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Facebook Tries To Counter Claims That Brands Are Moving Away To Other Ad Platforms

January 9, 2019: 12:00 AM EST
Facebook is fighting claims that brands are tiring of the social media platform. It commissioned an Ipsos study that describes how “digitally native vertical brands” and direct-to-consumer brands are using Facebook to engage with consumers and grow sales. The survey found that three in four US businesses that use Facebook posted higher sales growth than non-DNVBs, and also that over two-thirds reported “rapid or consistent revenue growth.” Despite such evidence, some commentators expect brands to distance themselves from Facebook and Instagram because investment in these platforms is inefficient. Some brands are now allocating a greater share of their budgets to programmatic, Snapchat and YouTube. Nik Sharma, head of DTC at VaynerMedia, says that direct-response marketing by D2C and DNVB marketers relies on being able to tell the best story.[Image Credit: © PhotoMIX-Company @ Pixabay.com]
Ann-Marie Alcántara, "Facebook Commissions Study to Say Facebook Is a Great Tool for Challenger Brands", Adweek, January 09, 2019, © Adweek
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