Privacy: The Catalyst of Change for Social Media

One of the things we love about social media is that we can get up close and personal with our selected audiences. Stricter privacy rules are having a massive impact, changing the social landscape and just how closely we can target as less information becomes available. The main culprit for this? Apple. 

What privacy changes are happening?

Kicking off changes in the world of privacy and social media is Apple, their signal block sent waves across social with all platforms feeling the impact. Losing data from over 40% of mobile users has resulted in less data for social media platforms to draw on and for marketers to use to target - with Meta, in particular, feeling the blow.

Off the back of this Google, yes the same Google that loves data, is also beginning to bring in their own privacy initiatives, so the wealth of data we’ve become accustomed to is likely to disappear over time. The cherry on top? Upcoming overseas regulatory changes are likely to come into play and while they may not be relevant to the NZ market, they will affect Meta and other social platforms that we use to target. 

What does this mean?

Basically, because social platforms have less data to draw on, marketers can't get as close to our audiences as we previously could.

While we can still drill down to behaviours and interests of customers that aren’t using Apple devices, doing so means that you could be missing out on a chunk of your audience that are Apple users. 

The effects are also being felt across reporting, while each platform has its own methods of measurement changes are being made to accommodate the lack of data. Previously on Facebook, clickthroughs, where the audience would click through immediately, would be recorded over 28 days, and is now recorded over 7 days. This has led many to believe that conversions are being underreported as Meta errs on the side of caution. 

How to get around this?

Targeting ads to a broader audience is one method, you’ll still be able to speak to IOS mobile users as well as android and other users. With this method, we’d recommend still targeting to demographics like location and age, but cast your net wider to make sure you’re not missing out on key audiences. You may have already noticed that Meta is removing some of the more specific targeting options keeping it broader. 

Adopting this approach will mean that your creative will have to do the heavy lifting to reach your audiences as well and drive them to the results you want. Carry out A/B testing to ensure you’re reaching your audience and that you're using creative that attracts and resonates with them. 

Diversify your tracking. If social media platforms are underestimating results, your social ads may actually be doing better than the results reported. Keep an eye on your sales and leads during the times your ads are running to keep an eye on things and keep getting the best results. 

Lastly, adopt a multichannel approach, incorporating other digital and print avenues so that you’re not putting all your eggs in one basket and reaching your customers.

Want to learn more about our digital and print solutions? Head online to explore your options or have a chat with one of our Yellow Experts!