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Lakinya Francis is building a LinkedIn account, Haley Sanchez is expanding her email list and Michael Elefante plans to build out his website.

“We get so fixated on what’s working and that’s fine but we need to have a backup plan, especially when we’re relying so much on technology,” said Francis, who runs a consulting company that helps people make money through vending machines.

Influencers who have long relied on Instagram and Facebook to connect with fans, advertise and sell products, are rethinking where they post their content after suffering losses when the company’s platforms went offline for several hours on Monday.

CNBC spoke with 10 online creators and small business owners who use Facebook, its Instagram or WhatsApp services, or a combination of all three for this story. Each of their estimated losses during Facebook’s outage ranged from a few hundred dollars to over $5,000 from sales, affiliate links, sponsored posts and product launches.

It’s a demonstration of just how big Facebook’s influence is over the online economy. Even a small outage means losses for people who rely on Facebook services to do their work or advertise their products. But a record six-hour outage is even worse.

Zuckerberg’s investment in creators and small businesses

Facebook’s vice president of infrastructure Santosh Janardhan apologized for the mass outage in a blog post late Monday. Janardhan blamed “configuration changes on the backbone routers,” for taking services down, but did not specify what changes happened.

More than 200 million businesses actively use Facebook’s tools and numerous content creators rely on Instagram for sponsored posts, affiliate links, and sales revenue. And the outage occurred as CEO Mark Zuckerberg and Facebook make an aggressive push to incentivize and woo creators from the likes of TikTok, Snapchat, and other social media platforms.

Last year, Instagram launched a short-length video feature called Reels to compete with TikTok, and Zuckerberg recently said the company would pay out $1 billion through 2022 to users who create content for both Facebook and Instagram. Facebook also said it won’t take a cut from creator features like online events and fan subscriptions until 2023, and announced new ways they could make money on Instagram in April.

“Investing in creators isn’t new for us, but I’m excited to expand this work over time,” he wrote on Facebook earlier this year.

Along with a refund, Facebook and Instagram should offer something like double exposure to those who prepaid for advertising on Monday, said Michael Heller, CEO and founder of Talent Resources, a marketing agency that deals with influencers.

Most companies and influencers with campaign posts planned for Monday pushed to Tuesday or even Friday in case of glitches, said Alexa Vogue, vice president of brand partnerships at TTPM Influencer Talent Management. An outage on YouTube or TikTok, where her clients get paid per view, would have caused more financial damage, she adds.

“Yes it was a wake-up call, but in the grand scheme of things influencers that are successful will always be successful,” she said.

The need to diversify

Many creators and small businesses say Instagram is the platform of choice. It’s easy to connect with users through direct messages and stories, and it offers a more focused community of dedicated followers that convert to sales.

Now, the majority said they would focus on building out their website and diversifying what platforms they are using, the influencers CNBC spoke with said. Some used Twitter, TikTok and email to beef up sales and connect with audiences during the shutdown.

Francis, who runs the consulting company, plans to utilize LinkedIn and email lists, a tool that helped her make some sales during Monday’s outage.

For Sanchez, who operates a small candle store, the outage came during a busy season gearing up for the holidays. She regularly uses Instagram to tag products, update customers through stories and divert people to her Shopify store.

“That’s where I’m making my business,” Sanchez said. “I’m not making hundreds of sales a day. I’m a smaller candle company but this is my full-time job. So even if I made three sales that I potentially lost, that’s important to me.”

She used Monday to reach out to customers and build up her email list in preparation for future outages so she can better communicate with customers.

Elliott Elkhoury, who sells resources for real estate investors, estimates he lost $3,000 to $5,000 on Monday between missing traffic to his platform and social media, and the inability to run ads.

Between advertising dollars and branded content, Heller suspects losses from Monday ranged in the hundreds of millions. The financial hit to clients likely spanned $3 million to $4 million dollars, he adds.

Michael Elefante, who runs short-term rentals, and teaches others how to run them, estimates the losses at $1,500 to $2,500 through affiliate links and paid mentorships. Now, he’s going to focus on direct mail messaging and his website.

John Eringman, a financial content creator with over 50,000 followers on Instagram and 1.2 million on TikTok, estimates he lost a few hundred dollars. That came from a combination of book sales and one-on-one coaching sessions through his Instagram.

Eringman has diversified his business by creating a following on TikTok and a website. But if the outage extended into Wednesday, he could’ve lost $2,500 on a sponsored post for Instagram and TikTok.

“There is a lifespan to social media,” he says. “Make sure you are owning your audience rather than letting Facebook or Instagram own your audience.”

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CNBC Daily Open: Investors find cheer amid Fed’s hawkish cut

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CNBC Daily Open: Investors find cheer amid Fed's hawkish cut

Federal Reserve Chair Jerome Powell reacts while speaking during a press conference following the Federal Open Markets Committee meeting at the Federal Reserve on Dec. 10, 2025 in Washington, DC.

Chip Somodevilla | Getty Images

It ended up being a “hawkish cut,” as expected. Still, investors managed to find a few gifts tucked between the lumps of coal.

Even though the U.S. Federal Reserve lowered interest rates on Wednesday stateside, two regional bank presidents — Jeffrey Schmid of Kansas City and Austan Goolsbee of Chicago — wanted rates to stand pat.

Their cautioned was echoed in the Fed’s “dot plot” of rate projection, which showed officials penciling in just one cut in 2026 and another for 2027.

Even the Fed’s rate statement was repurposed from the December 2024 meeting, which ushered in a nine-month period without cuts until September this year.

Why, then, did U.S. markets rise after the meeting?

The biggest surprise was the Fed’s announcement that it would begin purchasing $40 billion in Treasury bills, starting Friday. That move increases the money supply in the economy. In other words, it’s a stealthy way to ease conditions, which helps support financial markets.

Next, Chair Jerome Powell dismissed speculation about future hikes.

“I don’t think that a rate hike … is anybody’s base case at this point,” Powell said. “I’m not hearing that.”

Fed officials also see the U.S economy as remaining resilient. Collectively, they increased their forecast for economic expansion in 2026 to 2.3% from an earlier estimate of 1.8% in September.

“We have an extraordinary economy,” said Powell.

And the markets may be setting up for an extraordinary finish to the year.

“The last interest rate decision of 2025 has essentially paved the way for a Santa Claus rally to end the year, and the S&P 500 is poised to exceed the 7,000 milestone in the next few weeks,” said José Torres, senior economist at Interactive Brokers.

For investors, that would count as a very decent Christmas surprise.

— CNBC’s Jeff Cox contributed to this report.

What you need to know today

And finally…

U.S. President Donald Trump delivers remarks on the U.S. economy and affordability at the Mount Airy Casino Resort in Mount Pocono, Pennsylvania, U.S. Dec. 9, 2025.

Jonathan Ernst | Reuters

Trump slams European leaders as ‘weak’ — just as they’re trying to impress him

U.S. President Donald Trump has once again provoked outrage among his European allies, describing them as “weak” in an interview with Politico published Tuesday. Criticizing the region’s response to the war in Ukraine, Trump said: “I think they don’t know what to do.”

That comment will be jarring for Europe after its efforts to support Ukraine — efforts which Trump has frequently downplayed. Instead, Europe has had to watch on as U.S. officials have held talks with their Russian and Ukrainian counterparts on a draft peace plan for Ukraine, without a seat at the table. 

— Holly Ellyatt

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Night owl bitcoin traders: Soon there’ll be an ETF just for you

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Night owl bitcoin traders: Soon there'll be an ETF just for you

Cheng Xin | Getty Images

A newly proposed exchange-traded fund would offer exposure to bitcoin, much like other popular ETFs tracking the world’s oldest cryptocurrency. But, there’s a twist: The fund would trade bitcoin-linked assets while Wall Street sleeps. 

The Nicholas Bitcoin and Treasuries AfterDark ETF aims to purchase bitcoin-linked financial instruments after the U.S. financial markets close, and exit those positions shortly after the U.S. market re-opens each day, according to a December 9 filing to the Securities and Exchange Commission.

The fund would not hold bitcoin directly. Instead, the AfterDark ETF would use at least 80% of the value of its assets to trade bitcoin futures contracts, bitcoin exchange-traded products and ETFs, and options on those ETFs and ETPs. 

The offering would capitalize on bitcoin’s outsized gains in off-hours trading.

Hypothetically, an investor who had been buying shares of the iShares Bitcoin Trust ETF (IBIT) when U.S. markets formally close, and selling them at the next day’s open, would have scored a 222% gain since January 2024, data from wealth manager Bespoke Investment Group shows. But an investor that had bought IBIT shares at the open and sold them at the close would have lost 40.5% in the same time.

Bitcoin was last trading at $92,320, down nearly 1% on the day. The leading cryptocurrency is down about 12% over the past month and little changed since the beginning of the year. 

The proposed ETF underscores jockeying among sponsors to launch ETFs tracking all kinds of cryptocurrencies, from altcoins like Aptos and Sui to memecoins such as Bonk and Dogecoin. The contest has only accelerated under President Donald Trump, who has pushed the SEC and Commodity Futures Trading Commission to soften their stances on token issuers and digital asset exchanges. 

Since being approved under the prior administration in January 2024, more than 30 bitcoin ETFs have begun trading in the U.S., according to data from ETF.com.

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Cisco’s stock closes at record for first time since dot-com peak in 2000

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Cisco's stock closes at record for first time since dot-com peak in 2000

Chuck Robbins, chief executive officer of Cisco, participates in a Bloomberg interview at the World Economic Forum in Davos, Switzerland, on Jan. 17, 2024.

Stefan Wermuth | Bloomberg | Getty Images

Few companies were as hot in early 2000 as Cisco, whose networking equipment served as the backbone of the internet boom.

On Wednesday, Cisco’s stock surpassed its dot-com peak for the first time. The shares rose almost 1% to $80.25, topping their prior split-adjusted record or $80.06 reached on March 27, 2000. That’s the same day that Cisco passed Microsoft to become the most valuable publicly traded company in the world.

Back then, investors saw Cisco as a way to bet on the growth of the web, as companies that wanted to get online relied upon the hardware maker’s switches and routers. But following a half-decade boom, the dot-com bubble burst just after Cisco reached its zenith, a collapse that wiped out more than three-quarters of the Nasdaq’s value by October 2002.

While the market swoon eliminated scores of internet highflyers, Cisco survived the upheaval. Eventually it started to grow and expand, diversifying through a series of acquisitions like set-top box maker Scientific- Atlanta in 2006, followed by software companies including Webex, AppDynamics, Duo and Splunk.

With its gains on Wednesday, Cisco’s market cap sits at $317 billion, making it only the 13th most valuable U.S. tech company. In recent years, the stock has badly trailed tech’s megacaps, which have been at the center of the new boom surrounding artificial intelligence.

The AI market has reached a level of euphoria that many analysts have compared to the dot-com era. Instead of Cisco, the modern infrastructure winner is Nvidia, whose AI chips are at the heart of model development and are relied up by the other major tech companies that are all building out AI-focused data centers. Nvidia has a market cap of $4.5 trillion, roughly 14 times Cisco’s current value.

But Cisco is angling to benefit from the AI craze, with CEO Chuck Robbins in November touting $1.3 billion in quarterly AI infrastructure orders from large web companies. Total revenue approached $15 billion, which was up 7.5% year over year, compared with 66% growth in 2000.

Shares of Cisco are up about 36% so far in 2025, outperforming the Nasdaq, which has gained about 22% over the same period.

WATCH: Cisco CEO on latest quarter: AI demand from hyperscalers is accelerating

Cisco CEO on latest quarter: AI demand from hyperscalers is accelerating

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