Background
Meta’s recent announcement to scale back content moderation in favor of fostering free speech marks a pivotal shift in the social media landscape. This decision echoes challenges seen on X (formerly Twitter) where reduced oversight resulted in a surge of divisive and harmful content. As a values-led agency, Copaino Fujikado previously counseled clients to minimize activity on X due to the platform’s inability to maintain a safe environment. However, Meta’s scale and influence—with Facebook and Instagram central to many advertising strategies—have created a more complex challenge to untangle. Advising clients to withdraw from these platforms entirely could severely limit their reach and undermine their marketing efforts.
Context
Social media platforms have always presented challenges: algorithm changes, unpredictable policy updates, inconsistent enforcement of standards, etc. They make it difficult for brands to establish stable, long-term strategies. Meta’s latest move compounds these difficulties, requiring brands to reassess their strategies and reinforce their values in a more volatile environment.
Here’s how we see things. Americans spend an average of 2 hours and 24 minutes per day on social media—nearly a month of their year. These platforms are where they share, shop, and shape opinions, making them indispensable for brands aiming to connect with their audiences. This persistent attention, paired with Meta’s vast user base, underscores the high stakes for advertisers navigating these shifts in moderation policy. Accordingly, we can no longer advise clients to avoid platforms with subpar moderation strategies, as that has now become the norm.
Recommendations
- Proceed With Caution. Advertise on social media platforms that are relevant and valuable for your audience and brand–including Facebook, Instagram, TikTok, and X.
- We are aware many of our clients have paused advertising on X, and we’re not advocating rushing back to the platform. However, in light of the current landscape, we feel it can be part of the consideration set the next time you’re holistically evaluating platforms.
- Increase Monitoring of Comments and Engagement. Take a proactive role in moderating your own content to foster a positive and safe community. This can offset potential risks associated with reduced platform oversight. We can also recommend options for brand safety monitoring/tracking partners for your paid social efforts.
- Track Changes in Platform Behavior. Use social listening tools to stay ahead of shifts in user engagement, sentiment, and content trends. Be prepared to adjust strategies as necessary. If you need assistance with social listening, CF is here to help.
- Explore Opportunities in Owned Media. Consider bolstering direct-to-consumer channels such as email newsletters, websites, and apps. These platforms allow brands to maintain control over messaging and audience relationships. The content you’re developing for social media is more important than the platforms you publish it on.
- Develop a Crisis Response Plan. Be prepared to address potential controversies with pre-drafted statements and clear escalation pathways. Agility in communication is critical in this evolving environment.
- Stay Consistent with Your Values. Brands should stay anchored in their core values, using them as a compass to guide content and responses to public discourse. Authenticity will resonate with audiences, even in turbulent times.
- Let Us Know How You’re Feeling. We are in regular contact with reps at every social media platform, and candidly share how we and our clients are feeling, including if they’re considering changing their advertising spend. If enough entities raise concerns and/or petition, sometimes things change.
- Don’t Count Out TikTok. TikTok’s tumultuous story continues. The revered (& resilient) platform received a surprising stay of execution on January 19th. Though it merits a dedicated discussion about the pros and cons of advertising on it, it provides an alternative option with scale.
Conclusion
Meta’s decision places brands at a crossroads, but retreating from these platforms entirely isn’t a viable solution given their scale and influence. We recommend clients embrace a balanced approach that emphasizes vigilance, adaptability, and a commitment to values.
