What Brands Need To Consider As They Look Beyond Facebook

Ross Shelleman is the CEO of Aisle Rocket, a full-service performance marketing and creative services agency.   getty Facebook’s overwhelming dominance in the social advertising space has been well established for years now. But as demographics and media behaviors shift and Facebook continues to come under scrutiny for its practices, brands and agencies are beginning to question the platform’s dominant position within their digital media budgets.  Without a doubt, Facebook continues to deliver the targeting at scale on which many marketers have come to rely. But as marketers look to future-proof their strategies for the years to come, they’re realizing that diversification beyond Facebook and onto other growing social platforms makes infinite sense. As they do so, it’s imperative that they recognize that moving beyond Facebook isn’t as simple as just migrating creative and ad spend to another destination. Facebook has achieved its dominance within the marketplace for a reason: Advertising on the platform is effective, at scale, regardless of where in the funnel you’re targeting consumers. At the top of the funnel, brands can drive awareness and consideration. At the bottom of the funnel, they can drive sales and even facilitate the purchases themselves via their Facebook ads.  When it comes…
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