Could influencer marketing save your brand’s poor Facebook ad performance?
Good influence: How influencers can rescue poor Facebook ad performance by Taryn Williams, CEO and founder, theright.fit and WINK Models.
Apple’s iOS 14.5 may not be the most recent release (iOS 15 lets you unlock your phone while wearing a mask and has 38 new emoji, but I digress!), but it altered the digital marketing landscape for good. The logic was sound – give users more control over how their data is collected and used by publishers and advertisers. But the impact on brands that rely on paid social campaigns has been enormous, and not in a good way.
On Facebook, less data equals less accuracy. When the accuracy of data suffers, paid social campaigns become less effective. If your brand is running paid ads on social media, you don’t need to be reminded how important accurate targeting, optimising, and reporting are to successful, cost-effective, and profitable campaigns.
And it’s not just brands who are unnerved. The changes are having a real and measurable impact on Facebook, too. The digital behemoth reports that its ad revenue will take a hit to the tune of a cool $10 billion in 2022 following significant share price damage late last year, both of which which the company directly attributes to the new iOS.
