According to GottaBeMobile.com, "Apple’s confirmed an iOS 14.4 (now 14.5) update and the software is currently in beta testing ahead of an official release for iPhone".
News of the update has been putting Facebook (owner of Instagram) and its advertisers on alert, amid the forthcoming end of IDFA (IDentifier For Advertising) for iPhone users. Basically, iPhone will show a pop-up, giving the user a choice to opt-out of apps tracking their clicks and whereabouts.
With Facebook's very public scrutiny of their privacy practices, it's doubtful that many iPhone users will select to allow apps to track their activity.
The Predicted Impact on Facebook & Instagram Ads
This update will most likely reduce the number of clicks and interactions from iPhone users, who make up the majority of people who interact on most Facebook and Instagram ad campaigns. This also means that lookalike audiences and retargeting won't include iPhone users, therefore reducing their effectiveness.*
Through our analysis of social media ad campaigns over the years, while iPhone users make up the majority of people interacting with ads, Android smartphone users often come at a close second. Another silver lining is the iOS update is for iPhones, not desktop computers. According to our analysis, Facebook users on desktop computers still make up a substantial number of people who interact with ads.
Is It The Facebook Ad APOCALYPSE? What Should We Do?
We won't know the exact effects of the iOS update until about 30 days after the update is released. While more aggressive forms of advertising may be less effective, businesses and advertisers will ultimately need to adjust their strategies to target iPhone users.
Brand Awareness Campaigns will have to be the adopted strategy in reaching iPhone users. More eye-catching and video-based ads (think major travel and apparel companies) will most likely replace ads that move people down the sales funnel more directly. Businesses, board members, and marketers will have to base campaign performance on views, comments and shares, versus actions tracked on a landing page.*
We recommend to talk to your marketing manager about this software update and make a plan to adjust your advertising methods.
Got questions? Please send an email to firstname.lastname@example.org!
Author: Jan C. Smith
*No direct affiliation with Apple nor Facebook.