Meta’s recent shift from fact-checking to a community input model has raised questions about potential risks to brand safety on Facebook and Instagram. Some advertisers worry that this change could lead to challenges similar to those faced by X (formerly Twitter), where content moderation inconsistencies drove advertiser concerns. But fear not! I’m here to tell you why Meta properties will remain safe for brands despite moving away from Meta fact-checking — and why Meta can’t afford to mess this up.
Meta’s stake in advertising revenue
Let’s be real: Advertising is Meta’s bread, butter, and entire buffet. In 2024, about 98% of Meta’s revenue came from advertising. Meta understands that its business depends on maintaining trust with advertisers large and small. Facebook and Instagram’s continued success hinges on providing a secure and valuable environment for brands to thrive.
How does Meta’s community input model work?
Meta has invested billions in artificial intelligence and human moderation to create one of the most advanced content oversight systems in the world. While the move to a community input model may seem like handing over the keys to internet trolls and bad actors, it’s actually adding another layer of nuance. Community input allows Meta to crowdsource insights while still leveraging AI and human moderators to address harmful content effectively. The result is a balanced system designed to ensure safe and trustworthy environments for both users and advertisers.
Benefits of Meta community input
The community input model is an opportunity to strengthen content evaluation, not weaken it. It’s like crowdsourcing a neighborhood watch for the internet. Sure, there’ll be some overzealous hall monitors, but this approach also brings in local perspectives and insights that centralized teams might miss. For local advertisers, this means your content is more likely to show up in a context that feels relevant and trustworthy. Plus, who better to help shape the digital landscape than the people actually living in it?
Why Meta will be different than X
Though Meta and X both dropped their fact-checking models, the results differ significantly. X’s struggles with advertisers stem from inconsistent leadership and unpredictable policies, which eroded trust. Meta’s approach, by contrast, has been steady and transparent. Meta plays nice with advertisers, offering tools like Brand Safety Controls, Placement Exclusion Lists, and Inventory Filters, giving advertisers control over where their ads appear. These proactive measures demonstrate Meta’s ongoing commitment to fostering a brand-safe environment and minimizing risk for advertisers.
Brands can continue to advertise on Meta
Meta’s pivot isn’t about throwing caution to the wind; it’s about adapting to a more community-focused digital world. It reflects an evolution toward a more collaborative and localized approach. Meta’s reliance on advertising revenue combined with its proven track record of innovation in content moderation ensures that Facebook and Instagram will continue to be reliable platforms for advertisers.
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