Author: Terry Cane

As reported by The BBC, both Google and Facebook failed to remove a large percentage of fraudulent ads from their platforms. The former failed to remove 34% of reported ads, while the latter failed to remove 26%, according to a report from consumer watchdog Which?. More concerning, however, was the fact that of those who fell victim to a scam ad, 43% of people didn’t report it.

In Facebook’s case, it was because they doubted anything would be done. A fair assessment, given the social network’s completely uneven enforcement of community standards and complete lack of customer support. With Google, it was because the victim had no idea how to report the scam.

“Tech giants, regulators, and the government need to go to greater lengths to prevent scams from flourishing,” Which? consumer rights expert Adam French told BBC. “Online platforms must be given a legal responsibility to identify, remove and prevent fake and fraudulent content on their sites… and the government needs to act now.”

The lack of reporting isn’t the issue here, though. The problem is that although advertising has functionally been on life support for years, nothing tangible has changed. Even though 96% of people don’t even trust ads, advertisers and ad networks are still chugging along just like they always have.

There needs to be more regulation. Advertisements need to be held to a higher standard. And perhaps most importantly, platforms like Facebook need to stop dodging accountability for spreading harmful content. 

And it’s not just scams that are the issue. Malvertising remains one of the most common delivery mechanisms for malicious software, and simultaneously remains one of the best justifications for using ad blocking software. Moreover, as noted by the Sophos 2021 Threat Report, two new tactics have been circulating lately. 

• Fake alert attacks. These technical support scams attempt to convince the user that they’ve been locked out of their computer or try to drive them to contact a fraudulent helpline. 
• Fleeceware. Shady application developers are charging a premium for basic applications, and malicious advertisements help direct potential victims to their scams.

It never had to be this way. Advertisers could have taken to heart the myriad issues people have with ad networks. Platforms like Facebook and Google could have practiced greater accountability and exercised greater control over their ads. 

Instead, what we have is an industry that’s in even more dire straits than ever before. We have paid advertisements that generate questionable returns and an entire generation of consumers who view advertising as just more spam. If that’s to change, there needs to be better reporting, more effective removal of bad ads, and overall better quality control.

Because without these elements, advertising deserves to die.

Creatives don’t get enough credit. 

On at least one occasion, every artist has been told that they should look for a “real job.” In the face of such attitudes, it’s easy to grow discouraged. It’s easy to think that no one could possibly be interested in buying what you’re selling.

But that’s far from true. The value of art goes beyond what it can do for a business. And whether you’re a freelancer, an entrepreneur selling their crafts online, or a business-minded creative who wants to start their own studio, you can find success with some hard work, a bit of luck, and (perhaps most importantly) an effective marketing strategy.

Let’s go over a bit of advice to help you get started. 

Have a Plan

Think carefully about what you want to do, the audience you want to reach, and where you want to reach them. A Facebook crafting group, for instance, will have different priorities than an Instagram influencer. Each will require a different approach and may be interested in other elements of your portfolio. 

Make a List

Especially for a first-timer, marketing can seem overwhelming. By looking at projects not as singular, monolithic entities but collections of smaller tasks, you’re giving yourself some space to breathe. More importantly, you make it easier to justify taking a break since you can actually see measurable progress.  

Build Relationships

Creating a more substantial presence in your local art community and beyond starts with collaboration. Working with other artists ensures you have people you can bounce ideas off. Someone who’s more entrenched in the community can also offer you valuable advice about getting yourself established while also recommending your work to others. 

You can (and should) collaborate with more than just the people who share your craft, too. For example, let’s say you’re an artisan who makes custom ceramics. You might consider approaching a photographer, offering them your services in exchange for theirs. 

It’s a win for both creators. 

Don’t Settle

There’s no point putting time or effort into marketing if you’re using improper techniques or cheap materials. No one wants to buy a product that looks terrible or breaks in an instant. You need to make sure you can quickly produce quality work and price it competitively. 

To be fair, this one might go without saying. After all, most people who seek a career in a creative field tend to be extreme perfectionists. And almost every creative has a small mountain of unacceptable’ projects that will never again see the light of day. 

Create a Unique Brand

Creative markets are now more oversaturated than ever, meaning it’s difficult to set yourself apart. The best advice we can offer here is to look at what others in your market have done and think about how you can do it better. You might consider looking at online reviews for weaknesses in competing products or simply studying how leading professionals do their work.

Products aside, you also need to create a brand for yourself. When someone looks at your products, you want them to think of not just your artwork, but you. 

Build a High-Quality Website

Contacting you or purchasing your art should be seamless and secure regardless of the user’s device. Your website is the first impression any customer will have of your artwork. You do not want that impression to be tainted by poor mobile optimization, terrible performance, or bad design. 

Above All, Just Be Human

Often, when a creative starts plying their craft professionally, they lose something. They stop putting as much of themselves into their art, instead focusing on what sells. Don’t fall into this trap. 

Do not be afraid to add personal work to your portfolio. Passion and a personal touch together can be incredibly magnetic. Never lose sight of that, and never forget what made your art great in the first place.

Finally, when you’re taking your first steps into the world of ecommerce, be kind to yourself. Everyone makes mistakes. People are imperfect; it’s part of the beauty of life. 

The difference between someone who’s successful and someone who isn’t is not that the former doesn’t make mistakes — it’s that they learn from those mistakes. 

German automotive manufacturer Volkswagen has, reports Mashable, learned exactly how not to approach April Fool’s Day as a brand. On March 29, the automaker’s U.S. subsidiary claimed that it would be rebranding itself to Voltswagen of America as part of its commitment to sustainability. It even published a full press release on the change. 

Get it? Volts? Like electric cars? Do you get the joke? 

One day later, The Wall Street Journal reported that no, the company is not planning a rebrand. The announcement was, in fact, part of a marketing campaign for the company’s recently-released ID.4 electric SUV. Reportedly, the renaming was meant to be ‘playful and fun.’ 

The joke fell flat on its face for several reasons — and each of these lessons can serve as a valuable lesson for marketers. 

Know Your Brand’s Reputation

Volkswagen’s reputation where sustainability is concerned isn’t exactly clean. As reported by MIT News, the company spent years lying about its vehicle emissions, even going so far as to install devices designed to break emissions testing in its cars. Environmental conservatorship is not something a brand with Volkswagen’s history should be joking about. 

Mashable’s Jack Morse noted that when accounting for Volkswagen’s history, this publicity stunt’s message appears to be that it views green energy as a joke. 

Stay In Character

Some brands are built on comedy. They make a name for themselves on social media by being sarcastic, irreverent, or simply absurd.  Their personalities are geared towards millennials and Generation Z, and they remain consistent in never taking themselves seriously unless they absolutely must. 

Denny’s is a perfect example of this, regularly posting bizarre content on its Tumblr page that its target audience can’t help but enjoy. Wendy’s also exemplifies this trend, regularly roasting both its audience and its competitors. If either of these brands did something ridiculous for April Fool’s Day, no one would bat an eye. 

If a brand that was known for generally taking things seriously suddenly turned around and started trying to make bad jokes, though? That’s jarring. It’s another reason the Voltswagen stunt failed so spectacularly.

It came completely out of left field and was in no way consistent with Volkswagen’s previous online behavior. 

We aren’t saying your brand shouldn’t occasionally do something fun, nor are we trying to claim that there’s no place for corporate April Fool’s jokes, just that those jokes should be appropriate for your brand. They should be something your audience would actually find funny. 

Avoid Mixed Messages

Volkswagen wanted to have its cake and eat it too. It tried to do something ‘fun’ for April Fool’s Day, but it also wanted to advertise its new product. Unfortunately, the result was a jumbled mess that pulled the audience in two directions at once.

When you’re planning a marketing campaign, stick to a few core, interrelated objectives. Keep your messaging concise and focused. Because the more mixed signals you put out, the likelier you are to stumble headlong into a media circus. 

Just Don’t Overdo It

Ultimately, there’s a time and a place for comedy. As a marketer, you need to learn to recognize that. Otherwise, you’re bound to make the same mistake as Volkswagen’s marketing team. 

Nobody’s perfect. Everyone from the freshest intern to the highest-paid CEO makes mistakes now and then. Yet many of them seem incapable of what comes next — apologizing and resolving to be better. 

Recently, we’ve begun watching a YouTube channel called Observe.  Hosted by professional body language analyst Logan Portenier, one of the channel’s primary content streams involves analyzing influencers’ apologies for everything from ignoring COVID restrictions to being party to unsavory behavior. Perhaps unsurprisingly, most of these apologies share a common theme.

They’re entirely insincere. 

A BluePrint For An Ineffective Apology

If you’ve spent any time following the recent controversy surrounding YouTuber David Dobrik and his group “The Vlog Squad,” you’ve doubtless seen shades of this. As reported by Mashable, Dobrik has himself posted two separate apology videos. We’re not going to get into what transpired, as in addition to being triggering for victims of assault, it’s not our focus here. 

If you’re interested in learning more, you can read the article we linked above. Instead, we’re going to look at what Dobrik did wrong in both cases. Because together, they form a very effective framework for how not to apologize for a brand crisis.  

In Dobrik’s first video, which fans and critics have widely panned, his mistakes are glaringly evident. 

• Sweeping it under the rug. The apology was posted to Dobrik’s Podcast channel, Views, rather than his official channel. The former has only 1.7 million subscribers as opposed to the latter’s nearly 20 million. 
• Dodging the issue. Dobrik never directly addressed the allegations against his brand, instead speaking in vague terms about consent. 
• No dialog allowed. Despite the video being titled Let’s Talk, Dobrik disabled comments. 
• A lack of commitment. The total length of the video is only two and a half minutes. Given the seriousness of the allegations against The Vlog Squad, most felt that was nowhere near enough time. 
• Obligation, not authenticity. Portenier refers to Dobrik’s apology as “hollow,’ noting from his body language that it’s clear Dobrik doesn’t seem to particularly care about rectifying the issue. 

Unsurprisingly, this video was not well-received. After losing over 100,000 subscribers and multiple brand partnerships, Dobrik posted a second video a week later to his main channel. He did a lot of things right this time. 

He owned the fact that he messed up. He at least appeared genuinely remorseful. He asserted that moving forward, he will be implementing checks and balances so that something like this need not happen again and has delisted the videos associated with the controversy.

But he still made mistakes. 

• Too little, too late.  Instead of getting ahead of the issue, Dobrik waited until he began suffering direct and severe consequences from the controversy. This has led some to assert that the YouTuber isn’t actually sorry that any of this happens, only that it’s directly impacted him. 
• Poorly-staged. As some have noted, Dobrik went to great lengths to look pitiable, being close to tears, appearing disheveled, and filming his apology from the floor. 

“If [Dobrik] had come out and immediately apologized and immediately went to the people, that would at least show that he [recognized and owned up] to his idiocy,” Portenier notes in his analysis of the second apology. “Dobrik’s apology is genuine [but] perhaps for the wrong reasons.” 

Why Should Your Brand Care About Apologizing?  

In Dobrik’s case, the degree to which he mismanaged his apology has damaged his brand, perhaps irreparably. Just two days after his second video, YouTube demonetized his channels. Insider reports that Dobrik has, as a result of the controversy, lost nearly everything (content warning: SA).  

Per a study published by Science Daily, economists found that people are over twice as likely to forgive a brand that genuinely apologizes.  As reported by The New York Times, when a doctor honestly admitted their mistakes to patients, they were significantly less likely to take legal action. A good apology, in other words, costs nothing. Ignoring a problem or failing to apologize, meanwhile, can cost you everything. 

As for what’s involved in an effective apology, let’s refer back to Dobrik. 

• Recognize the problem as soon as possible. The sooner you realize you messed up, the better.
• Don’t try to dodge accountability. Be honest about what went wrong and why. 
• Show that you genuinely care. Don’t just say you’re sorry. Mean it. 
• Resolve to be better. Explain what you’ll do to improve in the future, and don’t make promises you can’t keep. 
• Explanations, not excuses. Don’t try to go into the reasons things went wrong. 

Everyone makes mistakes, even the most prominent brands. The capacity to recognize and apologize for those mistakes can be the difference between repairing one’s reputation or damaging it beyond repair. 

Interaction is at the core of social media. Reactions on Facebook. Likes and Retweets on Twitter, Likes and Dislikes on YouTube.

It turns out that last one’s due for a change — a change literally nobody wanted.

“In a response to creator feedback around well-being and targeted dislike campaigns, we’re testing a few new designs that don’t show the public dislike count,” YouTube announced on its official Twitter on Wednesday. “If you’re part of this small experiment, you might spot one of these designs in the coming weeks.” 

It’s fortunate for YouTube that Twitter doesn’t have a dislike button. The announcement has been met with almost universal derision from some of YouTube’s top creators, and the only place we’ve seen even the remotest amount of praise for the decision are publications that likely aren’t even on the platform.  We cannot help but wonder who asked for this. 

Because it certainly wasn’t the creators who have for years been YouTube’s bread and butter.

YouTube’s reasoning for the decision, explained in a community forum post, makes very little sense. According to the company, the decision is intended to protect creators from targeted dislike campaigns. Said creators will still see the exact number of likes and dislikes in their studio, but the ratio will otherwise remain invisible to others.

The problem is that this ratio has long been a measure of content quality. Good content — informative, entertaining, fact-based, and valuable — accrues more likes, while bad content trends in the opposite direction. There’s also one other tiny detail YouTube is fecklessly side-stepping with this charade.

Its copyright claim system is utterly broken and has been for years. Even a cursory search brings up countless stories of creators who saw their livelihoods destroyed via fraudulent claims. There are multiple ‘creatives’ who are infamous for this, and BBC reports that extortionists regularly abuse it. 

The problem is that the entire system puts the onus of proof on the creator. The person filing the claim barely has to prove a thing. And if more than several videos receive copyright strikes, YouTube terminates the channel that uploaded them. 

And all this happens before the channel’s owner even has an opportunity to defend themselves. 

Jim Sterling, a reviewer and journalist with nearly one million subscribers, was subjected to so many fraudulent copyright strikes that Youtube implemented protections against it. Yet, that still didn’t stop a developer from recently attempting to get their channel removed from the platform. They only managed to reinstate themselves by threatening legal action, reports Heavy, and the man responsible is still filing copyright strikes against them.

If YouTube is actually interested in preventing “targeted harassment,” it needs to listen to its creators. It needs to address the actual vehicle through which people are being harassed and abused on its platform. It needs to get rid of ContentID and fix its fundamentally broken copyright system.

Until it does, it doesn’t matter how much it says it wants to protect its creators; it’s just shouting empty words into the void.