In tandem with the dwindling dominance of the duopoly, direct-to-consumer manufacturers are diversifying their playbook for 2023.

“You would run a profitable DTC model and actually solely do Fb, Instagram and Google a few years in the past,” stated Adam Lovallo, founding father of digital company Thesis. “That’s not the case.”

In 2023, manufacturers are diversifying their media spend to extra channels like TikTok and Amazon, six company and model advertising sources instructed Adweek. And in opposition to a looming recession, manufacturers are additionally looking for cheaper options to digital platforms altogether, together with earned media, associates and extra branding-based campaigns.