How Apple's privacy changes are forcing social media marketing to evolve

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

Some brands have stuck with Facebook and Instagram, but many others are making abrupt pivots to embrace more first-party data and first-party data while turning to new social platforms for marketing based on individual connections, such as like TikTok.

Apple, maker of the iPhone and iPad, has changed the way it manages the privacy of its users. Specifically, it now gives customers greater control over privacy settings, giving them more control over the personal data that is provided to brands.

Big data-based ads have helped companies target people on social platforms such as Meta and Instagram, platforms that in the past could message users with characteristics indicating that messages and offers are likely to interest them. Event

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Of course, Big Data is the process of purchasing data from a third-party vendor: collecting online activity, purchase history, social media content, etc., to identify people potentially interested in what the companies have to offer.

How are brands of all sizes changing their marketing?

But today, Apple's privacy changes have made this process more difficult, causing more companies to seek alternative channels to deliver their marketing messages. Aside from privacy, this pivot isn't bad news for businesses, as these big data-driven ads were based on outdated or inaccurate data.

As a result, a growing number of brands are taking a more community-driven approach to building relationships and producing their own content on social platforms and blogs, while also working with smaller-scale influencers and returning to other "traditional" forms. marketing such as direct mail and email. These brands believe that engaging more with consumers on social media through direct messages is almost the opposite of targeting consumers at scale that they previously employed through third-party lists. By taking a more individual approach to each individual client, they can make a more lasting impression.

This pivot has helped businesses leverage zero-party data, which is information that a customer freely and intentionally shares with a brand they trust. It may include personal information such as preferences, comments, profile information, interests, consent and purchase intent.

The result is more trust, empowerment and control over data

This step is a step in the right direction as customers need more control over their data. The advantages of using zero-party data are:

It is unique to the brand and no other brand has the same data. It is the ultimate source of truth as far as the client offers his...