How can a brand reduce its dependence on Meta ads?
Short answer
Spread spend across channels with different pricing, build owned channels like email and WhatsApp, and add at least one channel with a known price.
Relying on one auction means one algorithm change or one expensive season can hurt the whole plan. Diversifying lowers that risk.
Useful options include YouTube, marketplace ads, owned audiences, organic content and fixed-price distribution. Move a small share first, measure, then grow what works.
Pomera is one way to add a predictable line. Read does Pomera replace Meta and Google ads.