I've found content marketing on social to be 100x better than ads, but that's due to the regulatory environment in South Africa. CBD is legal but THC is not. After struggling to get ads that perform and are approved by FB / IG, we started pushing content. Ridiculous ROI but it wasn't instant. Took a while to get it optimised due to the relatively low start up budgets we were working with. Now some of the funnels have insane ROI. Once you have invested in the content it keeps getting clicks and shares. If I could improve anything it would have been to take an SEO first approach as that was what we ended up doing in about month 3.