Eat24 breaks up with Facebook, saying ‘All we do is give, and all you do is take’

Any brand manager who felt a flitter of pain in their hearts when the Facebook changed its algorithm so that brand posts don’t get seen by so many will agree with Eat24’s Dear John letter to Facebook.

Facebook, according to Eat24

“We’d love to say “It’s not you, it’s us” but it’s totally you. Not to be rude, but you aren’t the smart, funny social network we fell in love with several years back. You’ve changed. A lot,” the food ordering brand explains.

This is not the first cheeky stunt from Eat24, who have also (accidentally) shown a bear penis on TV and told users to skip their YouTube ad.

In the open letter to the platform, Eat24 said: “Even if we could figure out your mysterious, all-knowing algorithm, it’s constantly changing, so what works today might not work tomorrow. Posting something that most of our friends see is like biting into a burrito and actually getting all seven layers…never gonna happen. The point is, you’re wasting our time and cock-blocking food porn from our friends. Not cool, Facebook, not cool.

“But the bigger picture issue is that we can’t trust you. You lied to us and said you were a social network but you’re totally not a social network. At least not anymore.

“Why should we have to wade through a dozen promoted posts about how to lose belly fat (are you trying to tell us something?) and requests for Candy Crush (NO! Just no.) and suggesting we like our arch nemesis’ page (seriously, WTF) before we can finally find the perfect Dog meme, It really seems like you’ve lost your way and have become nothing more than an ad platform.”

It goes on to point out that the Oscar selfie would never have gone viral on Facebook.

The letter concludes “So have a nice life and good luck playing Words With Friends alone.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.