Hannah Hammond argues paid ads beat viral content because they're predictable and scalable. A converting ad formula (market, message, media, matching content) works repeatedly, while viral hits are random. She calls it fishing with dynamite versus hoping for lightning.
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God, they're spending $2 million a month on ads, right? Like, okay, I got to start doing this.
Someone once asked me, they go, yeah, but I put up content. Some. A lot of it goes viral. I figured out the formula go viral. I'm like, dude, you wait for algorithms to help you go viral. I spend hundreds of thousands of dollars every week across all my companies, and I make sure that all my ads convert. I'm fishing with dynamite. You're fishing with the fishing pole. They're like, oh, my God, I got it. Like, when you throw money at paid ads that convert, it becomes infinitely scalable. Unless you're, like, in some micro industry, like, whatever, some odd industry, but in the industry that you're in, it's literally endless. And if you can figure out the formula, the market, message media, the right ad to the right market of people with the right source of content, like, this thing is going to be over. It's like fishing with dynamite. And if you're able to do that, then you start having first world problems, scale associated problems.