“it was a good time to test marketing and we kind of fastened that at that point because there was the covered the beginning of the covey then all marketing was going down so it was super cheap to try stuff there yeah so try to be opportunistic on that an influencer had like a lot of time”

COVID Made Ads Cheap and Influencers Available — Run Tests When the Market Gives You a Window

PhotoRoom timed its first paid advertising push to coincide with COVID lockdowns — when CPMs crashed and influencers had idle time. The lesson isn't to wait for a crisis, but to recognise market windows: abnormally cheap ad inventory or uniquely accessible talent are finite opportunities. Being ready to run when conditions improve is a strategic asset.