Here is our official take on the boycott and whether you as a brand should participate.
Small business vs big business
The narrative that advertisers can put pressure on Fb to change (like Fox news), LOL.
FB relies on small businesses. Annually, Facebook generates US$70 billion in advertising sales and about a quarter of it comes from big companies such as Unilever
Not fair to smaller companies that can’t afford expensive advertising
Shifting to google and twitter. These aren’t any better
Stop organic too? Inconsistent
Dont be naive
Opportunity for large advertisers to negotiate?
Part of Patagonia/REI/BenJerrys brand. Not really Coca Cola / Unilever
What should your brand/agency do?
The financial impact isn't significant, but it is creating a lot of noise. FB needs to address PR.
Brands and agencies need to decide whether or not to participate. Don’t feel pressured.