As Facebook comes under fire in the U.S. for the fake news and partisan sources that dominated news feeds during the presidential election campaign, the social network's German division is freely admitting that much of what users see can be "dumb" and "meaningless."
The social media giant's new German advertising campaign sounds more like chatter you might expect to hear around the dinner table -- but never in an actual Facebook ad.
The integrated campaign is based on hundreds of self-shot video submissions by users solicited by Facebook, which will be shown on TV as well as on Facebook. Hundreds of Germans responded to Facebook's request for feedback, and they didn't hold back. Here are some samples: "The thing that bothers me about Facebook is all the dumb news" and, "This wave of information that you get through Facebook is usually totally meaningless."
The responses were stitched into the "Make Facebook Your Facebook" campaign by Wieden & Kennedy Amsterdam, which addresses and answers these concerns by owning up to the social network's weaknesses and showing that it's possible to have a better experience.
One spot features users complaining about friend requests "From weirdos who I don't even know… and probably don't ever want to meet" and responds with a demonstration of how to find and use privacy shortcuts.