Reply To: Should I spend money on Facebook ads at this point in time when people have less disposable income to spend but I’ll get more awareness of the brand?

Agree with the points above. Also you might want to consider tailoring your content to be more brand-led (vs. product or offer-led, since conversion isn’t the desired outcome anyway), but using a tone of voice that respects the overall mood of the targeted audience. I.e. tailor the message carefully, otherwise you risk coming across as tone-deaf. Also, the point above on consumer memories is absolutely true – be mindful of timing of any messaging and the lag to eventual call-to-action. Building brand equity through a value message that aligns to current sentiment is probably worthwhile and helping build positive dialogue with the community can be a way to relieve their general anxiety.