The Impact of TikTok on Facebook’s Stock
Since Facebook last reported their earnings, I have had a flood of investor calls related to my thoughts on their earnings and the potential impact TIkTok is having on Facebook, especially since that was mentioned on their earnings call.
Bypassing Facebook’s – I mean META’s stock commentary on the impact of Apple’s IOS changes and the impact it is having on their business, let’s dive into the impact TikTok is having on them.
Why Facebook’s CTRs and CPCs Always Dazzle Brand Managers
Brand managers always love reviewing Facebook’s ad metrics especially in comparison to the performance of programmatic display ads where the performance comparisons are often a bit drastic. But the two metrics brand managers often look at – the questionable CTR metric and Cost Per Click are often misleading. And in many cases, the ad buyers managing social campaigns on Facebook do not always realize it.