How Big Firms Are Tackling iOS-14 Update?

Ever since Apple CEO Tim Cook officially announced the new privacy features included with the iOS 14 update in December of 2020, the marketing world has been plotting our adjustments and methods for operating under these new guidelines. We had time to organize , and that we did. But now iOS 14 is active, so we get to watch real-life samples of how familiar brands are evolving under the iOS 14 update marketing impact.

Just a fast refresher on iOS 14 developments: Apple announced a replacement privacy initiative last year that provides users the choice to opt-out of IDFAs. IDFAs (Identifiers For Advertisers) are third-party trackers that report data about user activity back to the advertisers. The operative effect of this alteration may be a much smaller population of iOS users who are going to be vulnerable to targeted ads.

But it isn’t just Facebook who is forced to reinvent themselves because of the iOS 14 update. Marketers and advertising platforms alike are during a state of flux as we wait to raised assess the truth of the iOS 14 update’s marketing impacts.

This article will take a look at how 3 other social media giants (Snapchat, Pinterest, and TikTok) are responding to the iOS 14 changes and what their strategies could mean for you as a marketer.

Snapchat

Snapchat, an alternate messaging platform and social media staple, makes 99% of its revenue from advertising. This statistic renders the iOS 14 update potentially catastrophic. It also makes Snapchat a really interesting company to watch when discussing the iOS 14 update’s impact.

Snapchat has been outspoken about its support of Apple’s privacy concerns. This is often on-brand for the corporate since they champion privacy as a “core value.” Snapchat intends to continue its advertising efforts as normal and, to an extent, cut the losses on users who cop out of tracking.

Meanwhile, they're also introducing something new called Snap Kit, which may be a reimagined app advertising opportunity. It aims to partner directly with app developers to extend and promote first-party data collection. Snap Kit may be a perfect example of creativity amidst the iOS 14 marketing impacts.

What does this mean for you? Snapchat is urging marketers to organize for lower levels of engagement and therefore the loss of user-level targeting entirely—but you already saw that coming. As for actually next steps, they recommend:

• Implementing SKAdNetwork V2

• Separating Android-only campaigns into a separate Conversion Lift study

• Create lookalikes of your audience groups

Being able to work with more contextual signals, which Snap is ready to assist you with

While Snapchat is acknowledging the change in performance metrics, they continue to be optimistic that this may be a short-term setback as we all adjust, and that we will come stronger than ever before. As marketers, our job is to reimagine. Snapchat has done just that to assist its users and advertisers comfortable during these shifts.

Pinterest

Pinterest is another business that profits primarily off advertising. Pinterest ads enabled the corporate to form $756 million in revenue in 2020. So how are they protecting that revenue in light of the iOS 14 update marketing impact?

Pinterest has actually been training for this moment even before Apple’s announcement in 2020. They have officially moved faraway from collecting IDFAs (Identifier For Advertisers)—a decision that they claim will have limited effects. They're also exploring ways to localize ad targeting within their own platform. This is often a beneficial business move for Pinterest as they're effectively ablation the middleman, and it fits well with their business model anyway.

So Pinterest’s plan is pretty clear… but how can we operate this changing platform? Pinterest seems to be saying you don’t got to do much in the least . They advise keeping an in depth eye on your performance, and provide some resources to try and do so on their page. But aside from that, they boast about little change for advertisers.

In this way, Pinterest may be a great example of first-party data leverage—something marketers got to be watching very closely. It'd be our future.

TikTok

TikTok, the most recent app of the bunch, is additionally rapidly readjusting to remain relevant and profitable. The new social media app has proclaimed its priorities to be evenly split between their advertisers’ needs and their users’ privacy.

For TikTok, the iOS 14 marketing impact has encouraged the creation of their new iOS 14 Dedicated Campaigns. These campaigns are going to be the sole thanks to reach users on the iOS 14.5 platform. TikTok is using the iOS update to compartmentalize its ads. These ads will still be targeted, but by back-tracking using ARPU (Average Revenue Per Unit, a metric that boils the return right down to each individual unit) rather than IDFAs.

TikTok also makes some extent to admit that they aren’t quite sure what this may appear as if come next year, or the year after. Essentially, they're saying “stay tuned!” And, while that’s a touch scary, it’s true. We are all staying tuned immediately as more data is collected and therefore the real marketing impacts from iOS 14 are observed.

3 Tips for Surviving (and Thriving) within the Era of iOS 14

1. Lean into Your Email List

It’s one thing that won’t be leaving you regardless of what. Essentially you’re falling back thereon hard-earned data you have already got , and there’s no shame therein . You must know what they say: keep your friends close and your email list closer!

You probably already skills to email market your thanks to victory, so this is often an excellent foundation to face on when everything else seems iffy because of the iOS 14 marketing effects.

2. Invest in Organic Growth

Another thing you'll specialise in rather than targeted ads is your company’s organic growth. The key here is to stress about what you'll control. In some ways , you merely cannot control the marketing effects of the iOS 14 update. But by building your organic outreach, you'll make sure you are still reaching new audiences.

We’ve all heard the phrase “build it and that they will come.” This is often an identical thought process. If you build out more organic content, your customers will find you on your own. Take the time to optimize your business and trust it to assist sell itself.

3. Utilize Lookalike Audiences

That said… as marketers, our job remains to require our greatest product and present it within the absolute best light. Using email lists will help present it and prioritizing organic growth will make sure you have the simplest product possible. Our last tip will assist you reach the audience who needs your product.

By creating a lookalike audience, you're using what you recognize about your current clientele and leveraging that information to make an identical audience. once more , the guts of this tip is to fall back on what you've got have already got . By analyzing your past campaigns, you'll accurately predict your new audience .

Conclusion

Ultimately, the iOS 14 update marketing impact will centralize around getting obviate third-party data. And while this does affect some strategies, it also offers us a chance to explore new paths. Apple is doing what it believes is best; Facebook is doing what it believes is best; these larger brands do what they believe is best; now it's our turn. And because of our 3 foundational recommendations on the way to beat iOS 14, you’re able to go play your best game.

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