Beantown Coffee has a limited audience on social media and has a set budget approved to increase its social media reach during an upcoming sale season. Which strategy should they use to raise awareness of their brand and drive conversions? (Select the best answer.)

When a brand has a limited audience but a set budget and a specific deadline (like a sale season), they need to prioritize "Scalability." Paid social ads allow a brand to bypass the limitations of their current following and put their message directly in front of new, high-potential customers.