What to do when advertising is turned off overnight?

Undoubtedly, the lack of advertising will cause a decline in various indicators such as page reach, but you must not allow uncontroled degradation that will last until paid promotion is restarted.

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By: Viktorija Štukar, Dialog komunikacije

 

Facebook is facing a new problem. The rise in publications of violence and hate has has led to action by several civil rights organizations. Those organizations (Anti- Defamation League, Naacp and Color of Change) on June 17 this year called on the business sector to  "hit pause on hate". Under this pause, they meant the cessation of advertising, which in a very short time joined many popular brands such as Microsoft, Sony, Volkswagen, Ford, Adidas and many others. Given their involment, the consequences of action were felt all over the world, and digital communicators began to ask: What can we do when advertising shuts down overnight?

 

This is our answer based on a tried and tested method on our own skin:

 

1.  Go back to the beginning and study the interests of your audience

Of course, we'll always pay attention to topics that interest our audience and type of posts they'd rather click on, but this is crucial now. Go back a few months and study the posts that had the best organic results and had high engagement whitout additional investment. Then adjust the content accordingly in the next period. Put posts that "must" be seen in background, and focus on those that "want" to be seen.

 

2. Create content that will add value to your audience

Stopping advertising does not necessarily mean withdrawing the budget or stopping all the activities. Use the budget  you have to create content that provides additional information, interesting facts or is used for entertainment only  and put in the effort -  make that extra mile to keep your audience active and growing.

 

3. Encourage interaction

Create interactive posts, and not just by adding one more question mark  at the end of the regular status. An interaction post is not just a question asked in the hope that some  of the users will indeed answer. Study your followers, put yourself in their shose, explore and find a topic and a way to engage them and encourage them to interact with the site and, more importantly, to interact with each other.

 

4. Use contests and influencers

The boycott of advertising applies to Facebook and some other social networks (Instagram, Twitter, Reddit), but this does not mean a complete suspension of online promotion of your brands. Organize a simple contest, collaborate with influencers who will represent the brands well and raise user interest. Get out of the standard box and show that you can always create something new.

 

Undoubtedly, the lack of advertising will cause a decline in various indicators such as page reach, but you must not allow uncontroled degradation that will last until paid promotion is restarted. Rely on your own knowlegde, creativity and experience. Show that you know the essence of the brand you work with and audience you have. the results will not disappoint.