Useful things brands can do post Meta announcement

10 Jan 2025

Initially for the US but as Zuckerberg said in his announcement he will use Trump to try and enforce change across the EU & ‎LATAM.

This will also be trickier for global brands. It’s going to mean a further fragmentation of channel approach with the US being moderated in one way and the rest of the world another. So scaling content and production budgets might be more challenging.  Automation/GenAI might help counteract some of this…

1. Look at the impact Meta is giving you currently, ideally measured through MMM. If you had to turn off Meta overnight, what would the impact be? This is unlikely but it’s good to understand so you can manage risk correctly. 

2. Start running experiments across other platforms, upweighting spend on YouTube, TikTok, Snap, Reddit etc to see what they can offer - where are your opportunities in 2025? 

3. Setup social listening to give a pulse check on general sentiment over the next 6 months. It’s limited but it can give you an initial steer on any changes. 

4. Start reviewing your brand's own moderation policy. What are we happy with? How will you engage with the good stuff and the bad? Do you need to review what topics you engage with? Your TOV? If organic led, what are the risks if you use your current approach, the opportunity vs investment and flag any worst case scenarios. 

5. Task your platform reps to give you as much info as they have. It’s important to build a strong relationship with them and have a direct line into them so they can support you.

Image Credit: Andrew Harrer/Bloomberg/Getty Images