As more and more brands jump on the boycott Facebook bandwagon and divert their advertising dollars away from Facebook, the question is: where are they putting them instead?
The #StopHateforProfit campaign has turned up the pressure for marketers to reconsider their support of a platform that they say is not doing all it could to combat hate and racism.
More from PostFunnel on related B2CRM News:
How Will the Facebook Boycott Impact SMBs?
As brands divert their ad spend away from Facebook and Instagram for the month, the season, or even the rest of the year, they’re putting their money not just into new entrants like TikTok but into older venues like YouTube and Pinterest. It also may bring back the affiliate marketing models used back before the rise of social media platforms.
The list of participants in the boycott includes over 30 major brands, ranging from Adidas to VF Corporation, producers of Vans, among other products. The Wall Street Journal quoted a statement from VF, which also makes JanSport backpacks, that it intends to deliver its July back-to-school campaign on YouTube and TikTok.
VF also owns North Face, which according to the same article is going to pursue more ads “with current partners such as Google and Pinterest Inc.” But it also is considering a throwback approach, namely “affiliate marketing, in which websites get commissions for referring traffic to a brand.”
Referring to the approaches considered by Dashlane Inc, the Journal quoted its CMO, Joy Howard: “‘People are hungry to find alternatives’” to Facebook, she said. Her own company is looking into a range of options, including sponsored content and online display ads. The social media platforms they’re considering is Pinterest.
The brand Eddie Bauer indicated that they would put more into web search results at Google and Amazon. It also shared with the Journal that it is trying “an updated test of advertising within Gmail, something it tried previously, plus new territory for the brand such as TikTok and Snap Inc.’s Snapchat.”
Not everyone will divert their Facebook spending into other advertising venues. The article referred to REI’s plans to move that money into other parts of its business.
One other major source of Facebook ads is not going away though, and that is political ads. The Biden campaign representative, Bill Russo, said he will not pull ads for the presidential election.
Seems like different brands from different sectors are going different ways.
Tell us about your brand. Are you joining the Facebook ad boycott?