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RESEARCH
issues. While large household brands like Coke and Although efforts are starting to pay off with Facebook ANALYSIS
Patagonia are jumping on the bandwagon, DTCs have making moves to label violating posts, however it pales TRENDS
been absent from the movement. In reality, however, it in comparison to the steps other platforms, like Twitter
is opportunistic for brands to be open to such and YouTube, have taken.
conversations and to exploring new ways. This is, after
all, a pivotal moment in culture and brands need to To make a real difference, brands need to find scalable
understand how best they can play their cards. alternatives. Perhaps one way is to explore
collaboration with creators. Some worry about the type
Brands may also not have the option to pause or stop of content they are being advertised alongside, so by
advertising on Facebook. For many, the platform forms tapping on key opinion leaders in a market, brands can
the core of their advertising strategy, and with the have a certain degree of control to carry their
pandemic already slowing their businesses, they may messaging. This applies to partnering with other
feel like it’s hardly the time to hit the brakes on ad brands, as real change can only come from collective
spend. When this happens, brands must find and committed long-term action.
alternative and more responsible places for their
advertising spend, rather than temporarily hitting pause In the meantime, advertisers and brands alike should
and causing further harm to their business. Actively take this opportunity to look inwards, not just outwards.
listening to what their consumer base is talking about We can all take an active role in promoting positive
might give them a clue to where they should be change in our respective industries and markets, one
heading. ADA recently held a poll on LinkedIn to find step at a time. ◊
out if brands will ever move away from advertising on
Facebook. 40% voted for ‘Yes, Facebook is
replaceable’ while 38% voted for ‘We'll follow the
consumers’.

Walking the talk By Summer Choo,
Country Director,
The concept behind the Facebook boycott is nothing ADA in Singapore
new. Brands have a history of pulling their advertising
spend from social media platforms in the past. It is a
powerful symbol, but effectively an empty gesture once
they start spending again after media attention has died
down yet policies haven't changed for the better.

13 August 2020: people-oriented communication strategies and social networks