When Liz Curtis, CEO of event business Fulcrum Group, made a marketing push during the holiday season late last year, she purchased ads on Instagram and Google but stayed away from Facebook, which like Instagram is owned by Meta Platforms.

Curtis said Facebook is a “louder and more chaotic place” than its sibling app Instagram, and not a place where she feels she can reach the audience she wants—affluent customers seeking event rental goods. As the performance of her Facebook ads has declined in recent years, her overall ad spending on Meta’s apps has fallen.

“People are fleeing Facebook at this point,” she said.