For the first time, a comprehensive report on the joint steps taken by major social media platforms (Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, and Pinterest) in addressing problems like inciting hatred and graphic content has been revealed.
The World Federation of Advertisers (WFA) has released a new study that ranks brand safety success across all seven major social media channels. The reason for this is to aid in the integrity of the media supply chain and to assist advertisers in deciding where to invest their hard-earned advertising dollars.
The study, which was released by the Global Alliance for Responsible Media (GARM), a cross-industry project of the trade organization that aims to discuss how advertising supports negative content online, subjected to provide a shared structure for the whole advertising world.
The report’s goal is to act as a baseline, tracking the progress social media firms are making in regulating their networks.
The GARM Aggregated Measurement Report is founded on publicly available first-party data and compliance reports from companies including Facebook, Snap, and Instagram. The WFA then compiles this information into four main questions that advertisers will use to evaluate their success over time.
The WFA expects that the study will present a unified and centered structure for ad industry leaders to make better impactful advertisement investment strategies.
The aggregated data shows that the amount of offensive material deleted in the 1st and 2nd halves of 2020 from platforms stayed constant, with 3.3 billion bits of data – including videos and photos – expelled for breaching social media site guidelines. Around 80 percent of the content pieces were deleted because they fit into spam, inappropriate materials, offensive language, and acts of violence categories. According to WFA reports, the number of user accounts suspended for infringing content has increased across the digital spectrum. Over 30% on average accounts were deleted across all sites that took part in the study and exchanged data during the first 6 and last 6 months of the year 2020. Whereas, some networks reported deletions of up to 14.9 million accounts. This increase on accounts deletions was 40 percent for YouTube.
The data also revealed a rise in platform lack of action on inciting hatred and acts of violence throughout sites, along with a brand strike in June that showed some of the world’s largest advertisers halt social media spending to bring pressure on big media to address the issue.
The WFA noticed increased compliance throughout platforms’ shared statistics. These contained YouTube’s advancements in this field, specifically with account removals. Facebook, also, decreased the level of offensive speech on its platform, reporting a 20% decrease from third quarter to fourth quarter in 2020.