How social fragmentation is creating more opportunities for advertisers
Digiday
MARCH 6, 2023
Back in 2020, direct-to-consumer men’s soap brand Dr. Squatch dedicated most of its social ad dollars to Meta’s Facebook and Instagram, spending zilch on alternative platforms like TikTok and Snap. But over the last three years, as online advertising has changed, Dr. Squatch has been pushing to diversify away from Facebook and Instagram. Dr. Squatch’s ad spend in 2020 $9.6 million total ad spend $8 million on Meta $0 on TikTok or Snap per Sensor Tower The brand wants to spend on R
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