An interesting take on the impact of the #StopHateforProfit campaign. However, your premise that social media advertising drives purchasing is too simple. We know that none of the marketing rules we thought work might be relied upon in the future and that entire industries have been disrupted permanently. Whose to say the efficacy of "traditional" SM advertising will ever be the same post-COVID and BLM? Second, we all know that the correlation between SM spending and purchasing can be complicated and difficult to prove. The "four c's" model of what drives consumer use of social media says SM advertising efficacy relies on the connections consumers make with each other, the user-generated content they create, their consumption of other users' content, and their control of their own online experiences. This model would suggest that the #StopHateforProfit campaign could drive purchasing as much, if not more, than advertising, as consumers get behind and amplify the messaging for brands that reflect their values and are willing to take a stand against Facebook/Instagram. Instead, mightn't the take away be that brands joining the #StopHateforProfit campaign should take this moment as an opportunity to leverage their participation to generate meaningful content and help consumers connect with their brands?
An interesting take on the impact of the #StopHateforProfit campaign. However, your premise that social media advertising drives purchasing is too simple. We know that none of the marketing rules we thought work might be relied upon in the future and that entire industries have been disrupted permanently. Whose to say the efficacy of "traditional" SM advertising will ever be the same post-COVID and BLM? Second, we all know that the correlation between SM spending and purchasing can be complicated and difficult to prove. The "four c's" model of what drives consumer use of social media says SM advertising efficacy relies on the connections consumers make with each other, the user-generated content they create, their consumption of other users' content, and their control of their own online experiences. This model would suggest that the #StopHateforProfit campaign could drive purchasing as much, if not more, than advertising, as consumers get behind and amplify the messaging for brands that reflect their values and are willing to take a stand against Facebook/Instagram. Instead, mightn't the take away be that brands joining the #StopHateforProfit campaign should take this moment as an opportunity to leverage their participation to generate meaningful content and help consumers connect with their brands?