In April 2021, Apple released iOS 14.5, which included a new feature called App Tracking Transparency (ATT). With this feature, the software update required apps to ask users for explicit permission to collect and share their data, significantly impacting the social media marketing status quo.
Keep reading to learn what the updates to the iOS platform did, how it impacted social media marketing, and what businesses are doing to adapt.
What iOS14 Did
Before ATT, platforms like Facebook could easily access data from users’ online activities across apps and websites for various purposes, including targeted advertising. However, several high-profile data breaches and misuse of data scandals highlighted the risks associated with these practices, leading to heightened awareness and concern about data privacy.
The ATT prompt allowed users to opt out of this data tracking, reducing the granularity of user data available to marketers. And as Apple rolled out the software update, Facebook warned that it’d harm the growth of small businesses and their ability to reach, understand, and engage people across the web. Conversely, Facebook later blamed Apple for projected losses of up to USD$10 billion due to the tracking restrictions.
While the iOS 14 update has undeniably disrupted social media marketing, it has also presented an opportunity for businesses to adapt and innovate. This shift towards a more privacy-focused world is redefining the strategies of marketers who now must strike a balance between respecting user privacy and delivering effective marketing campaigns. It may be challenging, but this new landscape encourages more ethical, transparent, and innovative practices in social media marketing.