"Brand safety on social media has become more of a minefield over the past few years. When it comes to social platforms, X has set an excellent example of what not to do, unless the goal is to turn away advertisers by the masses. The platform has been on a chaotic trajectory since Musk's takeover in 2022 and the fall of Twitter as we knew it. The figures speak for themselves: X's ad revenue has seen consistent year-over-year declines since June 2022, with the biggest coming in at 27% after June 2024."
"Ironically, Meta was inspired by X's content moderation loosening. At the start of the year, the social media giant announced its plans to follow in X's footsteps, scrapping fact-checking measures and opting to introduce a Community Notes model in its place. "We've seen this approach work on X," Joel Kaplan, Chief Global Affairs Officer had explained. Deciding to loosen content moderation has certainly not turned out to be as chaotic for Meta - many advertisers shrugged their shoulders, and the platform hasn't lost advertisers as a result, despite the pivot. Quite the opposite: in Q2 this year, Meta reported 21% ad revenue growth."
""Maintaining a brand safe environment is crucial for attracting and retaining premium advertisers, building trust with audiences, and promoting long-term, sustainable growth. Brand-safe environments reassure both consumers and advertisers that publishers are committed to quality and integrity, strengthening relati"
Brand safety on social media has become increasingly risky, with platforms showing divergent outcomes after moderation policy changes. X entered a chaotic trajectory after the 2022 leadership change, producing consistent year-over-year ad revenue declines and a 27% drop after June 2024. Meta loosened fact-checking, introduced a Community Notes model, and nonetheless delivered 21% ad revenue growth in Q2. Advertisers still prioritize brand-safe environments to attract and retain premium advertisers, build audience trust, and enable long-term sustainable growth. Maintaining quality and integrity reassures consumers and advertisers and strengthens publisher relationships.
Read at Exchangewire
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