Reduce reliance on social media by diversifying media buys

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 12, 2021, 11:59 AM GMT+0

Businesses should evaluate their social media presence and consider the impact of concentrating spends on platforms like Facebook.

Facebook recently found itself caught up in "Facebook Files" expose and the whistle-blower interview.  Despite incidents like data breaches, political influence blunders, and others, many marketers believe they have "no choice" but to continue advertising on Facebook.

According to Forrester’s 2021 Global Marketing Survey, only 11% of B2C marketers intend to lower social ad spends, as opposed to 54% who plan to increase it. Marketers could spend less on social ads, as advertising on social networks could hurt consumers “by proxy.”

Brands could use social media platforms for inbound research and insights to inform their marketing decisions, instead for outbound messaging. Pivoting ad spend to diversified media buys, channels, and building private communities can lower reliance on social networks.

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