Marketing Briefing: Why marketers, pivoting to brand awareness, are rethinking their advertising on Facebook and Instagram

Some marketers are retooling the way they think about ads on Meta-owned Facebook and Instagram, aiming for brand awareness rather than immediate sales. 

In recent years, marketers have been aiming to diversify their social media ad budgets to be less reliant on Facebook and Instagram amid privacy shifts, performance difficulties, misinformation and hate-based content and other various issues with the platforms. Often that move for diversification came from direct-to-consumer brands that had relied too heavily on performance marketing and direct response advertising on the platforms to hit sales goals.