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An important note to clarify Meta’s implementation of Community Notes: It will not display Community Notes to paid ads.
Whether they will be allowed to be added to paid celebrity and influencer endorsements remains to be seen.
Meta’s decision to go to Community Notesand get rid of third-party fact-checkers, caused widespread backlash and concern among ad partners, given the impact the same change had on X’s advertising.
But Meta is trying to convince ad partners by implementing some variations in its approach.
As reported The Wall Street Journal:
“Meta told advertisers that Community Notes will apply to organic posts, not paid ads, but its official messages did not go into detail about non-promoted posts from brands and influencers.“
This contrasts with X’s approach, which allows Community Notes to be added to any post, paid or not.
Which leads to situations like this:
Which makes these advertisers justifiably not so happy, but X owner Elon Musk says he’s willing to accept a potential drop in revenue, in favor of the greater truth.
Although with an income of Xa a decrease of 60% compared to the previous yearwhich is likely to result in significant loss, this approach may change in the future.
However, from a moral point of view, this is undoubtedly a better approach, providing greater transparency in advertising. But apparently Meta is not so willing to take the associated risk and the impact it could have on its key revenue stream.
So advertisers can breathe a sigh of relief, although marketers may still have some concerns, especially for branded content.
Meta allows advertisers to pay influencers to promote their products, with branded content tags attached for transparency. And Meta did not clarify whether they will also be exempted from Community Notes, after Meta implements them.
I doubt it will, since it’s another key element of Meta’s broader ad business, even if the company doesn’t directly benefit from such campaigns. But if Meta wants to maximize its ad revenue, this is another consideration, and it will be interesting to see how Meta approaches this element when its Community Notes go live, which is expected to happen in the next few weeks.
But actually, even Meta itself doesn’t have all the answers yet. The rushed implementation of Community Notes, to appease President Trump, has not yet been mapped out, and Meta hasn’t even figured out all the details of what it will mean and how it will launch an effective community system for its 3 billion users.
It will be a much bigger undertaking than it was on X, which is still refining its own approach to Community Notes.
In other words, everything is in progress, and we will find out all the details as well as the Meta.