part of a hype cycle.

However, I believe SocialFi will pivot towards true ecosystem users rather than just social questers.

2. Product Overhype: This year was a testament to products solving genuine problems.

In times of stagnation or even a bear market, people flock to genuine opportunities in Web3 rather than participating in hype narratives.

It was refreshing to see so many great products come to market that solved real problems and put money back into the pockets of users.

3. A Multifaceted Marketing Approach: This approach worked the most effectively.

In a bear market, there are inherently fewer users, and in a saturated market, users are more wary.

To achieve the same outcome as in a bull market, a project needs the same amount of volume, which means attracting many more because the average transaction value per user decreases.

Subsequently, you can't appeal to just one demographic. Appealing to multiple demographics, a multi-pronged USP approach, works well. For example, consider an iPhone—some see it as a camera, while others use it for games, communication, and reading the news.

Web3 products that enabled many demographics at once did the best.

4. KOL Marketing: This was by far the best form of marketing. Many Web2 brands entered Web3 expecting to rely on traditional advertising, only to waste money.

Utilizing Key Opinion Leaders (KOLs), especially for Arcadia—where we spent over $10 million doing so—was highly effective.

We identified KOLs using on-chain data to find influencer overlap with our clients. For example, with an AI client, we matched on-chain data of similar tokens with Twitter addresses, influencers interacting with that audience, and engaged them.

This affirmed we communicated with people who understood and liked the project, delivering messages via familiar messengers.

5. Winners Play the Cards They Are Dealt: If 2024 taught us anything, it is that ambiguity remains strong.

The ability to pivot quickly, understand market forces, and adapt the core product to the market's nature is an undefeated tactic with probably the highest ROI. Understanding the cards dealt, whether through exchange listings, good VCs, or influencer marketing, is vital. Projects that grasped this, setting aside ego, obviously succeeded.

With all that being said, these were my five takeaways from the year. I'm incredibly blessed and excited to be on this amazing journey with so many of you. I look forward to an amazing 2025.

Merry Christmas, Happy New Year, and God bless.