The iOS 14.5 update altered the digital marketing landscape by giving users more control over how their data is collected and used. This has negatively impacted brands that rely on paid social media campaigns on Facebook, as less user data results in less accurate ad targeting, optimization, and reporting. Influencers marketing is proposed as a solution, as it allows brands to leverage influencers' existing audiences and build authentic relationships and communities without relying on user data collection. Partnering with influencers can help brands connect with audiences in a more authentic way and drive real purchasing decisions in this changing landscape.

2. Could influencer marketing save your brand’s poor
Facebook ad performance?
Apple’s iOS 14.5 may not be the most recent release (iOS 15 lets you unlock your phone while
wearing a mask and has 38 new emoji, but I digress!), but it altered the digital marketing
landscape for good. The logic was sound – give users more control over how their data is
collected and used by publishers and advertisers. But the impact on brands that rely on paid
social campaigns has been enormous, and not in a good way.
On Facebook, less data equals less accuracy. When the accuracy of data suffers, paid social
campaigns become less effective. If your brand is running paid ads on social media, you don’t
need to be reminded how important accurate targeting, optimising, and reporting are to
successful, cost-effective, and profitable campaigns.
And it’s not just brands who are unnerved. The changes are having a real and measurable
impact on Facebook, too. The digital behemoth reports that its ad revenue will take a hit to the
tune of a cool $10 billion in 2022 following significant share price damage late last year, both of
which which the company directly attributes to the new iOS.
So what’s the solution for advertisers? This might sound radical, but imagine going back to
basics and distilling the absolute essence of social media – community and connection – into
the most powerful marketing tool there is: relationships. And if, as brands, we acknowledged
that building authentic relationships is the future of digital marketing, could the ‘humble’
influencer be our saviour?
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Opting out is the new black
In 2020, 59% of Australians reported having experienced problems relating to the handling of
their personal information, so the option to turn off tracking was not surprisingly a huge hit with
consumers.
Since the update, which was announced in June of 2020 and launched on April 21, 2021, 94.5%
of iOS 14.5 users offered the chance to restrict tracking have turned it off. With fewer people
allowing apps to collect their data, the effect on social media ad campaigns and retargeting has
been significant.
Your Facebook ad targeting becomes less accurate when the app knows less about its users.
That means you end up paying more money trying to reach the right audience. And that’s not
great for your next campaign.

3. What happens to your ad campaign when users opt-out?
If iOS users choose to opt out of Facebook’s tracking, the domino effect on your brand piles up
into 4 short episodes, and it’s not great viewing.
Phase One: If Facebook can’t track user behaviour, the effectiveness of its tracking pixel is
weakened.
Phase Two: With an inefficient tracking pixel, you experience inaccurate reporting across
conversions, remarketing efforts, and everything in between.
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Phase Three: Inaccurate reporting means your targeting options are weakened and your ads
are no longer hyper-personalised.
Phase Four: Without hyper-personalised ads, your campaigns see more wasted spending and a
reduced ROI.
So should you cancel your Facebook ads, delete your account, and head back to MySpace? Of
course not. Facebook ads still have a valuable role to play in any social media marketing
strategy. But you’ll need to diversify if you want to stretch your marketing budget further and
enjoy maximum ROI.
Remember, Apple isn’t making sweeping changes to its operating system for no reason. They’re
acting because people want a more authentic experience when dealing with brands online. And
what’s the most authentic way to connect your brand with an audience hungry for transparency
and honesty? The human touch.
Influencers bring your audience to you
With Apple’s latest changes, hyper-targeting your ad campaigns will become a challenge. What
was previously an advertising bullseye is now a shot in the dark to hope you’re speaking to the
right audience.
Partnering with influencers essentially eliminates this problem.
Finding new ways to connect with audiences in 2022 is more important than ever. Instead of
chasing individual consumers around the interwebs, brands are able to leverage influencers’
existing audiences to tap into followers who are hungry for product suggestions and
recommendations.
By leaning on an influencer’s existing audience you can choose what demographic to speak to
and create powerful social proof. Forget about third-party cookies, privacy concerns, or data

4. collection. Instead of trying to chase your audience from one website to the next, you get to
focus on building authentic communities…that come directly to you.
Influencer marketing combines the authenticity of individual creators with your brand voice to
create a branded ad that doesn’t look or feel like an ad at all.
Your brand exists as native content in users’ feeds, and the recommendation from their favourite
influencer helps build trust and authority that translates naturally to sales.
So much more than a fad, influencers drive real purchasing decisions, with 49% of consumers
depending on influencer recommendations in 2021.
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