Facebook plans to spend more advertising in order to improve its image and trust in its brand following recent privacy concerns about the social network, the Wall Street Journal reports. Marketing chief Antonio Lucio said the push could more than double the company’s advertising spending and will involve working with a revamped roster of creative agencies on campaigns for brands including WhatsApp and Instagram.
Facebook has already begun its effort to rebuild trust with consumers, according to Lucio. The company recently redesigned its mobile app and website to shift from an open public forum to a more private network with encrypted communication in closed groups. Last year it aired an expensive apology ad campaign to repair its image among people upset about the proliferation of fake news on Facebook and Russia’s use of the platform as it tried to influence the US election.The overhaul of the consumer-facing strategy could more than double Facebook’s advertising spending in two to three years, Lucio said. Facebook declined to disclose how much it spends on advertising. Ad-tracking firm Kantar estimated that Facebook spent USD 382 million on ads in the US last year, up from USD 50 million in 2017.
An early example of the new approach is the company’s “Facebook More Together” ad, created by Wieden + Kennedy, which launched two months ago and encourages people to join groups for meaningful experiences. The company plans to tell stories in similar ways for its other brands.
