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My First Million

My First Million

The best business ideas come from noticing what's working and doing it better, faster, or for a different audience.

Back to Takes

Facebook remains the dominant advertising platform despite iOS changes; diversified ad strategies underperform focused Facebook strategies

Spiciness
contrarian_prediction

The Reasoning

Best performing DTC businesses remain Facebook-dependent while diversified strategies indicate inability to make core platform work optimally

What Needs to Be True

  • Facebook continues providing highest ROI advertising
  • Algorithm optimization favors committed advertisers
  • Platform diversity indicates weakness, not strength
  • Consumer behavior remains Facebook-responsive

Counterargument

Platform diversification reduces risk and reaches different customer segments that Facebook misses

What Would Change This View

Seeing top-performing DTC brands primarily using non-Facebook channels for customer acquisition

Implications for Builders

Double down on Facebook advertising optimization

Avoid spreading budget across multiple platforms initially

Master Facebook before expanding to other channels

Treat diversification as last resort, not best practice

Example Application

“New DTC brand allocates 80% of ad budget to Facebook initially rather than spreading across YouTube, TikTok, and other platforms.”