TikTok, Google and ‘influencers’ keep the money that runs away from Facebook

Facebook’s immense reach among consumers and its powerful targeting skills have made it a basic channel for many marketers. According to eMarketer estimates, Facebook and Instagram were going to take 23.4% of digital advertising revenue in the US this year, only after Google and well ahead of its next closest rival, Amazon. But a growing list of companies will stop advertising on Facebook for July or longer, heeding calls from civil rights groups to boycott what they consider a lack of progress in preventing hate speech and disinformation. . Full subscription to ‘The Wall Street Journal’ on ECPrevium The best of the American economic newspaper is in El Confidencial. During the coronavirus crisis, the content selected by our newsroom is published openly in El Confidencial. Try ECPrevium free for 30 days and access all ‘The Wall Street Journal’ at no additional cost. Request your free trial here. Facebook said Friday that it would begin to identify political speeches that violate its rules and other measures to prevent vote suppression and protect minorities from abuse. That didn’t stop more companies from joining the boycott. The list of advertisers who have declared that they will not buy ads on Facebook or Instagram in July includes for now Levi’s, North Face, Coca-Cola, Verizon, Adidas, the US department of Sales and Marketing of Honda or Starbucks. A Facebook spokeswoman said Monday that “we invest billions of dollars a year to keep our community safe and we continually work with outside experts to review and update our policies. We have exposed ourselves to a civil rights audit, and have eliminated 250 white supremacist Facebook and Instagram organizations. ” Facebook locates about 90% of the hate speech it takes action on before users report it, but it will continue to work with civil rights groups and others to do more, he said. The hole in Facebook accounts due to the boycott of advertisers Antonio Martín While the advertising industry waits to see how the situation develops, the companies that have carried out the boycott have another question to solve: what is their marketing strategy? ‘without Facebook? Alternatives sometimes don’t get enough attention, because advertising on Facebook is considered a safe choice, according to an advertiser from a major advertising agency. “If you invest your next dollar in Facebook, you know it will work. While if you invest that dollar elsewhere, you cannot be sure that it will work,” she explained. The brands that leave Facebook are going to have a response soon. “We stand behind the black community and support those who are fighting for more stringent policies that curb racist, violent or offensive content and disinformation on these platforms,” ​​group backpack brand VF JanSport said Friday in joining the boycott. “Therefore, we will be moving the planned launch for our July back to school campaign to YouTube and TikTok.” TikTok application on a mobile. (Reuters) YouTube, which is part of the Google network, and the video social network TikTok, owned by Bytedance, are already part of the JanSport campaign, but will take on a bigger role, a spokeswoman said. Clothing brand North Face, also part of VF, is likely to increase ad spending on partners it already works with like Google and Pinterest, a spokeswoman said. She also explained that the firm is exploring opportunities in affiliate marketing, in which web pages take a commission for redirecting traffic to a brand and reaching consumers in other parts of the web. Password manager Dashlane will spend more on sponsored content, banner ads and social media platforms like Pinterest, said Joy Howard, the company’s director of Marketing. She also revealed that she will collaborate with other sellers to attract new customers through joint promotions. “There is great interest in doing things differently. People are eager to find alternatives,” said Howard. Advertiser rebellion against Facebook and Twitter for not vetoing hate speech Antonio Martín Clothing brand Eddie Bauer will divert some of the money to tools he already uses, such as the ads that appear when the consumer searches Google or Amazon for terms such as’ bermuda shorts for hiking ‘, according to Damien Huang, company president. It also plans an updated Gmail advertising test, something it has already tried before, in addition to new territories such as TikTok and Snapchat. Design firm Eileen Fisher stated that it will increase spending on current strategies like Google Display Network and Rakuten, the Japanese store, to attract new customers and re-contact current customers through banner ads. And it will rely more on ‘marketing’ programs like rewardStyle, which helps to find ‘influencers’ who can promote brands among their followers. Entrance to the Facebook headquarters in California. (Reuters) Jamie Habanek, director of brand marketing, said executives are also exploring the use of streaming services on television by the end of the year, attracted in part by the increase in audience ratings caused by the need to stay. at home during confinement by coronavirus. “It is a change that is already being discussed and that could become more important if we decide to leave Facebook and Instagram for a longer period,” said Habanek. Not all boycotters will reallocate their advertising spend on Facebook and Instagram to other advertising and ‘marketing’ channels: REI, who sells clothing at retail, stated that it will instead invest the money elsewhere in its business.