Yesterday sent a lot of advertisers, agencies and social media buyers into a panic when Facebook suddenly went dark. No doubt there were some advertisers that missed critical sales goals due to the outage.
For me it was a great reminder of the old adage to not put all your eggs in one basket. Investing too heavily in one platform is a house of cards that can come tumbling down with an outage - or even a simple policy change! We've seen this before with Facebook when they rewrote the rules for advertising data and when Apple recently took away their ability to track users across apps.
Facebook is still a fantastic spot for retail advertising but it's important to have a diversified strategy. We've seen the same issues when Amazon Web Services had an outage that prevented video ads from serving during critical campaign dates.
Just like an investment portfolio, when you advertise on digital you should be diversified across platforms and even ad types. And if you are stuck wondering - if not Facebook then where? Drop us a line - diversified digital strategies are what we do best!