What the iOS 14 Update Means for Facebook Advertising

by admin | Mar 31, 2021 | SocialEyes

Apple has slowly begun to roll out its new iOS 14 update on their devices, and it is being met with apprehension from marketers and business owners. While this update is exciting for consumers, it is placing a disadvantage on Facebook advertisers.

Here, we’ll break down what you need to know about the update and how to pivot your Facebook marketing plan around it.

What is the iOS 14 Update?

The iOS 14 update’s most controversial feature is its data sharing policy. Apple wants users to have more control over their privacy and who gets access to their data. Before this update, Apple users could turn off their data sharing by going into their phone’s settings and switching it off.

With this update, whenever a user downloads an app from the Apple Store (like Facebook) they are shown a notification card which states, “Facebook would like your permission to track you across apps and websites owned by other companies. Your data will be used to deliver personalized ads to you.” The user must then choose “Allow Tracking” or “Ask App Not to Track.”

The problem? When most users are confronted with this card asking them to opt-in or out, it is suspected that most will opt-out.

How It Will Affect You

When users don’t allow Facebook to track their behaviour on other sites and apps, it is unable to collect information about them. The hyper-personalized ads you can create through Facebook will no longer be as personalized since Facebook won’t have access to the data.

Your reporting from Facebook Ads will become inaccurate because the iOS users who chose not to be tracked will not have their information collected or used in these reports.

Ads on Facebook that are used to connect users to an e-commerce website will be unable to report on the actions that the user took after clicking the ad. This significantly decreases the advertiser’s ability to understand which ads are more effective than others.

How to Plan Your Marketing Around This Update

Until the full rollout of this update is complete, we will not know its complete effects. Until then, here are some things you can do to plan your marketing around it.

1. Target Androids Only

Since a portion of iOS users will opt-out of data sharing, any information collected from iOS users will be incomplete. This update does not affect Android users.

• Prioritize Your Pixels

If you use Facebook pixels to monitor your ads, this update requires you to place no more than eight on any domain. You must choose the eight pixel events and custom conversions that are most important to you.

• Use Internal Tracking

Use your website builder’s internal tracking system to monitor ads placed on your website instead of relying on Facebook.

Leave Your Facebook Marketing to the Experts

SocialEyes Communications stays up to date with all changes to platforms that affect our clients’ marketing plans. When you’re ready to grow your online presence, increase conversions, and get more customers or clients, we’re here to help. Contact us today to get started.

Everything You Need to Know About Clubhouse

by admin | Mar 31, 2021 | SocialEyes

It seems like there’s a new platform on the marketing landscape every day, making it hard to know which ones are worth your time and marketing dollars. One of the newest and most intriguing social platforms is Clubhouse, where users can listen to or participate in live audio conversations with people from celebrities to experts.

How it Works

When you create an account and sign in, you will enter a “hallway” full of different rooms. The rooms you see are based on who you follow on Clubhouse and which rooms are trending at the time.

There is a search feature where you can enter people and topics that interest you. You can also start your own room.

The Benefits of Using Clubhouse for Business

Clubhouse is a unique opportunity for business owners and marketers to build a digital reputation and grow their followings. There are strategies you can implement (like joining rooms with smaller groups so that your voice stands out) that make your time investment go farther.

When you take the stage, this is a chance to provide value. You might be answering a question or offering advice or insight. The more value you add to the conversation, the more attendees will click your name and decide to follow you.

Your Clubhouse bio is where you can dive into who you are and what you do.

By hosting a room, you attract new followers and potentially new customers. One way to use Clubhouse for marketing is by sharing the stage with another expert in your industry, ideally one with a larger following than you.

In your rooms, think of it as a live panel discussion. You might want to take questions or comments from the audience, offer a break period, and even thank visitors for coming with a gift (ex. A promotional code to use in your store).

Is Clubhouse Replacing Podcasting?

No. While Clubhouse and podcasts are both audio mediums, they offer very different opportunities for the listener.

Listeners choose podcasts when they want to learn something new or be entertained hands-free. There may be advertisements and calls to action, and they can be an excellent opportunity to share your knowledge and provide listeners with value.

Clubhouse hosts live interactive discussions between members and panelists. Your profile has a follower count and bio section, making it more akin to social media platforms than podcasting.

Should You Be Using Clubhouse?

Clubhouse could be an interesting option if your target audience is interested in diving deeper (spending more than 30 seconds watching a video) into a topic that you can provide insight on. If you have the time to commit to joining rooms and hosting rooms, it could be a worthwhile investment.  

It is a great platform for thought leadership, learning more and delving into themes/topics.

Need Help With Your Online Presence?

Clubhouse is just one of the many social media platforms that can help you garner a digital presence. We specialize in using these platforms to boost your reputation and grow your business.

If you’re interested in learning how we can help transform your online presence, reach out to us today.