social media advertising Archives - Elemerce
Zack Propst

What iOS 14.5 is and How it Will Affect Facebook Ads

The Apple update that Facebook has been dreading will soon be in the pockets of millions of Americans sometime next week. iOS 14.5 will come with new features along with an adjustment to Apple’s privacy policy, which will require applications and advertisers like Facebook to follow Apple’s new App Transparency Tracking Guidelines.

What is App Transparency Tracking?

App transparency tracking is a new set of rules requiring apps that use IDFA for ad targeting to request user data before collecting it. Basically, right after a user downloads the update and goes into an app like Facebook, they will be asked to consent to share their data with the platform. It’s important to note that this set of rules only applies to applications that use IDFA to personalize ads. IDFA, or Identifier for Advertisers, is Apple’s unique software ID on every iOS device that advertisers like Google and Facebook have been using for years to personalize ads.

In preparation for this update, Google actually started using SKAdNetwork instead of IDFA for its personalization. Since SKAdNetwork isn’t as robust as IDFA and has time limits on how long it tracks users, it’s not targeted by the ATT. Google’s ads will continue uninterrupted.

How iOS 14.5 Will Affect Advertisers

At face value, this is concerning news for anyone who uses Facebook and Instagram to deliver ads. In the past, Facebook users had to go into their settings and turn off data sharing in order to stop their information from being shared. This was something only 25% of iPhone users ever did. With the new update, however, users will have to consciously consider allowing their data to be tracked by advertisers. Although some polls suggest only 20-40% of users won’t consent, according to Hootsuite, 47% of Facebook users don’t trust the platform to protect their data and privacy.

Given these stats, it’s safe to assume advertisers will slowly stop getting updated data from users once this update is rolled out, and Facebook and Instagram ads will see a slow but significant drop in reach. How much, specifically? That’s yet to be determined.

The End of Facebook Advertising?

Not by a longshot. As mentioned before, Google has already moved over to SKAdNetwork to exempt themselves from the ATT rules and Facebook already has plans in place to do the same. When this is implemented, Facebook ads will still have similar reporting and reach as they do now, but the data won’t be as accurate as it was when using IDFA.  If you are concerned that this will impact your business, however, it’s worth considering how much money you put into Facebook ads in the future.

How to Prepare for the Update:

First off, don’t panic. Facebook ads aren’t going anywhere. The data they provide might not be as in depth and in real-time as before, but it will still be much more accurate than throwing up a billboard on a highway.

Additionally, although Facebook might seem like the center of the world when it comes to digital marketing, it’s only a small piece of the overall pie. Google and their robust advertising suite will be unaffected by the upcoming update, and their PPC and Display Network ad services will continue without interruption after this update is rolled out.

If you do have concerns about the constant changes to online advertising, selling and advertising on Amazon worthwhile move you can take. Since all of their advertising functions are tracked and executed natively, they will never come under the crosshairs of phone updates. (And Amazon has much higher conversion rates than both Google and Facebook!)

If you have any questions or concerns about how your online advertising is going to be affected by iOS 14.5 we’d be happy to help. Contact us Here!

 

 

 

How To Use The Swipe Up Advertising On Instagram

When Instagram made the update giving us the story feature, we were able to post more frequently with short clips and phone-sized posts that go away after 24 hours, which revolutionized the way we create content and interact with followers. These quick clips can allow for a better glimpse into our daily lives without having to live on our page forever. 

For business, stories have become a great tool to promote sales and show products and services in action without being worried about a well-produced video fitting your page aesthetic. Stories have also become a great way to utilize tagged locations, trending hashtags, and finally even repost tagged content from customers. 

And finally – one of the biggest perks that came with the new story feature is the ability to share links on Instagram! Prior to the story update, the only clickable link is the one allowed in your bio, prompting the call to action “Link In Bio” to become the only way to get your customers to your website. 

With the unveiling of IG stories, accounts with 10,000 followers or more are able to add a link that users can swipe up to go to a website outside of Instagram (but still on the Instagram app of course). 

You can finally link customers to your sales channels and promotions, and products – but only if your account has 10,000 followers or more. 

But what if you don’t have 10k followers? 

This new exclusive feature that favors “influencers” led to the offering of swipe up promotions in influencer marketing options. Basically, you find an account that does have 10k followers and you make an agreement for them to share your post, often in exchange for money or products. 

Another option is to make an Instagram story ad. To make an ad that will populate in your audience’s stories, you use the Facebook Ad Center to create the content and choose your audience. 

When you go to the Ad Center, you will Create A New Ad. Next you choose your goal for your ad – options include get more website visitors, get more leads, promote your page, etc. 

Next you will choose your ad placements. This is where you will remove any placements such as Messenger Ads, and make sure Instagram Stories Ads – and now even Facebook stories – is selected. 

In this ad editor, you will create your content, choose where your ad links to, and choose your audience. Once you have finished creating your ad and choosing your placements, you click Promote Now, and Facebook will review your ads and check it against their community standards. 

Some of the biggest benefits of using the stories feature is you can post frequently without bombarding your followers, and you can interact on a more personal level with your followers. 

If you have never used the stories feature before, you will probably be surprised how many views these quick clips can get. You can highlight your best stories for long-term placement on your page too. Be warned – these quick story clips can be quite addicting and very entertaining, and next thing you know, you’ve watched hundreds!

Looking for help with your social media content and advertising strategies? Check out our services at Elemerce