Gender Positive Ads on Social Media: Impact and Influence

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Every now and then, we come across hundreds of posts on social media platforms, especially Facebook. All the posts have an idea behind and target specific group of people. In order to know people’s interests better, Facebook conducted a survey around US audience which clearly depicted that gender positive messaging is doing wonders. It showed that people responded 8-10% more positively to brands that engaged in gender-positive advertising than to brands who did not engage at all. Moreover, the survey represented that women are more likely to indulge in posts that talk about empowerment and gender equality.

Gender Positivity and Impact

After the survey, the following data could be easily extracted:

When Brands Promote Gender Equality Other Than Facebook

  • 48% people feel more loyal towards it
  • 51% of women prefer to shop from it
  • 45% of men prefer to shop from it

When Brands Promote Gender Equality on Facebook

  • 79% women feel more loyal, powerful and positive towards it
  • 75% men feel more positive towards it

The data clearly shows the comparison between brands who promote online and offline. Facebook, being such a huge social media platform, undoubtedly provides reach and results.

Influence and Market Impact

In a world, where women empowerment and gender equality are some of the topmost challenges, people, especially women are ready to follow and support brands who talk about it. The survey stated that 75% of women believe the most important thing brands can do to promote gender equality is to stop portraying women as sex symbols.

For instance, who doesn’t know the #FearlessGirl campaign by McCann Erickson on International Women’s Day… By placing the statue of a young, daring girl in front of the wall Street Charging Bull, the campaign portrayed women as strength symbols and not sex symbols. Within no time, it was across all social media platforms, ranging from 4.6 billion impressions on Twitter to 745 million on Instagram.

Furthermore, it also resulted in urging companies to appoint more women to their boards.


Thus, it certainly forms a part of gender positive messaging.

So, it’s time for marketers to start engaging themselves in social issues, especially gender positive messaging by avoiding stereotypes and sexual objectification.



Source: Facebook IQ