Are influencers collateral damage from boycott of Facebook? Some figures begin to indicate yes
The great news of this summer start in terms of marketing and advertising is starring Facebook. The social media giant – also owner of Instagram and Whatsapp in addition to the platform that gives the company its name – is leading an advertising boycott. Called by two civil rights organizations in the United States, who want to put pressure on Facebook to make real decisions and actions against hate speech, the boycott has been accumulating more and more companies that announced that they were joining (or discreetly stopped their investment).
The effects that this decision will have on Facebook accounts are yet to be seen. There are those who believe that they will be few, because Facebook continues to have the source of the bulk of its advertising revenue in SMEs. However, the reputational blow is unquestionable. Other analysts believe that even SMEs will not stay on the sidelines and that Facebook will end up noticing the blow to their bottom line, when they are carried along by the general trend.
Furthermore, the impact of this crisis will not only touch Facebook. It is to be expected that there will be collateral damage, that they will be affected by these measures even though they are not linked to the problems that the social media giant is dragging.
For example, some companies have announced that they stop all their advertising on social networks, not only on Facebook and its associates. And, also, the measures could hit influencers.
Influencers, collateral damage
In fact, when we talk about a pause in advertising investment in social networks, we also talk about influencers, as they have explained to Digiday from within the market. By not investing money in ads on Facebook (and Instagram), the content published by influencers is not being promoted. But also, influencers are not being paid for these contents, even if they are organic and do not imply investing money in Facebook directly.
“Many agreements with influencers are paused or being adjusted,” explains an expert from an agency to the British media. Overall, Digiday has identified a trend to pause or delay influencer campaigns.
Influencers, in fact, are beginning to be concerned about the impact that all this will have on their economy and their income. Taking into account that they did not come out unscathed in recent months and the advertising breaks during the coronavirus crisis, it is also understandable how the situation has become complicated for them. Agencies are beginning to recommend that they be even more proactive in selling their services.
Perhaps, the question is to change platforms. Some of the investments that were originally intended for Facebook or Instagram, begin to migrate to TikTok.
Likewise, agencies are changing how they work with influencers at other levels and are seeing how companies ask them to be more diverse. In the framework of the Black Lives Matter movement, the agencies have seen how their clients asked them to work with more black influencers (in order to reinforce their messages of commitment launched on social networks).
Only time will tell if this movement of brands and their investment in influencers implies a real change and an increase in diversity among the influencers they work with, or if it will finally be a little smoky to ‘look good’ in the moment. in which everyone seems to be more attentive to what they do.