Over the last few months, you might’ve seen a lot of chatter regarding Apple’s new iOS 14 update and its impact on digital marketing. So what exactly IS this update, and how will it affect your advertising across social media platforms? Essentially, Apple’s iOS 14 update will majorly affect how ad networks can utilize data, providing device users with a pop-up message asking them whether they would like to opt-out of their data being tracked. As one can imagine, these changes are being made in an attempt to increase users’ data privacy while they roam the internet.
So, how does this affect YOU as a real estate professional? Well, if part of your marketing initiatives include running Facebook or Instagram ad campaigns, this update will directly impact you. Whether you’re a social media marketing veteran, or just a casual user who enjoys browsing through their home feed, there is no doubt you’ve heard about our data being used for advertising purposes. One of the reasons that digital advertising is incredibly effective (and, not to mention, relatively inexpensive) is because it uses incredible amounts of data to efficiently connect businesses and consumers, based on data tracking and artificial intelligence.
In the past, it was possible to track actions taken on your website if they clicked through from Facebook. These actions, or “custom events” as they’re known on Facebook, were used to create specific audiences for redirecting ads. The good news is, access to these custom events aren’t going away, but now they ARE being limited. As long as a website’s domain is verified, everyone advertising on Facebook will now be limited to only 8 custom events in total, regardless of whether users have opted out of tracking via their iOS devices. For Apple users who HAVE decided to opt-out of data tracking, there will be greater custom event limitations.
In addition to changes with custom events, data reporting will also be affected in this iOS update. In the past, these reports could be pulled fairly instantaneously, but because of the new limitations in place, there will now be halts in accessing ad reports. However, don’t worry! Just because your analytics aren’t showing immediately, they’re on the way – they can now take up to 72 hours to be seen via your Facebook ads manager.
When it comes to social media marketing, the only true constant is change. The good news is that you’re already making the right steps (by reading this blog, for example!) in order to stay informed. For those interested in some additional quick facts regarding this update, here are some bullets to keep in mind:
- Real estate professionals can still use interest targeting to reach the right audiences through Facebook advertising.
- This update doesn’t JUST affect Facebook and Instagram marketing, but all digital advertising networks.
- Ads are not disappearing! Those who use Facebook will still see ads, even if they opt-out of their data being tracked. The main difference? Data tracking simply allows ads to be better tailored to the viewer based on their other online activity.
- It is estimated that only 10-20% of Apple users will opt-out of tracking for specific applications, but these estimates are to be seen.
- Even for those who do not use Apple products, Facebook’s updates in response to the iOS update will be affecting all devices, not just technology produced by Apple.
So, what’s the big takeaway here after all? Basically, it’s not all as scary as it seems. Facebook ads will still be incredibly effective and profitable for real estate professionals even after this iOS 14 update. The main changes include a lack of analytical reporting and slight decrease for customizable events and audiences. Facebook even said themselves, “We’ll continue to update our tools in a privacy-enhancing way for consumers and advertisers, while allowing advertisers to still optimize and measure campaigns.”
While platforms like Facebook will continue to be a major source of exposure to grow your business, you’ll want to continue leveraging multiple mediums of marketing strategies. It’s no secret that different people resonate with different marketing elements. Some prefer emails, some gravitate towards print, and others are strictly influenced by the power of social media. As a real estate professional, you’ll want to appeal to everyone by mixing up your marketing through different mediums. A monthly email newsletter campaign paired with blog posts, postcard mailings, and social media content can help ensure that you’re consistent with your marketing (and that you won’t fall prey to the pitfall of “one and done”).
Thankfully, Back At You is ready & equipped for any inevitable changes that are on the social media marketing landscape. If you didn’t already know, Back At You is an OFFICIAL badged Facebook and Instagram Marketing Partner, meaning we have been vetted for excellence in order to help drive great results for our clients, from their various online and social media marketing initiatives. Only companies that display unmatched marketing quality are decorated with the Facebook Marketing Partner badge. With a proven track record of success, Back At You meets the highest caliber of success to qualify as an official Facebook Marketing Partner.
Earning the Facebook Marketing Partner badge is a significant accomplishment and affirms our mission all along: Back At You as the leader in Facebook marketing technology for real estate. We are SO proud to be an innovative technology company that automates and unifies real estate professionals’ social media marketing AND back-office systems in one platform.
About Back At You
Back At You is the premier marketing, website, CRM and back-office technology solution for real estate brokerages. The Company’s three products, SocialBAY, ClientBAY and FinancialBAY, provide all size brokerages and their agents with a seamless marketing, back-office or all-in one technology solution. The company’s dedication to real estate and technology has earned it awards from the National Association of REALTORS® as one of the top real estate technologies, Inc 5000, Red Herring as a Top 100 technology company in North America and the World, and from Instagram and Facebook as an Official Marketing Partner.
For more information on Back At You, visit www.backatyou.com or email at partners@backatyou.com.