The ad boycott against Facebook was supposed to be a drumbeat signaling change; a steady, crescendoing chorus of dissenters whose buying power was so strong that their absence would be noted and would bring true change to Facebook.
“There hasn’t been a lot of change,” said Katherine Doble, the president of INGAGE Biz, a digital marketing firm that helps small and medium-sized businesses. “Companies are finding themselves in a Catch-22. Some might silently transition back, they might be feeling the impact of diminished sales and lower traffic.”
“Facebook and Instagram ads are huge in the sense of, that’s where you’re going to find your target audience,” she said. “Especially when it comes to businesses that don’t have recognizable names. When you’re an REI, and you’re looking for hunting supplies, you know you’re looking for REI. But when you’re a beginner, you’re really reliant on these platforms to build up and establish a brand, especially right now when there are limited outreach options.”