The sad cobbler
Welcome to a Monday update from Unmade.
Today: What’s with all the Facebook ads for businesses you’ve never heard of going out of business?
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Facebook and the sad cobbler
In recent weeks I’ve disappeared down a rabbit hole that I’ve come to know as the sad cobbler.
The sad cobbler first caught my attention back in March. In what would be a marvellous case of nominative determinism if he actually existed, his name is Henry Tanner.
Henry popped up in an ad in my Facebook reels.
In front of images of what appear to be AI-generated leather shoes being made, a solemn grey-haired gent tells the camera: “They don’t make them like they used to. But for 40 years we did…”
As the stirring music rises, sad Henry informs the viewer in an American accent: “For over 40 years, we did things the right way… honest, topnotch craftsmanship. Now, we’re retiring, and every pair is 80% off…”
In the text accompanying the ad, it’s no longer 40 years:
“Dear Friends, after 34 incredible years of crafting quality footwear, the time has come to close Tanner Shoes. This moment is bittersweet—filled with cherished memories and pride in every pair we've created.
“Each shoe in our collection represents more than leather and design; it embodies our dedication and the relationships we've built with you, our valued customers.
“As we prepare for retirement, we're hosting a Farewell Sale to find loving homes for our remaining inventory.”
The valedictory message is signed Henry and Margaret Tanner.
Given that the website for Tanner Shoes has only existed for a matter of months, it would seem unlikely that everything is as it seems. After four decades in the biz, Henry’s left it a bit bloody late to discover e-commerce.
My guess is that if somebody bought the crafted shoes they’d be drop shipped a pair of cheaply produced Chinese-made shoes. Or maybe nothing at all.
The behavioural economics is clever. Create the feeling of a bargain, along with the assurance of artisanal old world craft. And create the urgency of a closing down sale.
And once I’d noticed Henry’s ad which began to repeat more frequently after I clicked on it, I began to see others. Many, many others.
To the casual Facebook user seeing what I’m seeing, the economy must seem totally screwed, and full of sad stories involving craftspeople…
Everything from bookmark makers to jigsaw manufacturers are going out of business.
Each accompanied by moving prose and AI-created images. There are coat makers:
And T-shirt makers who can’t decide if their brand is spelled Halska or Halaska
But all with sad stories of being beaten by the odds.
Then there are the businesses moving out of town, Like Elle Melbourne…
… and Everly Melbourne…
And indeed, Aeruna Melbourne..
So many Melbourne boutiques going out of business. And shoe makers…
Even travel pillow makers are falling out of the sky… Like poor old FlyHugz…
I’m not the only one who noticed the trend.
When a sale isn’t really a sale it might be seen as misleading conduct.
On the face of it, the ads don’t feel quite as hard for Facebook to defend as the scammy ones featuring fake news articles about celebs blurting out news of the latest crypto get rich quick scheme.
And I’m sure that, just like the crypto ads, Meta will claim it’s all beyond its control. Who, after all, could police the difference between legitimate bricks and mortar retailer over a dubious drop shipper.
But here’s the thing: once I disappeared down the rabbit hole, and started looking carefully at this type of ad, Facebook recognised my interest and started serving me more and more of them. It began to feel like my feed was nothing but sad stories about small businesses crushed by the economy.
And if Facebook’s algorithm is capable of helping the scammers specifically target those interested in the posts, then it must be capable of recognising the dubious nature of the posts in the first place.
And there’s a wider issue for brands of all types that advertise on social media.
One of the key heuristics of advertising, is to give consumers confidence that a brand is trustworthy and real. That’s why they used to build banks with big marble pillars to signal they were not going anywhere.
But as a consumer, I’ve gradually learned that if I see an ad from a brand on social media, it does not automatically mean I could trust it as legitimate in the same way I would if I saw it in a newspaper or on TV.
If that’s seeping into consumer consciousness more widely - and among the media literate, I’m sure it is - that’s a flashing red alarm light for brands about whether it’s an advertising environment they should be in.
No brand gets uplift by advertising next to a bunch of cobblers.
Update: A spokesperson for Meta adds: “Meta doesn’t want scams on its platforms and we are continuing to invest in tools and technology to prevent them. The safety of our users is of utmost importance, and we continue to work with industry, the government and law enforcement to protect Australians from scams.”
Time to leave you to your Monday.
We’ll be back with more soon.
Have a great day.
Toodlepip…
Tim Burrowes
Publisher - Unmade + Mumbrella
tim@unmade.media
Good article which I also experienced personally in NZ. At a time when my head was spinning I also go sucked into the hole and ordered some clothing, for a business closing in NZ. I got suspicious when it took longer than a few days to arrive by courier and did some more investigation. The clothing did arrive a couple of weeks later...from China. I reported it as a scam on FB.
Yes I noticed these too🥴‼️thanks Tim