Brands have shifted between 10% and 30% of their Facebook ad budgets, media buyers report, choosing platforms such as TikTok, Snapchat, Pinterest and streaming services such as Hulu. That shift is expected to grow in 2021 as brands who boycotted Facebook this summer are buoyed by the success of diversifying their media plans.
For years, direct-to-consumer brands have been aware that they’re too reliant on Facebook, but reluctant to truly diversify their media mix as the platform has been critical in helping them hit their goals.
That’s started to change this year, according to media buyers, who say conversations about diversification accelerated in mid-to-late 2020 with marketers asking to move ad dollars from Facebook to platforms like Snapchat, TikTok and Pinterest as well as streaming video platforms like Hulu.
