DIG's take on the Stop Hate for Profit movement, and how marketers can make an impact
Updated: Jul 2, 2020
The Stop Hate for Profit campaign asks businesses to “stand in solidarity with the most deeply held American values of freedom, equality, and justice and not advertise on Facebook’s services in July.”
They highlight the fact that 99% of Facebook’s whopping “$70 billion is made through advertising” but Facebook has failed to encourage racial justice and instead, they actively choose not to do so.
The Stop Hate for Profit campaign encourages businesses to send a powerful message by pausing their advertisements on Facebook and Instagram. These platforms have accredited white nationalists as a trusted news source, neglected to protect protesters fighting for racial justice, and done little to support the Black community.
Businesses such as Honda, Coca-Cola, The North Face, Hershey's, and countless others have spoken out on social media about the campaign and have joined the movement.
The Coca-Cola Company is implementing changes not only on Facebook and Instagram. They anticipate “pausing all digital advertising on social media platforms globally for at least 30 days” starting on July 1st. (Coca-Cola Company, News)
Even though it’s powerful to see global corporations take initiative and join the movement, Facebook’s ad revenue won’t be greatly impacted. In fact, it’s small businesses that have the most at stake.
“Yet while the boycott may be creating a wave of bad press for Facebook and Instagram, it’s unlikely even major advertisers pausing ad spending for one month will have a substantial effect on Facebook’s bottom line, as a majority of the company’s ad revenue comes from direct-response ads from small and medium-sized businesses.” (The Verge)
The minimal revenue loss from those global corporations will have minimal impact since most of Facebook’s advertising revenues come from small to medium size direct response advertisers.
Here is a question to our small-medium businesses:
Do you advertise on Facebook or Instagram? If so, is the “Stop Hate for Profit” campaign enough to make you stop? Where do you stand in the movement?
“Let’s send Facebook a powerful message: Your profits will never be worth promoting hate, bigotry, racism, antisemitism and violence.” (Stop Hate For Profit)
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