For companies whose entire livelihood depends on finding customers through Facebook and Instagram ads, the prospect of joining a boycott of those platforms raises a unique dilemma.
But for companies whose entire livelihood depends on finding customers through Facebook and Instagram ads, the prospect of joining the boycott raises a dilemma.
Unlike big, established brands, which can afford to pause their ads for a few weeks — and which may already have beenamid a general economic downturn — DTC start-ups often need the sales they get through social channels to fund operations. Few would wish to have the decision not to boycott treated as a statement of its own. The Times contacted more than two dozen DTC companies for this story, but most did not reply.
Beauchamp said the company spends millions of dollars each year on marketing and more than half of that has gone to Facebook. Still, she said, it was “a quick and easy decision.” “We kind of want to see what direction it goes in,” Hosford said. “What we’re acting on is that we believe that social media platforms need to do more to stop the spread of misinformation and hate speech. That’s what we support. If the campaign continues to really clearly support that, we’re likely to stay involved.”
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