“if your pricing is very high let's say 80 90 bucks a year you're going to have a hard time converting these people because they're just not as high intent and don't have as much purchasing power so your pricing what your pay wall looks like in the onboarding needs to be really synced up with the ads you're running”

Align your paywall price with the Meta placement — a $90/yr price on Reels traffic will destroy conversion

UGC short-form Reels ads attract younger, lower-purchasing-power users — pairing that placement with an $80-90/year paywall is a recipe for wasted spend. Burke's framework: understand who each placement delivers (Reels is close to TikTok audience, Facebook feed is older and higher intent), then make sure the paywall price matches their willingness to pay.