Marketing strategies for social networks are and always have been the fundamental factor for effectively positioning a brand or business on the world wide web.
Thanks to the relative flexibility of social networks in terms of paid campaigns, many brands or businesses have been able to stand out more than others. This is not necessarily because of the quality of their content, but because of the budget with which they drive their campaigns. Pay more money, get more results. That’s how it’s been for the past several years on social media platforms.
However, this reality is changing and online marketing will soon be turned on its head. The precursor to this trend is recent changes by the tech giant Apple.
The company has changed its privacy policies in its most recent iOS 14 update as of 2020. The new policy applies stringent privacy protection for iOS users, which will severely limit access to consumer behavior data for online platforms, making the reach of digital ads slim to none. The most influential social networks such as Facebook have openly cried out in criticism against the new update.
Facebook for Business recently advised its business users on August 26, 2020:
“Given the impact the policy will have on businesses’ ability to market themselves and monetize through ads, we’re sharing how we’re addressing iOS 14 changes and providing recommendations to help our partners prepare, while developers await more details on this policy.
First, we will not collect the identifier for advertisers (IDFA) on our own apps on iOS 14 devices. We believe this approach provides as much certainty and stability that we can provide our partners at this time. We may revisit this decision as Apple offers more guidance.“
This is why it’s so important to rely on positioning your brand or business organically in order to remain relevant in your market and attract more customers rather than relying on paid advertisements this year.If you want to read more about Facebook’s stance on Apple’s new policy, click the link below: