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Zuckerberg: advertisers will be back to Facebook 'soon enough'

bbc.com

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Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#101

Post by adrianb »

Aperocky wrote: post #24
shoguning wrote: post #5

My interpretation of what's going on: CEOs finally have leverage against their marketing departments to do black-out testing on social media ad spend. It's difficult to actually measure impact of ad spending, and marketing teams spin results to their advantage. They will observe what happens and re-introduce spending where it actually works.

When a recession happen the first to go is marketing. As a test, you would need to control other variables, the present economic uncertainty basically rendered that impossible. It's just the CEOs finding a convenient excuse to cut costs.

It's an even better deal: companies are replacing paid advertising with free exposure from being mentioned in news stories and bonus points for "standing up for what's right". In addition, plenty of people (and the news organisations themselves) share these news stories on the very same social media, with 0 costs for the companies involved.

Overall it means increased brand exposure for less money.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#102

Post by ricardo81 »

And he has reason to be optimistic.

As per the UK's recent review into competition, 80% of online advertising spend in the UK at least, is spent with Google and Facebook [0]

So, perhaps in his mind it hurts them more than it hurts Facebook

[0] https://www.gov.uk/government/news/new-regime-needed-to-take...

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#105

Post by shuntress »

higglydiggly wrote: post #57
mhoad wrote: post #21

On a related note I just saw someone on Twitter mentioning this report that was just released that does a real deep dive into how the problems associated with hate speech have played out on the ground in India. [1] It's grim reading and I think it is a huge slap in the face to that ridiculous corporate propaganda piece they released the other day saying that they don't profit from hate speech. I'd encourage people to…

This is pretty explicitly the type of speech that doesn't need protection by 1A. The absolutism of it is really an ideal that practically achieved would lead to some ugliness. But I'm wondering how this extends to banning conservatives, conspiracy theory pages, or even jokes? When is it going too far over the line, which is drawn at different points for different people/groups? Because my fear is the government doesn…

Lets start by condemning and removing organized genocide.

There is (hopefully) enough space between "actively organizing genocide" and "conservatives, conspiracy theory pages, or even jokes" to allow room for a reasonable line.

>how do we convince people still thinking those jokes are appropriate to cease using them

By restricting their ability to make those jokes in a way that is clearly tied to the act of making those jokes.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#106

Post by lallysingh »

CogentHedgehog wrote: post #53
product50 wrote: post #39

Earlier quoted context omitted.

You are absolutely wrong on both counts. THe only real change will come from users. If Facebook users start boycotting (and to be clear no users are doing this), that is what will hurt them. So while you and I continue to be outraged, a lot of users don't care enough and just goto Facebook to see what their friends are doing and clicking on that ad. And the wheel keeps on turning around. Employee activism won't matte…

I hear this claim a lot, but it forgets that Facebook has 1.7 BILLION daily active users and still growing. They won't miss a few users here and there: users are the product, not the customer. 100 million people could leave Facebook and it would only slightly reduce the amount of ad impressions they can sell. On the other hand if advertisers boycott Facebook that directly hurts their bottom line.

All true, but I'll point out that different users are worth different amounts. If the users with high disposable income leave, then the Audis and Pelotons leave the platform too.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#107

Post by zelphirkalt »

Such a statement shows, that he still has learned nothing, specifically not responsibility. For Zuckerberg it needs to financially hurt, in order to cause ethical decisions.

Well, such kind of statement will hopefully also prolong the boykott, because no one will want to seem like the beaten dog, beaten. ack into line. Hopefully the boykott will even increase.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#108

Post by someluccc »

The cool thing about facebook’s highly targeted advertising is that it balances the ad market in favor of niche players vs. generalists, which also means they have a long long tail of millions of small buyers vs. a few huge ones who used to dominate traditional media.

Old marketing was carpetbombing, which meant only those with B-52 sized budgets could dominate. It was also deeply entwined with centralized high-volume distribution models, aligning the interests of big manufactures and big retailers.

Today’s marketing is precision bombing. You just need the right explosion in the right place. Likewise, internet distribution enables the economics of small manufacturers and small retailers (shopify/amz third-party).

Which is why big advertisers have done relatively poorly with internet ads. Their prior campaigns worked, not so much because they or the product were good, but because they could silence small competitors. Because retailers could only carry a limited amount of products they would favor the big mfgs who could provide bulk orders. Consumers just went for them because they had no other choice.

Today small player’s can advertise to narrow niches where rates are low. Likewise consumers can access products that better suit their specific needs/wants. What this means is that FB doesn’t really need or depend on big budget advertisers. Mark knows this.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#109

Post by vin047 »

product50 wrote: post #39
Barrin92 wrote: post #7

Of course he's right. If anything I'm surprised advertisers aren't cutting back more given how much revenue they're probably losing during the pandemic. Real change has to come from two sources. Firstly regulation, Facebook will never "self-regulate" and this corporate activism is a joke. And secondly, from employees who in sufficient numbers have at least some leverage.

You are absolutely wrong on both counts. THe only real change will come from users. If Facebook users start boycotting (and to be clear no users are doing this), that is what will hurt them. So while you and I continue to be outraged, a lot of users don't care enough and just goto Facebook to see what their friends are doing and clicking on that ad. And the wheel keeps on turning around. Employee activism won't matte…

Agree with you on the first part, but not sure on the second – if skilled employees leave (especially for other competing social media apps) Facebook will start to lag. Even with its core loyal employees Facebook can’t compete if they don’t retain skilled workers.

Re: Zuckerberg: advertisers will be back to Facebook 'soon enough'

#110

Post by CogentHedgehog »

freyr wrote: post #78
MagnumPIG wrote: post #12

Earlier quoted context omitted.

Depends which users. A lot of teenagers are "mostly on Instagram" or "only use it for Messenger". And teenagers are apparently an important population to marketers. I know FB owns Instagram but the point is, Facebook as a platform may be past its prime in NA.

With the rise of TikTok, I wonder if Instagram is past its prime as well? Most of my friends have stopped posting photos to Instagram, and just occasionally share stories now. But for short-form video content, TikTok seems to be growing much faster.

Yeah but you forget that TikTok is effectively spyware for the Chinese government packaged to look like a social media app.
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