Facebook ads are great… but there’s one major problem with them!
It’s Facebook!
Due to its size, Facebook/Instagram (Meta) is the first target for inappropriate content publishing, scammers and privacy violators (Cough… Cambridge Analytica π¬).
Because of this, Meta has some of the strictest and most powerful online censorship algorithms; and rightfully so! β
But due to the scale of what it has to deal with, the censorship algorithm often fires false negatives and can take down a legitimate ad, ad account or complete business in the blink of an eye. π³
Regaining access and proving to Facebook that you haven’t breached their policies can be a time-consuming and painful process, especially if you’re a small business without a direct account manager. π«
Couple this with the likely event that another GDPR/iOS14 π± is just around the corner, dependance on Facebook ads to drive revenue comes with a fair amount of risk.
So just like anything that brings risk… diversify! π If 60% or more of your advertising budget is spent on Facebook ads then it’s a wise move to invest 10% into an alternative platform such as TikTok, Snapchat, Pinterest, LinkedIn, Twitter or YouTube.
That small 10% investment will establish your account, collect data πand build your brand on the platform. Most importantly, it will reduce your risk and dependance on Facebook. You’ll have a secondary channel primed and ready to go if Facebook ads stop working. β
Not only that, but you could tap into a completely different audience which you wouldn’t have otherwise reached on Facebook/Instagram.
*Note: Of course the other platforms have similar issues with false positive censorship but if you were running 2-3 platforms simultaneously it’ll give you that diversity to mitigate the risk of your ads going offline.