Meta’s Layoff Aftermath: The Rising Role of AI in Advertising
AI in advertising is getting huge. Meta is sending ripples through the advertising industry with their decision to downsize its workforce by 20,000 employees last year. This has led to a fundamental shift in how advertisers interact with the platform. Meta is moving from human-driven account management teams to more automated, AI-centric ones. Advertisers now have a new reality with reduced human contact and more AI in advertising. And this has many challenges.
AI in Advertising = More Automation
Historically, large advertisers on Meta platforms enjoyed the luxury of dedicated account teams. These teams provided personalized support with strategic advice tailored to local, regional, and global marketing initiatives. However, Meta has significantly reduced the size of these teams to be more efficient. This has left many advertisers feeling underserved and disconnected.
Meta has also introduced their Advantage Plus product, allowing advertisers to automate their campaign processes. This comes with more efficiency and time-saving. However, there’s less direct control over campaigns and fewer analytics and insights.
The Communication Gap
A recurring theme among advertisers is Meta’s perceived lack of communication regarding these changes. This has left advertisers to navigate these changes on their own. This is problematic for those who have had many Meta representative changes, challenging consistency in their advertising strategies.
Furthermore, the shift has deepened existing frustrations with the platform, including bugs and the general erosion of service quality. Despite these challenges, advertisers remain somewhat resigned to the status quo, given Meta’s dominant position in the social media space.
The Road Toward Automation
There’s a larger trend within the tech industry towards automation and AI. Meta wants a more efficient operation to keep fostering long-term growth and sustainability. By reducing reliance on large human account teams, Meta aims to cater to a broader spectrum of advertisers, including smaller and regional businesses, thereby expanding its revenue base.
However, advertisers express concerns over losing the personalized service that once helped them optimize their campaigns. The move towards automation raises questions about the future of customer service and support.
The New Normal = More AI in Advertising
If you want to advertise on Meta, you must shift your strategy. Embrace automated tools and resources provided and also seek out alternative channels and strategies for customer engagement. Advertisers must become more self-reliant.
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