In R.I.P. Social Media Managers I wrote:

Organic social media for brands is dead. And it has been for a while.

I’m not the only one saying this. A Digiday survey found:

This shift in investment in Facebook and Instagram, along with the decrease in usage and posting frequency on the platforms, is a strong indicator that, overall, agencies are seeing a lack of return on investment when it comes to Meta.

But some might be taking it too far, leaving opportunity for the rest:

Digiday’s surveys also found that far fewer agencies are buying ads on Meta’s platforms this year than last year.