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I'm also a FB advertiser. Here my thoughts on it: 1) Facebook's reach is unique. If you want to share a message that's important to you with groups of people y
by cm2012 6y ago
I'm also a FB advertiser. Here my thoughts on it:
1) Facebook's reach is unique. If you want to share a message that's important to you with groups of people you care about reaching in the world, there's no better way to reach them at scale.
2) Facebook has had a number of negative sounding news cycles in the past few years (Cambridge Analytica, etc.), and data shows that the average American hasn't changed their behavior based on them. 70% of all Americans and Canadians use Facebook or Instagram at least once a month, and 55% of all Americans and Canadians use it at least once per day. Facebook's monthly and daily user counts have only grown, including this last quarter.
3) Very few advertisers ended up cutting spend during the boycott. Many who did so wanted to cut ad spend in a COVID environment anyway. For instance, Unilever and Coca-Cola also paused Twitter ads, which has nothing to do with the boycott.
4) I myself believe that, at least in comparison to other companies like Google, Facebook does try to police hate speech, and it's a hard job.
- deleted 6y ago[deleted]
- wolco 6y ago1) Facebook is unique. But it is a costly way to reach a target group and usually the goal is to build other channels. Big brands are not looking to reach smaller targeted groups. 2) Daily users/monthly users is not really the stat worth tracking. That number was going to go up because of covid. I wonder about time spent on the site and time spent scrolling. That feels the important metric that has been dropping and tells a different story. 3) doesn't completely tell the story because if coke was cutting anyway that should show up 4) The differences on how each police hate speech doesn't really matter to anyone. The real reason is 5: 5) Facebook raised prices for everyone else.
- nradov 6y agoI hardly saw ads for any big consumer brands on my Facebook feed even before the boycott. The vast majority of ads are from smaller companies. Not sure if my experience is typical?
- fatnoah 6y agoI see the same thing. I see a fair number for businesses actually in my town.
- jamiequint 6y ago5) is objectively false, CPMs were down on average during this time period, mostly due to lower demand because of COVID. Facebook runs a VCG auction and is transparent around how payment works on their site, so there's not really any way for them to "raise prices" singlehandedly outside of this mechanism without being legally liable.