Facebook down; Internet explodes

I wonder what the loss of revenue is when Facebook goes down?

Not for Facebook I mean, though I’m sure it causes employees and shareholders considerable grief, but for the people who use it.

I don’t know if there’s any kind of public figures or even estimates for the number of Facebook ads being run, from the massive political and government advertising that makes up a huge proportion of their income (again, figures are hard to come by, even with more transparency on political advertising in some countries) to a single person local business spending a very small amount of money to engage a few new customers.

Of course, anyone who pays for advertising doesn’t (or shouldn’t) lose money while Facebook is down – though if you did, I suspect there’s no legal comeback. However, if you’d planned an ad to coincide with a particular timescale, public holiday, or offer at your own business, every moment that ad isn’t being seen is a moment where you aren’t getting in the customers that you wanted.

Also, the whole world of professional influencing has a problem when Facebook and Instagram aren’t up and running, since that’s a very fast-paced world for views, likes and attempts to manipulate the algorithm. It’s also a very sink or swim world for many people trying to make money off it – for every multi-million follower multi-millionaire beauty blogger there are thousands of small-scale influencers chasing six or seven revenue streams to make up one pay cheque. Losing out on those views, especially views promised to a particular sponsor, could do a lot of damage to their career.

This kind of dependence on one digital service is not new, nor is it something I’m criticising people for (on a professional level, I’m waiting for a Facebook ad to be put together, as it has to go out soon or conflict with another marketing campaign. It’s certainly not career or business-damaging but it is frustrating.) But it is interesting to think how much industries and lives can be affected by this.

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