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Maximize Your Facebook Ads with iOS 14.5: The Power of Video

Published on: November 17 2023 by Next Level Marketing

Maximize Your Facebook Ads with iOS 14.5: The Power of Video

Table of Contents

  1. Introduction - Why Video Marketing is Important
  2. Overview of Apple's iOS 14.5 App Tracking Transparency Policy
  3. Impacts of App Tracking Transparency on Social Advertising Platforms
  4. The Opt-Out Feature and its Effects on Advertisers
  5. Personal Impact of Opting Out: Diverse Content and Ads
  6. Business and Advertiser Impacts: Less Data, Remarketing Challenges, and Attribution
  7. Opportunities for Video Marketing in the Face of iOS 14.5
  8. The Importance of Keeping Users on Social Platforms
  9. Creating Video Content in the Age of iOS 14.5
  10. Looking Ahead: Future Restrictions on User Data Collection

Why Video Marketing is Important in the Age of iOS 14.5

Introduction

In today's digital landscape, video marketing has become an essential tool for businesses of all sizes. With the rise of social advertising platforms like Facebook, Instagram, and LinkedIn, video has proven to be an effective way to engage with audiences and drive conversions. However, recent changes in Apple's iOS 14.5 update, specifically the App Tracking Transparency policy, have posed challenges for advertisers running paid social advertising campaigns. In this article, we will explore the impacts of iOS 14.5 on video marketing and why it could be the solution businesses need to navigate these changes successfully.

Overview of Apple's iOS 14.5 App Tracking Transparency Policy

Apple's iOS 14.5 update introduced the App Tracking Transparency feature, which allows users to opt out of any app that tracks their personal data. This feature is designed to provide users with more control over their privacy and data security. Once updated to iOS 14.5, the default setting is that no app can track user data unless users explicitly enable this option. This has raised concerns among digital advertisers and businesses that rely on platforms like Facebook and Instagram to collect personal data for targeted advertising.

Impacts of App Tracking Transparency on Social Advertising Platforms

The implementation of App Tracking Transparency has significant implications for social advertising platforms like Facebook, Instagram, LinkedIn, and others that collect user data for personalized ads. Early data shows that only a small percentage of users who have updated to iOS 14.5 are opting in to allow apps to track their data. This opt-out feature could have a substantial impact on the effectiveness of targeted advertising campaigns, as advertisers will have access to less data, including gender, age range, job title, and more.

The Opt-Out Feature and its Effects on Advertisers

One of the main challenges for advertisers is the decrease in the number of people opting in to data tracking. Less data collected means less targeted information available to advertisers, making it harder to create personalized ads. Remarketing will also take a hit, especially for off-platform visits. Advertisers will find it more challenging to measure attribution and track the conversion path under the new seven-day attribution window. Additionally, Facebook now only allows advertisers to track eight conversion events, making it difficult for businesses with multiple products to prioritize the most relevant metrics.

Personal Impact of Opting Out: Diverse Content and Ads

From a personal standpoint, opting out of data tracking may lead to a more diverse range of ads and content. The personalized ads that users were previously exposed to may no longer be visible, and the content they see will be less tailored to their interests. While this may initially seem like a disadvantage, it provides an opportunity for users to discover new products and perspectives, rather than being confined to an echo chamber of their own preferences.

Business and Advertiser Impacts: Less Data, Remarketing Challenges, and Attribution

For advertisers and businesses, the impact of iOS 14.5 goes beyond personalization. With less data collected, advertisers will have to rethink their remarketing strategies and find alternative ways to engage with their target audience. The reduction in the attribution window from 28 days to seven days further complicates the measurement of ad performance and customer conversions. Additionally, Facebook's limitation on conversion events creates a hurdle for businesses with a wide range of products. However, on-platform activities such as engagement with posts and video views still provide valuable data for advertisers.

Opportunities for Video Marketing in the Face of iOS 14.5

Despite the challenges posed by iOS 14.5, video marketing presents a potential solution for businesses seeking to navigate these changes successfully. When users watch a significant portion of a video, such as 50% or 75%, it indicates a higher level of interest and intent compared to mere post engagement. While retargeting website visitors may be more difficult, advertisers can still retarget users who have viewed a substantial portion of their videos. This allows businesses to create custom and look-alike audiences based on video engagement, keeping users on the social platform and maintaining the platform's satisfaction.

The Importance of Keeping Users on Social Platforms

The shift towards keeping users on social platforms rather than leading them off-platform provides an opportunity for marketers to embrace more concise and engaging video content. Social platforms strive to keep users engaged within their ecosystems, and advertisers can leverage this by creating videos that deliver all the necessary information within the platform. By doing so, they can increase brand recall and build top-of-mind awareness, even if immediate conversion does not occur. This approach aligns with the strategy of creating demand rather than focusing solely on capturing demand.

Creating Video Content in the Age of iOS 14.5

While there may be concerns about the ability to create video content in the face of iOS 14.5, numerous tools and resources are available to simplify the process. With just a smartphone and some inexpensive products, businesses can easily create simple talking heads or product demonstrations. For those with greater resources, video editing programs like Video Husky offer a convenient solution to create polished content. The key is to embrace the mindset of creativity and adaptability in response to the changing landscape of digital marketing.

Looking Ahead: Future Restrictions on User Data Collection

iOS 14.5 is just the beginning of a larger trend towards user data privacy and security. Browsers like Mozilla Firefox and Apple Safari have already enabled features to block cookies and prevent tracking across websites. Google Chrome is set to follow suit later this year. As marketers, it is essential to stay informed about these developments and explore marketing strategies that are not solely reliant on user data collection.

In conclusion, the challenges introduced by iOS 14.5 can be overcome through strategic video marketing. By leveraging the opportunities available within social platforms, creating engaging video content, and adapting to the changing landscape of digital marketing, businesses can continue to thrive in the face of increasing user data privacy measures. It is crucial to embrace creativity, keep users engaged within platforms, and stay ahead of future restrictions to stay competitive and drive results.

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