Following Apple’s IOS14 update, a lot has changed. Media buying in their platform has taken a worse turn for smaller businesses…
and better for large, and/or well funded ones.
Ad campaigns are not delivering worse, but the lack of attribution data has made it a requirement to gather more data for optimizing the campaigns. This in turns requires more funding and better creatives.
The bar for successful campaigns is naturally rising, and unfortunately, due to increased activity from Covid-19, so is the cost.
What has been for a few years a marketing haven is no longer a venue for common small businesses.
I think it is a shame.
Facebook’s advertsing platform is a fenomenal marketing tool. Now it will have to address competition from other venues, such as Youtube, TikTok and Linkedin.
None of those are yet even remotely close. But their organic traction in their respective areas makes them able to compete. They present viable option for businesses who are willing to invest the time and effort needed to succeed, while pricing is still affordable.
I am currently setting up some campaigns in TikTok this fall, and I expect interesting results.
Hopefully, I will be able to post some here.