08/05/2026
400+ brands already moved. Jones Road Beauty. Fabletics. Calm. Vuori. They didn’t abandon Meta. They stopped being dependent on it.
Here’s what nobody is saying out loud —
1- Meta CAC keeps climbing because everyone is there. Same audience. Same formats. Same fatigue. More competition. Higher cost. Lower return.
2- The brands quietly winning right now diversified before it became obvious.
3- Saatva added one linear TV pilot and saw a 40% lift in branded search almost overnight.
4- Vuori started with a $150K test and turned it into an always-on performance channel.
The playbook hasn’t changed. The platform has. Your competitors are still running the same Meta test. The question is — how long are you going to run it with them?