Meta's recent announcement to overhaul its content moderation policies on Facebook and Instagram has had mixed reactions from advertisers and brand safety experts. This decision to phase out independent fact-checkers and introduce "community notes", a feature inspired by recent changes on X (formerly known as Twitter) that allow users to flag potentially harmful content, marks a significant shift in strategy. This move raises questions about its impact on brand safety across these platforms, particularly how it may affect the volume and visibility of harmful content.
Meta's revised approach to content moderation, which was first implemented in the United States, will relax restrictions on specific topics. Automated systems will primarily target serious violations, including terrorism, drug-related content, and child exploitation. This move towards more lenient content policies reflects a broader trend in social media governance, where platforms struggle to promote free expression and safeguard online communities.
Despite potential concerns about loosening content moderation, most are anticipated to maintain, if not improve, their investment in Meta's platforms.
The perception of brand safety on social media platforms is critical to advertisers' investment decisions. According to Kantar's 2024 Media Reactions report, Instagram and Facebook do not rank among the top three platforms regarding perceived brand safety.
However, they are positioned more favourably than X, the latter finding itself at the bottom, with merely 4% of marketers considering it to provide a safe brand environment. This context underscores the landscape of social media, where brand safety perceptions significantly influence marketing and media planning decisions.
As outlined in WARC's Voice of the Marketer survey, approximately 40% of advertisers anticipate brand safety issues will significantly impact their marketing strategies in the forthcoming year. This reflects a growing awareness of the challenges of misinformation and harmful content, emphasising the need for monitoring and strategic agility.
As Meta eases content restrictions, brands face several clear and immediate risks:
With cyber threats increasing, brands are increasingly exposed to risks of their brand being infringed upon, including fake social media accounts and deceptive content designed to undermine brand reputation. In response, it has become essential for brands to leverage advanced technologies and tools, such as artificial intelligence and machine learning algorithms, to monitor social media activities closely.
Implementing these tools is no longer an option but a necessary step for brands aiming to secure their digital assets and to be able to detect fraudulent activities effectively. These tools use technology to scan various social media platforms for content that may negatively impact the brand. This includes unauthorised use of logos, counterfeit merchandise promotions, and impostor accounts attempting to deceive customers.
Our brand protection tools will scan social media platforms for mentions of your brand, helping you identify potential misuse or harmful associations. These tools can sift through vast amounts of data to alert you of any suspicious activity, enabling you to take swift action to protect your brand's reputation.
With these changes at Meta, you must proactively identify and address issues before they escalate. This helps maintain control over the narrative and ensures that public perception remains positive and untainted by external malicious activities.
Integrating these monitoring tools should be considered a strategic initiative. By incorporating them into your digital strategy, ensuring your teams are trained to use these tools effectively, and having a Brand Protection Analyst who can interpret the provided data, you can transform the insights into actionable strategies that safeguard your brand online. This strategic initiative not only helps you protect your brand's reputation but also ensures that your brand remains competitive and trusted in the digital marketplace.
With Facebook and Instagram undergoing policy modifications there are now further responsibilities put on companies to maintain your brand security by using monitoring tools in this ongoing effort to detect and mitigate fraudulent activities.
Brands that adopt a proactive and tech-forward approach towards monitoring will be better positioned to uphold their integrity and customer trust in an increasingly complex digital marketplace.
As Meta shifts its moderation policies, protecting your brand's reputation has never been more critical. Take control with advanced monitoring tools to detect, address, and prevent harmful associations before they escalate.
Talk to our team today to safeguard your brand and build customer trust.
Zara Nethersole
Head of Marketing
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