Wix’s negative ad campaign targeting WordPress sparked a strong backlash online. Promotional Bose headphones sent to developers and online marketing influencers as part of the campaign did not prevent the recipients from publicly questioning the effort to promote with a negative slant.
The campaign failed to convert members of the WordPress community to appreciate Wix. Instead, it appeared to backfire, resulting in numerous negative reactions toward Wix.
The Update Button of Doom – You Deserve Better
The campaign seemed to revolve around depicting WordPress in an extremely negative light, using the context of a web developer seeking help for a mental health crisis.
An illustrative video, titled “The Update of Doom,” features a web developer in psychiatric counseling, implying that WordPress is so problematic that it necessitates psychiatric help.
Screenshot From Wix Attack Ad Portraying a Web Developer in a Mental Crisis
The choice of portraying WordPress amidst mental health distress is curious, especially during a time when many people are experiencing pandemic-related mental health crises.
According to the Kaiser Family Foundation:
“During the pandemic, about 4 in 10 adults in the U.S. have reported symptoms of anxiety or depressive disorder… up from one in ten adults who reported these symptoms from January to June 2019…
…During the pandemic, a larger-than-average share of young adults (ages 18-24) report symptoms of anxiety and/or depressive disorder (56%). Compared to all adults, young adults are more likely to report substance use (25% vs. 13%) and suicidal thoughts (26% vs. 11%).”
In the Wix ad, a psychiatric visit is staged for comedic effect by portraying WordPress as an insensitive person causing mental anguish.
Some view the ad as trivializing mental health by using it comically, especially since WordPress is portrayed as a grotesquely ill person with spinning eyes.
Screenshot from Wix Attack Ad Portraying WordPress With Eyes Spinning in their Sockets
Wix portrayed WordPress as a grotesquely ill person, with eyeballs spinning around in their sockets
And this was just one of several ads staged as a mental health crisis.
Some YouTube responses expressed disapproval:
“It’s surprising that Wix isn’t embarrassed to post content like this. Who in the world thought that this was a good idea?”
“WOW, how low can you go, this is called the bottom of the barrel”
“Shame on you Wix. I’ve never considered using your services, and never will.”
Search Marketing Community Responds on Twitter
Reactions on Twitter were similar, where Jon Henshaw expressed his disapproval of the negative advertising approach, suggesting that only inferior products are marketed in this way.
Watching this anti-WordPress campaign by Wix and all I can think about is how much they’re asking the universe to hack them and how embarrassing that’s going to be for them. Also, I really dislike this marketing approach. Typically, I only see inferior products market this way.
— Jon Henshaw (@henshaw) April 7, 2021
Jon also noted that the campaign might have undermined any goodwill Wix had built within the SEO community:
What’s interesting to me is that for the past year or so there was a sentiment that Wix was courting SEOs and improving itself.
By shitting on WP, a beloved and oft-used CMS by many SEOs, it erases any goodwill created. And many of us SEOs influence which CMS a business chooses.
— Jon Henshaw (@henshaw) April 7, 2021
Wix Campaign Described as Distasteful
Shelly Fagin, who received the headphone promotion, tweeted that she expected positive information about Wix but was instead met with a negative attack campaign. She called it distasteful.
As a headphone receiver, I was totally confused by it all. I expected to be provided info about new features and/or fixes that would make it more appealing to me. I’m not a fan of bashing others to promote myself so it felt very distasteful to me.
— Shelly Fagin (@shellyfagin) April 7, 2021
Michelle Lowery also disapproved of negative messaging:
Wow. I hadn’t seen any of those videos yet. This reminds me of politicians going the negative campaign route. Don’t tell me how awful the other candidate is. That means nothing. Tell me what *you’re* going to do for me. I can decide for myself without the mud slinging.
— Michelle Lowery (@MichelleDLowery) April 7, 2021
Matt Mullenweg, Founder of WordPress Responds
Matt Mullenweg, founder of WordPress, responded by highlighting that other site-building competitors of WordPress support exporting websites to other platforms, while Wix traps users within their ecosystem.
Matt Mullenweg said:
“Wix is a for-profit company… whose business model is getting customers to pay more and more every year and making it difficult to leave or get a refund. (Don’t take my word for it, look at their investor presentations.)
They are so insecure that they are also the only website creator I’m aware of that doesn’t allow you to export your content, so they’re like a roach motel where you can check in but never check out. Once you buy into their proprietary stack you’re locked in, which even their support documentation admits…
So if we’re comparing website builders to abusive relationships, Wix is one that locks you in the basement and doesn’t let you leave. I’m surprised consumer protection agencies haven’t gone after them.”
Positive Campaigns and Goodwill
A hallmark of a valued brand is the goodwill extended by customers and non-customers alike. The response to the Wix ads was largely negative, with many expressing disappointment in the approach taken.
Citations
Response by WordPress Founder Matt Mullenweg:
Wix and Their Dirty Tricks
Watch the Wix Negative Attack Ad: The Update of Doom
