Throwaway account from an established HN person. I work with many of the top advertisers in the US. These are not simply PR positions that take advantage of lower marketing expenditures. Many of the top advertisers do not support Facebook’s current advertising and content policies. Would you as a savvy marketer turn off your top 1 or 2 channel instead of lower performing channels? Facebook is typically in the top for both branding and performance media. Wouldn’t the marketing teams save money and maintain healthy performance by shutting down other channels? Facebook has a closed marketplace that protects itself, and gives malevolent actors (certain advertisers) the power to manufacture misinformation at a global scale.

I have first-hand seen other channels soak up the FB funds during this time. It has been interesting to see the diversification into media that historically was not a major investment, because it under performed when compared to FB.