Ads die, posts compound
Your ad with three hundred comments disappears when the format is retired.
Not filmed yet
The lesson is written out below. The video comes after.
An ad is a temporary object. When the format is retired or the campaign is rebuilt, the creative goes, and it takes the comments and the shares and the social proof with it. Years of accumulated engagement, gone, because the container was never meant to be permanent.
A post is a permanent object. It keeps its comments. It keeps its shares. It keeps accumulating.
So the structural flip is to stop making ads and start making posts, then use the ad account to buy distribution for the post. Same spend, same targeting, and the proof compounds instead of evaporating.
The one thing to keep
Content lives as a permanent post. The ad account just buys distribution for it.