The playbook is changing for some small businesses and digitally native brands looking to get in front of shoppers via social media platforms.
Apple’s iOS14 data privacy crackdown impacted mobile advertising, making targeting capabilities more difficult because of the update. Now, users are notified of which apps are tracking them, meaning they can opt out and thus shrinking the data pool for advertisers.
Knowing that, some newly launched brands say they’re hesitant to spend big on paid social media ads, and are diversifying media spend sooner than planned. Instead, they’re relying on organic strategy, leveraging brand partnerships and content creators to acquire customers and build brand awareness.
“Without the data being fed back, it’s more challenging to identify customers and leverage digital marketing to scale brand awareness,” said Elaine Choi, president of haircare brand Crown Affair via email.
Crown Affair launched last January, relying on organic strategy by way of “digital word of mouth” and influencers to build its core digital community and online shopper base, layering in some paid ads on Facebook and Instagram soon after. “With the iOS 14 update, we’ve lost the paid efficiency we’d been working towards, which we had planned to leverage to scale across paid channels,” said Choi.
Had iOS14 not impacted targeting capabilities, Choi said Crown Affair’s paid ad strategy would have sooner become a bigger piece of the media budget pie. For now, organic strategy...
Read Full Story: https://digiday.com/marketing/how-small-digitally-native-brands-are-navigating-ios14-changes-across-the-paid-social-media-landscape/
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