Eat24, the meals delivery company, will delete its Facebook page at 11.59 p.m., according to the hilarious "breakup letter" it has written to Facebook.
Your blog post, while tongue in cheek (and filled with funny gifs), actually delivers a brutal analysis of how difficult it is becoming for a few advertisers on Facebook. "You lied to us," it says at one point. "It certainly seems like you’ve lost the right path and have become only an ad platform."
The letter was triggered by Facebook’s latest change to its news Feed algorithm, which prioritizes actual news – and posts a large number of friends and family have engaged with – over only chronological display of other’s posts. For advertisers, which has meant that a lot of of their posts go unseen – buried beneath the 1,500 posts that a lot of users get each day, on average.
The only method to ensure everyone who follows a company will dsicover any given post is for a post to go massively viral alone, or for the business to pay to market its posts. That, for most advertisers, is infuriating: They believe people liked their pages to get their messages, and today they can’t obtain messages unless the business pays. Eat24 says:
If that’s true, which means your algorithm says the majority of our friends don’t value sushi porn, that they aren’t thinking about hearing our deepest thoughts about pizza toppings. Are you hearing yourself? Are you aware how ridiculous that sounds? You understand that all those individuals clicked ‘Like’ on our page because it’s filled with provocatively posed burritos and cheese puns, right?
The business even accuses Facebook to be similar to an ad platform when compared to a social networking:
You lied to us and said you were a social networking but you’re totally not really a social network.
It does make us think all you value is money. Why should we must wade through twelve promoted posts about how exactly to lose stomach fat (are you trying to reveal something?) and requests for Candy Crush (NO! Just no.) and suggesting we like our arch nemesis’ page (seriously, WTF) before we are able to finally find an ideal Doge meme, It certainly seems like you’ve lost the right path and have become only an ad platform.
But possibly the issue that Facebook is most sensitive to is whether advertising generates fake Facebook likes. Eat24 goes there, too:
And it’s true, we got a huge amount of new likes on our page. Look at each one of these new friends, we thought. There’s a man in Houston, which guy in… Bangladesh? Which girl in… Dubai? WTF Facebook!?
Facebook spokesperson Brandon McCormick took it on the chin:
Hey Eat24, that is Brandon at Facebook. I was bummed to learn your letter. The world is indeed a lot more complicated than whenever we first met – it has changed. And we used to love your jokes about tacquitos and 420 however now they don’t seem so funny. There is some serious stuff happening on the globe and among my close friends just had a baby and a different one just took the very best photo of his homemade cupcakes and what we’ve come to understand is people value those things a lot more than sushi porn (but if we are in the mood for this, we know how to locate it Eat24!). So we are sorry that people have to part in this manner because we think we’re able to be friends – really we do. But we totally respect you if you want some space.
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