How Apple’s privacy changes force social media marketing to evolve

by | Oct 16, 2022 | Technology

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Direct-to-consumer businesses that previously relied heavily on Facebook (now Meta) as a way to target and advertise via social media are now starting to realize the perils that resulted from privacy policy changes instituted by Apple. These changes have upended the digital advertising strategy for hundreds of thousands of businesses and forced these companies to find new paths to their coveted customers.

Some brands have remained loyal to Facebook and Instagram, but many others are making sharp pivots to embrace more zero-party data and first-party data while turning to new social platforms for marketing based on one-to-one connections, such as TikTok.

Apple, maker of the iPhone and iPad, has changed the way it handles its users’ privacy. Specifically, it now gives customers enhanced control over privacy settings, giving them more say over which of their personal data is provided to brands.

Ads driven by Big Data have helped companies target people on social platforms such as Meta and Instagram, platforms that in the past could deliver messages to users who possess characteristics that indicate the messages and offers are likely to be of interest.

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Of course, Big Data is the process of purchasing data from a third-party provider — collecting online activity, purchase history, social media content and more to identify people who are potentially interested in what companies have to offer.

How are brands of every size changing their marketing?

But today Apple’s privacy changes have made this proces …

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