Gotthilf: Facebook paid ads are a palliative, addictive growth tactic
Gina Gotthilf · Gina Gotthilf: Lessons Scaling Duolingo from 3-200M Users; How to Master PR and Comms | E1028 · 20VC with Harry Stebbings · Jun 21, 2023 · at 58:43
Gina Gotthilf, former Head of Growth at Duolingo and Co-Founder at Latitud, shares her perspective on why paid performance acquisition fails to build scalable long-term value.
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“I think this one died a death from day one, but people don't realize it is paid marketing and especially like paid ads on Facebook. Unless you're really smart about how you're doing it and you know exactly like, you know, how you're going to scale this over time. It's a very palliative tactic because as you scale, it becomes harder. They're less lower, low hanging fruit. It's super expensive and it's hard to depend on because once you're depending on getting users that way, then you can't stop and you sort of become addicted to it and then you're kind of stuck.”
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