Native features will dominate Facebook and Instagram marketing in 2021

With impending restriction on data sharing between Facebook and Instagram and websites or app destinations, marketers will need to adapt. For many this will mean adopting alternative advertising features which effectively by-pass data sharing restrictions. As a result, native Facebook and Instagram ad formats will dominate the landscape in 2021.

Through a series of Facebook webinars in January, marketers globally learned how their campaigns would need to swiftly adapt to Ads Manager changes forced by Apple’s iOS14 Privacy Policy. In short, these changes will see data transfer between website/app events and Facebook become limited and delayed. For Facebook and Instagram advertisers this translates to less targeting options, less accurate reporting data and less informed optimisations. I anticipate marketers will gravitate towards these key native options to adapt to the new iOS14 landscape.