In 2019, 74% of Americans did not know Facebook was compiling their personal interests. 51% of those Americans we uncomfortable by Facebook compiling this information.
Apple released iOS 14.5 in May 2021, a major update to its software. This release was widely praised by privacy groups and generated buzz among advertisers and app developers. The ability for users to opt out of tracking has affected the detailed targeting data previously accessible in Facebook ad campaigns.
App Tracking Transparency Framework (ATTF) is the feature that’s at the heart of this update. Apps must ask users permission to track their data through third-party websites and apps before any tracking can be done.
Beginning with iOS 14.5, iPadOS 14.5 and tvOS 14.5 beta versions, apps prompt users to choose between “Allow Tracking”, or “Ask Not to Track” via an inside-app dialog box.
The new privacy prompt in-app has major implications for apps’ ability to track users’ data and mobile advertisers’ ability to target specific audiences with personalized ads.
Although this update has been live since May, digital marketers are still adapting to this massive change. The iOS 14.5 update created a significant hurdle for advertisers who rely heavily on Facebook pixel retargeting data that is captured once the user leaves the Facebook/Instagram platform. Advertisers have experienced degraded ad personalization abilities and delayed and limited performance reporting from Facebook ads.
Taking advantage of influencer marketing is a great way to transition into a branded content marketing strategy. With 67.9% of marketers expected to use influencers in 2021, influencer and creator marketing is now the norm. It’s no longer a mark of innovation- but a necessity. Add on these major changes regarding privacy and data access? It’s even more critical to pivot to influencer marketing as part of your overall strategy.
Finding creative ways to reach customers is more urgent now than ever before.
Viewers of branded content are 62% more likely to show a positive action than viewers of 30-second ads. And nearly half of Americans use an ad blocker- meaning many traditional ads are rendered useless.
Branded content engages the viewer, which is excellent news for brands and marketers. It focuses on providing value to an audience. This could take the form of tutorials or favorites, and campaigns have become increasingly more creative. Specificity is key… and content is king, after all!
Influencer marketing combines the personality of individual creators with your brand voice- creating an engaging branded ad that feels more accessible to your ideal customers.
With hyper-targeting, brands felt confident they were reaching the right audiences. With the changes in iOS 14.5, digital marketers have less certainty around the audience of their posts.
By leaning on an influencer’s existing audience and content, brand partnerships with influencers can tell a brand story through the lens of an influencer.
Working with influencers to replace ad hypertargeting with detailed demographics and psychographics of their audiences is an authentic and measurable advertising strategy. (Our platform, for example, can pull this data from influencers’ Instagram accounts.)
Need more guidance on using influencer marketing as part of your strategy? Get in touch with our team!