New Facebook research: Sellers should pay attention to diversity and inclusion when placing ads!

People around the world want to see more authentic and accurate depictions of the true diversity of their communities, including race , gender , sexual orientation, and people with disabilities , and these expectations apply to brands’ marketing efforts, such as online campaigns.

To explore people’s attitudes towards online advertising and the impact of diversity and inclusion on the effectiveness of online advertising campaigns , Facebook recently conducted a study. Let’s take a look at the results!

1. Online advertising is not immune to misrepresentation and underrepresentation

Facebook, together with the Geena Davis Gender Media Institute , studied a sample of 1,022 global Facebook video ads and found that negative biases and stereotypes still exist in online advertising, such as women being 14.1 times more likely to appear in revealing clothing than men.

Underrepresentation is also an issue in online advertising, with certain groups often left out. For example, the disabled community was represented in just 1.1% of the ads examined , and the LGBTQ+ community was represented in just 0.3%.

2. People want brands to do better

Facebook commissioned Ipsos to survey 1,200 people aged 18 and over in Brazil, the UK and the US who use Facebook regularly to understand attitudes towards online advertising representation.

About half of consumers surveyed ( 54%) said they do not feel adequately culturally represented in online advertising, and the majority (71%) expect brands to promote diversity and inclusion in online advertising.

3. Diversity and inclusion benefit brands

Online campaigns with more representation tend to have higher ad recall than campaigns with a single traditional representation.

The survey found that being representative of a brand can help increase purchasing power and loyalty. About 59% of consumers said they are more loyal to brands that advocate diversity and incorporate online advertising, and 59% said they are more willing to buy products from these brands.

In summary, digital channels are currently facing challenges of misrepresentation and underrepresentation, and sellers should also be aware of this when placing advertisements and strive to make activities more diverse and inclusive, so as to establish stronger connections with consumers, bring business benefits and have a positive impact on society.

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Online Advertising

Diversity

Inclusiveness