How Facebook is trying to save its own brand by canceling its use

It was a brand tax, this is how Facebook employees refer to every association of the Facebook name with other company services. Tax means the negative impact that the Facebook label has on the connected services and their popularity. And so this long-standing label had to go off the scene.

Meta as a cure for trust

If the term “tax per brand” is used, it is precisely the negative impact of every Facebook word that has appeared on the connected services. This was based on the decision of the founder of this social network. So Instagram, Messenger or WhatsApp had to save that they come from and are actually connected to Facebook. According to inside information, at the time (written in 2019) when Mark Zuckerberg decided on this connection, there were clear votes against. And they talked mainly about the fact that the Facebook logo or reduces trust and discourages people from using it. The negative perception of Facebook was fully triggered three years earlier,when society failed to cope with its evil role during the presidential election and in particular to prevent it.

Mark Zuckerberg, when adding and adding the suffix Facebook to all basic services, thought that these Less conflicting and much more trustworthy products have come back to the forefront of Facebook itself. Especially when it comes to the relationship of trust. However, this model did not work and so Meta appeared on the scene. It was supposed to be inspired by a similar step by Google, which created the Alphabet in 2015. Today, however, no one even knows what it is and everyone uses the Google label. The artificial insertion of the new name simply did not work after years of a fixed logo. Unfortunately, Facebook has taken the same path.

In 2019, when Facebook was also introduced to the Instagram name, the service was hit quite hard by this connection. Internal evaluations clearly assumed this, because young people, as the largest portfolio for Instagram, perceived Facebook negatively. And it doesn’t matter that they are interconnected and mutually controlled companies. Instagram submitted a marketing report at regular quarterly evaluations reports showing that linking the label from Facebook is causing harm. So came the ideas to make Facebook’s name smaller, to change its font, its shades. Finally, this link was broken. Just the only way to keep Instagram with growth potential it is paradoxically not to officially associate it with the parent company.

Analysis of Facebook itself shows a decline in interest and therefore active users reached 13% since 2019. The well-known portal The Verge goes even further in its forecast, which, despite the new Mete, estimates that in the next two years Facebook will experience a record decline of up to 43%. And that would be a noticeable blow. An estimate of the age limit and interest in Facebook is important for this. People born since 2000 will probably no longer join Facebook or, if so, in small numbers.

We’ll see in two years the extent to which Meta has become a lifeline for the brand or, in fact, has failed to avert the decline that Facebook has been slowly embarking on since 2016.