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Facebook, Instagram, and WhatsApp went down on Monday. Of course, this isn’t news to anyone as one of the longest outages in Facebook’s history had just about everyone running around confused, whether they ran ads on Facebook’s properties or were just looking to scroll.

Twitter, being one of the main social platforms not owned by Facebook, saw an influx of users to their site to keep up their regular social media activity and discuss their issues trying to login to Facebook.

Despite the jokes being pulled against Facebook during the day, they weren’t the only ones panicked as advertisers were left without any ability to continue their campaigns. The Drum reported that, “a rough calculation provided by fact-checking website Snopes suggests that the social media giant hemorrhaged $79m in ad revenue during six hours of downtime.”


And while the general public sat back and evaluated their own social media habits on Monday, advertisers were jolted by the reality of relying on one marketing strategy. This was a wake-up call in how risky it is to put all your eggs in one basket for your marketing campaigns as well as the necessity for agility in a digital world.

For those who rely on Facebook and Instagram for their businesses, the outages were a severe blow. Not only ad dollars, but possible events, exposure, and information held on Facebook caused loss in businesses across the world.


The last year has seen the rise of many new forms of media as well as increased usage of digital spaces in general. This outage has shown just how integrated social media has become in our lives and while an excellent place to reach your demographic, still susceptible to error.


Is there a solution here?

Well, Facebook in up and running and back to business as usual but the lessons learned this week should cause all marketers to pause and evaluate their own marketing strategies.

Firstly, marketers should be aware of error and ready for anything. Those who rely on one or two platforms for their income strategies – whether social media, a website, a blog – should have agility built into their plans. While you shouldn’t assume that Facebook's enterprises will crash every few months, you should be prepared in the event that it does.

Staying agile in your marketing strategies is not just positive for outages, but for continuing to adapt to spaces where your consumers are.

Second, while staying agile, marketers need to be considering how an omnichannel approach to their strategies can benefit long-term campaigns. Trying new media and media mix modelling has proven to increase your ROI and will only continue to do so as consumers spread their time to different online spaces.

While this outage has shown that Facebook and social media is an excellent resource for reaching your audience, it has also shown that audiences are becoming more comfortable in new spaces online, perhaps less saturated by competitors.