How Apple’s iOS 14 privacy changes could impact your social media marketing efforts

Apple’s newest operating system – iOS 14 – now gives users more control over how their data gets used and this could impact your social media marketing. The latest update, announced in June 2020, includes more personal and helpful functionality along with some major changes in privacy and data transparency.

These changes will affect brands’ social media marketing efforts.

You now have the option to review an app’s privacy practices before you choose to download:

social-media-marketing-legendary social media vancouverImage source: Apple

Other privacy changes include:

    • Photo Privacy: With iOS 14, when apps ask for access to your Photos app, you can choose to only give them access to select photos rather than your entire Photo Library. 
    • Recording Indicator: Whenever an app has access to your camera or microphone, a recording indicator is displayed at the top of your screen
    • Approximate Location: Rather than having to share your exact location, you can share your approximate location with an app (ideal for apps like news or weather)

The iOS 14 privacy changes will change Facebook advertising effectiveness

If you’re an iPhone user, then you’ve probably already noticed a lot of these changes. But Facebook recently released an article criticizing these changes to policy and how they will impact small businesses and their future marketing efforts. 

Facebook said, “Apple’s policy will make it much harder for small businesses to reach their target audience, which will limit their growth and their ability to compete with big companies”. 

Facebook is specifically taking issue with how these changes by Apple will prevent tailored ads from being presented to potential customers. 

So, what exactly has changed?

Apple IDFA (Identifier for Advertisers) is a device identifier assigned to a user’s device which essentially follows you around the web. Until now, advertisers have been able to use IDFA to track user data (without revealing private information like name and address) in order to target and deliver customized ads. 

With the newest update, apps now have to ask permission to track you across apps and websites:

social-media-marketing-legendary social media vancouver

Image source: Apple

We predict most people will click ‘Ask App Not to Track’ as concerns around privacy have increased. 

How the iOS 14 privacy changes could impact your social media advertising

  • Conversion Campaigns: This update will impact the Facebook pixel and everything connected to it (conversion tracking, targeting and optimization). 
  • Location-based targeting: Targeting consumers based on precise locations will become more difficult.
  • Reporting: Due to the reduced ability to accurately measure ad campaign performance, it may be difficult to gain a clear understanding of what marketing efforts are working which will inevitably drive up marketing costs.

A lot is still unknown about exactly how these changes will impact the future of social media marketing, so as of right now, this is simply speculation. 

There are still a few ways in which you can effectively market to your audience:

  • Focus on collecting emails and email marketing 
  • Focus on Desktop placements for Facebook ads, when applicable
  • Review your Facebook ad reporting data to keep informed on how the changes are affecting campaign performance
  • Put more effort into organic social media marketing to lessen the requirement for paid advertising

Bet you didn’t know that Facebook owns Instagram (and why that matters)

Did you know that Facebook owns Instagram and Whatsapp? Here’s why that matters to your social media marketing. 

 

Facebook owns Instagram and some other stats:

According to the results of a recent survey done by The Verge, few people are aware that Facebook owns Instagram. Here’s what The Verge’s survey found:

47% of people are aware that Google owns Youtube

38% of people are aware that Facebook owns Instagram

29% of people are aware that Facebook owns Whatsapp

12% of people are aware that Amazon owns Twitch

It’s been 8 years since Facebook successfully acquired Instagram – so it’s very interesting to read that people still aren’t aware of the connection between the two social media giants. 

In 2019, Facebook made the effort to make people more aware of which apps they own by slightly rebranding their interfaces. It was as simple as “Instagram from Facebook” and “Whatsapp from Facebook”. Subtle changes = you probably didn’t even notice. 

 

Why does this matter?

In order for us to be a successful social media agency in Vancouver, it’s important for us to have a complex understanding of all the social media platforms and how they work. As part of our work, we create paid campaigns and strategies for our clients on Facebook and Instagram. 

Facebook currently has roughly 2.7 billion active users worldwide, so the opportunity for your business to reach its target audience is massive! 

 

How Facebook ads work with Instagram

Facebook creates an advertising profile for each user by harvesting information – not just basic information from your profile, but interests, behaviours and connections. Facebook also gathers information on what you do on its family of apps (including Instagram and Whatsapp). 

From a marketer’s perspective, this means you can target a very specific audience using this data to generate sales, traffic, leads and more, as well as increasing your brand’s recognition by just using Facebook ads across a variety of platforms (again, including Instagram and Whatsapp). 

The Facebook Ads Manager platform acts as a one-stop-shop for setting up paid campaigns that run on Facebook and Instagram. From here, you can access Instagram and product catalogues. 

 

Let’s talk demographics

OK, now time for us to consider your target audience and the industry you work in. Is it more visual, or information based? Are your products better suited to an older customer? Male or female?

It’s important to set different targeting goals for each channel: Facebook vs. Instagram. The user demographics for each channel vary greatly. More than half of Instagram users are 34 and younger, whereas Facebook’s fastest-growing age group is 65+, but is still prominently used by Millennials and GenXers.

So make sure your target audience and ad artwork are contextual to each other. Otherwise, your ads will fall short and be nonsensical. The best ads blend into your feed so well, you don’t even notice they’re ads.

 

In summary: Why it matters

The big reason why it matters, that Facebook and Instagram are essentially one and the same, is that for advertising purposes, you can seamlessly create and deploy campaigns to each platform, from one central location (Ads Manager). Ads Manager harvests data from your target demographic based on their behaviour on both platforms.

Pretty cool.