Week 3 Data Around Brands Embracing “Stop Hate For Profit”
With many brands pausing their Facebook and Instagram ad spending during the month of July to protest the use of hate speech, ListenFirst continues to monitor how the boycott is impacting the social media ecosystem.
Following up on the data we shared last week, here are our top findings for the week of July 13-19, 2020:
Methodology: Looking at the indexed number of Facebook and Instagram ads brands from the ListenFirst Data Co-op launched between July 1 – 19, 2020 compared to the indexed number of Facebook and Instagram ads brands launched between July 1-19, 2019.
Finding #1: Brands Have Stuck With The Boycott
Through the third week of July, brands continue to participate in the July boycott of buying Facebook ads. Between July 13-19, 2020 brands shared -72.05% less new ads on Facebook and Instagram compared to July 13-19, 2019. That’s consistent with what we’ve seen through the entire month, as during July 1-19, 2020 there were -74.26% less new Facebook and Instagram ads compared to the number of new Facebook and Instagram ads during those 19 days during 2019.
Finding #2: The Real Time Conversation Around #StopHateForProfit Slowed, Except Around Disney
Around the news that Disney, Facebook’s biggest advertiser during the first half of the year, would be suspending their Disney Plus and Hulu ads on Facebook, there were 5,477 Tweets mentioning both Facebook and Disney between July 18-19, 2020 with 237 Tweets mentioning the #StopHateForProfit hashtag specifically. The phrase “Well Done” appeared in 11.52% of those Tweets.
However other than additional companies opting into the pause on paid, the July boycott was far more talked about on social media before it started. There were 68,743 Tweets mentioning the #StopHateForProfit hashtag between July 1-19, 2020 which was a decrease of 53.96% from the 149,315 Tweets mentioning the hashtag between June 12 -30, 2020.
Methodology: Looking at the volume of new posts 485 Top Advertisers posted on Facebook, Twitter, Instagram, YouTube, and Tumblr between July 1-19, 2020 compared to July 1-19, 2019.
Finding #3: Advertisers Are Not Increasing Organic Posts During The Boycott
There were 31,599 posts that Top Advertisers shared on social media between July 1-19, 2020 which was a -22.36% decrease from the volume of posts they shared during those 19 days in 2019. Brands are not sharing more organic content on social media, to try and make up for the loss of reach, now that they’re running so many less Facebook and Instagram ads.
Methodology: ListenFirst Social Engagement measures the volume of post responses (likes, reactions, comments, shares, retweets, replies) and fan growth on Facebook, Twitter and Instagram around 485 Top Advertisers brands during July 1-19, 2020 compared to July 1-19, 2019.
Finding #4: The Return Of Sports Is Starting To Lift Organic Engagement
While social engagement around Top Advertiser brands had been down –17.97% during July 1-12, 2020 compared to July 1-12, 2019; there was actually 22.10% more social engagement around those brands during July 13-19 in 2020 compared to 2019. That turnaround was largely about Instagram specifically, as there was 22.63% more Instagram social engagement around Top Advertisers brands during the past week compared to July 13-19, 2019.
The NBA, which made up 20.58% of all Top Advertiser social engagement on Instagram between July 13-19, 2020, had a social engagement score of 21,420,835 during that time, which was an increase of 52.7% from the NBA’s Instagram social engagement score during July 13-19, 2019. Meanwhile, the NFL which accounted for 7.53% of all Top Advertiser social engagement on Instagram between July 13-19, 2020, had a social engagement score of 7,831,968 during that time which was a 34.13% increase from the NFL’s Instagram social engagement score during July 13-19, 2020. Around NBA activity in the Orlando restart bubble heating up and around the NFL revealing which players are getting a 99 rating in the upcoming Madden 21 video game; sports both real and simulated is starting to generate more engagement on social media.
Want more information about how ListenFirst can help your brand monitor trends around Facebook, Instagram and the rest of social media? Request a demo today!