Transcript (en)

It's kind of a game you have to play because of how attention works on these social media platforms now. How do you budget for it? How do you work with UGC? What does that actually look like? So we actually have this all in house. We have these creator managers, they're fully in house and we manage a group of 30 to 40 creators. We're constantly getting rid of the bad ones, adding new ones. What makes a bad creator? What makes a good creator? It's honestly a numbers game. It's just based on their impressions. So like when you're building a product, it's a lot about intuition, what your users will like. When it comes to like growth, especially on these platforms, it's just based on metrics, like how many impressions they're driving, how many conversions they're driving, etc. And the ones that the cost, like the whatever, the CPM or the CAC based on the acquisition cost versus the lifetime value of the user, if that ratio isn't right, then you'll just kind of churn out that. How do you determine acquisition costs? Is it on a per download basis or is it on a per funds and like a deposited basis? It's revenue to us, right? So it's someone who has to deposit and trade. So depositing is free. If you trade and then we take the total amount that we earn on any given month, I guess, from people who trade from those channels that are directly attributed and then how much it costs us to get those users. Do you see commonalities in talent that works and that doesn't? Absolutely. And this is the most important lesson that I've learned. Early on, you create a form of content or you find a creator that has a form of content and they're working and you're like, okay, now figure out the next thing that works. That is completely wrong. What you want to do is continue to iterate on that and make it better and better and better until it works better and better and better and then replicate.