The Future Of Ad Platforms

Good morning. The future of the ad platforms is unknown. Will it become easier to scale on Google, Meta, TikTok, and YouTube? Or will it become a nightmare to get your cost per acquisition down low enough? Let’s discuss.

The Purpose Of The Platforms

You cannot forget the purpose of ad platforms is to make a profit. Not for you, for themselves. This means that a good product and good content aren’t necessarily enough anymore. You must stay on top of the algorithm itself.

These algorithms were created in order to service the high end of the market. (You, the business owner!) The platforms will let you win just enough to keep you around, but they aren’t going to let you print money anymore. 🥹 Sad, I know.

Advertising With Utility

What the ad platforms want from you in return is utility or entertainment. The longer you keep people on their platforms with your content, the better. You must create useful content that keeps people highly engaged at all times.

Despite the thousands of people pumping out short-form videos and IG reels, this is not easy. Creating a useful piece of content is difficult. It requires a lot of work and consistency to craft one. And it requires even more effort to target the right people.

Therefore, if you can be the one brand that stands out with potent content, you will win. The platforms reward you with better clicks and lower CPMs. However, you must provide actual good content, without merely forcing sales.

Where The Platforms Will Go

While I can’t predict what’s to come, we do know that Facebook rebranded to Meta for a reason. The Metaverse is simply a term for the existing platforms that function on the internet. It’s already here, and you must adapt to survive.

Eventually, all transactions will be completed on Google and Meta. All deals will be closed via Teams, Zoom, or Google Meet. YouTube will replace salespeople. AI will repurpose employees into more creative roles, multiplying output.

The point is, you must be prepared to stay very lean and become hyper-efficient. The Metaverse, AI, new tech — all that stuff — is going to be very useful if you know how to leverage it. And it’s going to start with the ad platforms forcing business owners to spend money in order to actually do business.

If You Want Help Advertising 👇️ 

Advertising requires good content. Content requires professional copywriting. Copywriting can be done by an experienced growth consultant. If you want help with this, book a session with me here.

Thanks for reading,

Austin Weatherhead | Founder @ Zunesty