Marketing Your Business During the Facebook Ad Boycott

Written by: Zach Weitz

Now that we’re more than halfway through 2020, we’ve come to expect curveballs every step of the way. Most recently, we’ve been navigating the ever-growing trend of #DeleteFacebook, as many claim, the social media platform has used its advertising software to promote hate, bigotry, racism, and violence. Here, we take a look at how some corporations are responding. Should you and your company join in the Facebook Ad Boycott?

Origin of the Boycott

In the wake of George Floyd’s death, the nation was swept with a combination of peaceful protests, and outbreaks of riots. Many took to social media to share their take on the current climate of the world and feelings of anger and grief flooded our timelines. Movements to end hate, bigotry, and racism were given immense support by large organizations, politicians, activist groups, and individuals. 

Facebook has a history of remaining uninvolved when it comes to filtering content. By not taking any action to remove content that damages the very movements that try to end racism, many have decided to hit the platform’s pockets. In fact, it was estimated that Facebook earned 85% of its revenue in 2017 from brands who advertise on the platform each month. People have decided that a platform that promotes hateful rhetoric should not profit from it.

Enter, Stop Hate For Profit, the organization that is taking a lead role in the Facebook Ad Boycott. They are calling for all corporations and organizations to stop using Facebook Ads until Facebook addresses and changes its conduct. So far, many large corporations have decided to boycott Facebook Ads, including Unilever, The Hershey Company, The Diamond Foundry, Coca-Cola, Levi Strauss & Co., Ben & Jerry’s, Patagonia, North Face, and Starbucks. 

Recommendations

If you choose to participate in the boycott, your brand awareness and engagement shouldn’t suffer. One short-term idea is to continue sharing your brand on Facebook organically, without paying to place ads or boost posts. When this issue is resolved and Facebook makes clear strides to address its flaws, you can feel safe paying for advertisements again. Keep in mind that Facebook owns Instagram and boycotting one means boycotting both. 

Another idea would be to take the budget that you may have set to pay for Facebook advertisements and put that towards experimenting with other platforms. Try advertising on Pinterest, or use your full ad budget on Twitter. This boycott should allow you to explore other platforms while not pressing pause on paid efforts.

Need help seeing what your business can do? Contact our team of social media experts to see what you can do.

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