Just a quick wondering - do you ever find paid ads, that rely on the infrastructure of social media, give you the same stress/ethical dilemmas as actual social? (This is kind of what makes me 'argh' but I've found your breakdowns on these super interesting) Do you think they'll be a part of your strategy long term? And - and I know you don't have data for this - do you think they're more or less effective for non-coaching/online course audiences? I've been trying to nose into my friends and clients feeds to see what they're usually pushed and it's so different to what I see, it's hard to know where to start
Kate's answer
Kate's take, in a sentence or two
Kate explains that paid advertising feels completely different from organic social media for her—much less stressful, since she doesn't log into the apps and uses a bot (Replyant) to handle comments. She admits to some ethical discomfort with giving money to Meta given Zuckerberg's practices, but feels like advertising in some form is simply "the system" successful businesses use, so she's found a way to work within it that feels okay to her; she believes advertising itself will remain part of her long-term strategy even if the specific platform changes. She also doesn't think Meta ads are less effective for B2B or non-coaching audiences, and isn't worried about targeting differences across demographics since Meta's AI is smart enough to find the right audience for any given ad.