Digital-first brands are shirking Facebook for some surprisingly old-school marketing tactics. Facebook’s algorithm update to prioritize friends’ content over companies’ caused a spike in marketing costs, so direct-to-consumer brands are “diversifying their spending.” Brooklinen, Thinx, Roman, and Quip have branched past social media to radio, print, and experiential out-of-home ads. When they are buying digital, they’re betting that Instagram Stories is the stronger (and cheaper) way to reach young consumers. (Digiday)
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