July 15, 2020
gender-positive facebook ads

Facebook Says Women Prefer Ads that Don’t Objectify Them

A new study finds that empowering, gender-positive Facebook ads work much better for brands than ads portraying female sex appeal…

Facebook just released a new survey which reveals that gender-positive ads earn more business than those which objectify women. “When Facebook IQ showed ads to a group of US research participants, we found that women were almost twice as likely to say they wanted to watch a related movie trailer when they saw an image they felt projected female empowerment versus female sex appeal.”

Gender-Positive Facebook Ads Earn a Higher ROI

The study also finds that when brands promote gender equality, 48 percent of men and women reported feeling more loyal to them. Also, 51 percent of women participants stated they prefer to shop from such brands. (And, 45 percent of men said the same.)

When brands promote gender equality on the social network, 79 percent of women reported feeling more positive about those businesses, while 75 percent of men reported the same.

Furthermore, the study found that 75 percent of women participants believe the single most important thing to portray is gender equality, not promote females as sex symbols.

An analysis of Facebook posts reveals U.S. consumers respond 8 to 10 percent more favorably to brands who engage in gender-positive advertising in the past year. Brands which did not participate in gender-positive advertising experienced less enthusiastic engagement.

The company performed a sentiment analysis of aggregated, anonymized U.S. Facebook posts. That analysis found in a comparison to ads which featured female athleticism or encouraged girls and women to study math and science, performed significantly better than ads which did this less or not at all.

Facebook also states it discovered women are 1.85x more likely to show interest in watching a movie trailer after seeing an ad depicting a woman firefighter than an ad containing an image of a woman in revealing clothing. 

The survey, conducted by Qualtrics, included 1,547 people in the United States, ages 18+.

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