Apple have released iOS 14 across their devices, with one very important change that will affect your social strategy.
App Tracking Transparency
With iOS 14, when you open an app that tracks your activity across other apps and websites, you’ll be prompted to either Allow the tracking or Ask the App not to Track.
We’ve tried to find the numbers that are opting out of tracking. Nothing has come up so far, but we’re pretty confident that a sizeable majority will be opting to tighten up their privacy. Especially when they’re prompted to do it.
And Facebook seem to be feeling the pinch already, with this rebuke of Apple:
What changes are taking place?
As App Tracking Transparency is rolled out, apps won’t be able to collect data from websites and other apps, which is used to build audiences for advertising. As developers update their iOS apps, they need to apply App Tracking Transparency. This seeds App Tracking Transparency throughout the iOS ecosystem, depriving advertisers of third-party audience and behavioural data.
It also explains why Google hasn’t updated their iOS apps since early December.
What does this mean for Social Advertising?
Without this third-party data, advertisers will find it more difficult to obtain and target audiences that are beyond their sphere of influence. For example, a ticketing business will find it harder to connect to fans of performers that haven’t purchased through them before.
First party and second party won’t be affected, but connecting first and second party data to third party interactions will.
Content, Content, Content. Content is King
In 1996, Bill Gates wrote that Content is King. In 2021, twenty-five years later, it’s still true. Creating interesting organic content that garners engagement through sharing and other forms of participation will build your audience. And audiences find user generated content more authentic than brand generated content.
A renewed focus on developing engaging branded content and nurturing positive and authentic user generated content is needed.
Finding User Generated Content
Content can be anywhere on the social web, across social networks, forums, tube sites and image sites. You can’t be across all of the locations, so you need a social listening strategy.
The good news is that a Topic Profile in Social Studio with some well targeted keywords will uncover this for you. Not only that, you’ll discover your product evangelists, detractors and even keep tabs on your competition.
We’d love to help you get social listening setup for your organisation. Talk to us today to go through your needs.