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What Apple’s iOS 14 Update Means for Facebook Advertisers

Apple announced a major update to its iPhone operating system, iOS 14, in June of 2020 and released it in September. Details about iOS 14 sent ripples through the tech world as Apple and Facebook battled over what the new update would mean for advertisers. Here is what we know and what we advise for small businesses who advertise on Facebook. 

What is new with the Apple iOS 14 update?

The major changes focus on how the iPhone displays and organizes apps, for example by automatically sorting them into categories and anticipating which one a user will need at a given time. It also allows for “picture in picture,” essentially the ability to use two apps at once and some new abilities for Siri. Those features might all sound like fun, but one element of the upgrade generated controversy: the updated privacy protections, dubbed AppTrackingTransparency. Facebook claimed that these privacy changes would “change the internet as we know it.” 

Apple iOS 14 Privacy Protections

AppTrackingTransparency prompts iPhone users to control what information apps track. For each app on their device, including Facebook and Instagram, iPhone users will be asked to allow or not allow the app to track their activity across apps and websites. It also includes new options for limiting access to select photos or location data. New icons show the iPhone’s home screen show when an app is using a camera or microphone. In its Safari browser, Apple reports which website trackers are being blocked.

App developers and publishers say that the privacy feature will significantly cut into their revenue, since they will not have as much access to monetizable information. Facebook led the outcry with full-page ads in major newspapers in the fall of 2020. 

They expressed alarm that the feature would harm small businesses who advertise on their platform, but limiting the advertisers’ ability to fine-tune their audience targeting. Facebook says, “without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads.” 

Facebook has also suggested that Apple stands to benefit from in-app purchases and subscriptions, which businesses will be forced to use in lieu of personalized advertising. Apple argues that the privacy measures simply protect their users.

Privacy feature delayed to 2021… maybe

In September, it was announced that Apple would delay the rollout of the feature until an unspecified* date in 2021. However, some iPhone users reported seeing the tracking prompt in late December of 2020.

Facebook’s Advice to Businesses

As with any change in mobile technology, business owners and advertisers need to keep up and adapt accordingly. Facebook states the following in their Business Help Center:

“Businesses that advertise [on] mobile apps, as well as those that optimize, target, and report on web conversion events from any of our business tools will be affected… As more people opt out of tracking on iOS 14 devices, ads personalization and performance reporting will be limited for both app and web conversion events.”

They suggest the following actions for businesses:

  • For conversion events in your app, update to Facebook’s SDK for iOS 14 version 8.1. The update supports some personalization of ads delivered to devices on iOS 14.
  • For conversion events on your website, verify your website’s domain to help avoid any future disruption of your website campaigns. 
  • Create separate iOS 14 app install campaigns due to reporting limitations from Apple’s SKAdNetwork API. 

The Facebook Business Help Center provides a wealth of additional information.

ThumbStopper’s Advice

ThumbStopper works closely each day with advertisers from national brands to small, mom-and-pop businesses, so we understand the evolving nature of social media marketing. 

Keep two things in mind to maintain some perspective on iOS 14’s impact:

That being said, you will want to make your social media marketing strategy as efficient as possible to counter any potential loss of targeting ability.

Always Track Performance

If you don’t already, start tracking the performance of your paid social. Once the AppTrackingTransparency takes effect, compare the data. You will learn how much the iOS 14 changes actually affect your efforts, and can make informed decisions about whether to adjust your strategy.

Don’t Neglect Organic Social Media

Organic social media remains a crucial element of digital marketing, and you should always incorporate it into your marketing strategy. When a person makes the choice to follow your business page, they are expressing an interest in your company and they want to hear from you. Post thoughtful, engaging content to your pages on a regular basis. Monitor your analytics to learn what kinds of content your fans like most, and give them more of what they want.

Sign Up for ThumbStopper

The best way to keep social media users engaged with your digital presence is to continuously distribute high quality content. Chances are, the brands you carry produce a wealth of content about the products you carry, including promotions and new product launches. Don’t miss out on the chance to push this valuable content to followers of your business page. It can get you greater exposure, more fans, and better engagement.

Get in touch with ThumbStopper to learn how we can help automate your social media and position your small business for success, whatever trends the tech landscape brings. 

*As of this writing, January 2021

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Key Points:

 

  • Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
  • Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
  • Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.

 

 

Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.

 

The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.

Social Media for All

The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.

Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.

Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns. 

 

Making Content Accessible

Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.

For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It's one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.

None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible. 

Text

  • Use plain language that’s easy to understand 
  • Avoid text in all caps
  • Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case

Videos

  • Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
  • Add your own subtitles or enable auto-subtitles on the video platform of your choice
  • Use captioning for live videos when possible

Graphics

Distribute Accessible Content

Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.

That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience - with your accessible, branded content - in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business. 

Ready to see how ThumbStopper can help your brand improve its reach? Check out our brand reach calculator or book a demo.

 

 

accessibility
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Key Points:

 

  • Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
  • Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
  • Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.

 

 

Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.

 

The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.

Social Media for All

The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.

Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.

Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns. 

 

Making Content Accessible

Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.

For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It’s one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.

None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible. 

Text

  • Use plain language that’s easy to understand 
  • Avoid text in all caps
  • Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case

Videos

  • Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
  • Add your own subtitles or enable auto-subtitles on the video platform of your choice
  • Use captioning for live videos when possible

Graphics

Distribute Accessible Content

Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.

That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience – with your accessible, branded content – in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business. 

Ready to see how ThumbStopper can help your brand improve its reach? Check out our brand reach calculator or book a demo.

 

 

accessibility
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