‘Are you going to put people over profit? ’: As Facebook boycott continues, DTCs still running ads on the platform in a tricky spot

There are many angles to the Facebook ad boycott. This week, marketing editor Kristina Monllos explored what it means for DTCs that are still running ads on the platform.

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‘Are you going to put people over profit?’: As Facebook boycott continues, DTCs still running ads on the platform in a tricky spot

Ask anyone who works with direct-to-consumer brands about the Facebook boycott and you’ll likely hear about how DTCs are being put in a difficult position. Dependent on Facebook and Instagram ads to drive site traffic which in turn drives revenue, DTCs are unable to participate in the boycott the same way that Unilever and Coca-Cola can, even as their values align with it.

Per agency execs and industry observers, part of the problem is that DTCs use Facebook ads differently than legacy brands. While that class of marketer use them to boost brand awareness, their revenue isn’t as directly tied to the platform. Even without those ads, people will still see and purchase Unilever and Coca-Cola products on shelves at retailers. However, if DTCs turn off Facebook and Instagram ads, which are often direct response ads meant to acquire customers rather than increase brand awareness, they’ll cut lines to many of their customers and hurt their bottom line.

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Further reading

‘They don’t have a people-centric way:’ Facebook ad boycott is reigniting its dysfunctional relationship with advertisers
By Seb Joseph

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The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook
By Lara O'Reilly

How Facebook’s brand safety audit with the Media Rating Council will work
By Lara O'Reilly