Although The Facebook Ads Boycott Campaign Appears To Be Making A Big Fuss, Still A Large Percentage of Consumers Are Not Aware Of It

Advertisers have started taking part in #StopHateForProfit Facebook ads boycott, and currently, around 400 big advertisers have formally signed this campaign. The organizations behind this campaign have encouraged businesses to stop investing money in Facebook ads. However, it seems that there has been limited effort to develop public awareness and support about the campaign.

Greg Sterling of Search Engine Land conducted a consumer survey of 1,000 US adults from June 30 of this year to July 5 to determine the sentiment of consumers towards the campaign. However, he did not screen to see if respondents to the survey were Facebook users or not.

He asked a single question ‘which best describes your feelings about the Facebook Ads boycott.’ The respondents were to choose between four options:

1. I was not aware of the boycott
2. Not sure how I feel about the boycott
3. Approve
4. Disapprove.

38.8 percent of consumers stated that they were unaware of the boycott, while 29.4 percent said that they were not sure how they felt about the boycott. This ‘not sure’ answer ostensibly reflects a lack of knowledge about the boycott. A mere 19.3 percent were in support of the boycott, while only 12.5 percent disapproved the boycott.

It was discovered that Generation Z men were most supportive of it. As Google Consumer Survey infers demographic data, it might not be completely accurate. 22 percent of men approved the boycott, and 17 percent disapproved it. In comparison, 44 percent of women were not aware of the boycott.

Respondents aged between 25 and 34 years were most aware of it, and those aged between 55 and 64 years were least aware of the Facebook ads boycott. The highest approval comes from those aged between 18 and 24 years, though individuals aged 65 and above were a very close second. Most disapprovals came from those aged between 45 and 54 years.

Overall, it was discovered in the survey that Generation Z males were most supportive of the boycott. Last week, Blind also conducted an anonymous survey of 53 Facebook workers and discovered that 68 percent of them support Facebook’s new content guidelines and 83 percent of them support Zuckerberg’s leadership. But 42 percent also expressed concern related to brands pulling ads from the company.

Organizations behind this campaign have a list of policy changes and suggestions which they want to be adopted by Facebook. According to the reports, CEO Facebook believes that all these advertisers will be back on the social network soon, and, likely, the social media giant will not entirely embrace their proposals.

As we have seen that a large percent of consumers are unaware of the campaign, we can consider it a PR failure for the boycott. The campaign appears to be successful with advertisers, however, there was not much effort expended on customer outreach.

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