Facebook Inc. prides itself on bringing folks a lot closer to each other. Sadly for Facebook, that features a number of the social network’s business rivals.
Snap Inc. and Twitter Inc. are running separate however simultaneous ad campaigns this week with a similar theme: You aren’t your true self when you use Facebook and Instagram.
For the campaign titled “Real Friends,” Snap paid influencers to post quotes regarding friendly relationship alongside the Snapchat logo — on Facebook-owned Instagram. “When we launched Snapchat over seven years ago, it wasn’t regarding capturing the standard Kodak moment, or attempting to seem pretty or good,” the corporate wrote in a blog post, a not-so-veiled shot at its social media rivals.
“We were the weirdos at our high school.”
Twitter was even more direct. In a series of New York and San Francisco subway ads, the corporate place up real tweets from users comparing their Twitter identity to their Facebook or Instagram persona. The tweets sent the impression that individuals are authentic on Twitter — they can speak openly regarding their sexuality, or strike a goofy pose – however that they have to place on a front on Facebook or Instagram.
Both campaigns hit on an equivalent theme, which Facebook and Instagram are where you go to put on a show; Snapchat and Twitter are where you go to be your true self.
The timing of the ads is fascinating. Snap and Twitter have spent years in Facebook’s shadow, and with much smaller user bases and businesses, comparisons to Facebook were seldom a good issue for either company.
But Facebook is an easy punching bag currently. The corporate has systematically mishandled its users’ personal information, been suspect of propagating political and social divisions and drawn the ire from nearly every politician and regulatory body thinkable. There are tons to attack. It’s currently handling a brand new however ongoing antitrust investigation from the Federal Trade Commission.
For maybe the primary time ever, Snap and Twitter aren’t solely welcoming the comparison to Facebook. They’re paying for it.