{"id":85863,"date":"2021-09-30T08:05:00","date_gmt":"2021-09-30T13:05:00","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=85863"},"modified":"2022-06-13T15:50:56","modified_gmt":"2022-06-13T20:50:56","slug":"facebook-advertising-going-to-die","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/facebook-advertising-going-to-die\/","title":{"rendered":"Is Facebook Advertising Going to Die?"},"content":{"rendered":"\n
\"Is<\/figure>\n\n\n\n

Four percent of iOS14 users are opting in to let apps track them.<\/p>\n\n\n\n

Compared to a few months ago (in a pre-iOS14 world), these numbers can feel staggering. As marketers, we feel<\/em> these numbers as we look at our paid marketing strategies and wonder…is it all over?<\/p>\n\n\n\n

It\u2019s a valid question in a world of uncertainty.<\/strong><\/p>\n\n\n\n

Our first question to ask: where is this data coming from?<\/em><\/p>\n\n\n\n

\u201cFlurry is an analytics tool that the company says is installed in 1 million apps. Since iOS 14.5’s public launch, it has been tracking the opt-in rate every day using data from 2.5 million devices,\u201d says Mashable<\/a>.<\/p>\n\n\n\n

To be clear, this isn\u2019t data released by Apple based on information from all<\/em> devices. It\u2019s a \u201csmaller\u201d sample size, but we consider these numbers a valid look at what to expect from Apple\u2019s data.<\/p>\n\n\n\n

Does this mean Facebook advertising is going to die?<\/strong><\/p>\n\n\n\n

From billion-dollar lawsuits to government-mandated oversight to politically-driven censorship, there’s a lot to be concerned about. We won\u2019t act like we can predict the future<\/a>, but we can give you our take.<\/p>\n\n\n\n

We\u2019re here to say that Facebook advertising isn\u2019t going to die.<\/em><\/p>\n\n\n\n

It just might become different.<\/strong><\/p>\n\n\n\n

Facebook\u2019s Current Battles<\/h2>\n\n\n\n

There\u2019s no secret Facebook is working through a privacy struggle. Governments and states are questioning what Facebook is doing behind the scenes, and part of that involves Facebook paying up for damages.<\/p>\n\n\n\n

TechCrunch recently covered the platform\u2019s battle with Illinois<\/a>, \u201c<\/em>Facebook will pay over half a billion dollars to settle a class-action lawsuit<\/em><\/strong> that alleged systematic violation of an Illinois consumer privacy law.\u201d<\/em> If Facebook faces half a billion payout to one U.S. state<\/em>, we have to question what that could look like on a global level.<\/p>\n\n\n\n

Time reported on Facebook\u2019s attempt at self-regulating<\/a> itself with the hope of avoiding government regulation in the future, \u201c<\/em>Facebook founder and CEO Mark Zuckerberg is telling everyone who will listen that it is time to regulate the internet…<\/em><\/strong><\/p>\n\n\n\n

Zuckerberg\u2019s efforts began with a 2019 op-ed in the Washington Post, \u2018The Internet needs new rules.\u2019 The article proposed four specific actions including things that Facebook was already doing. A few months later Facebook released a white paper reiterating the ideas.\u201d<\/em><\/p>\n\n\n\n

And then came Apple and their bid to win back consumer trust through the app tracking notifications of iOS14. The Business of Apps explains<\/a>, \u201cApple has historically offered people the chance to opt-out before, with their Limited Ad Tracking feature. <\/em>In iOS14, [the Identifier for Advertisers] will become opt-out by default.<\/em><\/strong>\u201d<\/em><\/p>\n\n\n\n

Facebook\u2019s legal team is hard at work as they try to protect their advertising platform that made $84.2 billion in 2020<\/a>. We certainly see a platform that needs to abide by the modern consumer\u2019s values when it comes to data privacy\u201a but we don\u2019t see this as the end for Facebook.<\/p>\n\n\n\n

We just see it as a catalyst for change.<\/p>\n\n\n\n

Proof That It\u2019s Not The End of Facebook Advertising<\/h2>\n\n\n\n

Reason #1: Bet on the Network<\/h3>\n\n\n\n

A press release from Facebook<\/a> gave us an inside look into their current numbers. The app <\/p>\n\n\n\n

had an 8% increase year-over-year in daily active users, with an average of 1.88 billion users on the app daily in March 2021. Facebook reported 2.85 billion monthly active users for that same month.<\/p>\n\n\n\n

And that\u2019s <\/strong>just <\/em><\/strong>Facebook.<\/strong> We still have all of the Instagram users who can spend thirty minutes cruising through their Explore page (we\u2019re talking from experience here). We know Facebook has changes coming its way, but with this many users<\/strong>, it\u2019s impossible to say that this advertising platform will disappear.<\/p>\n\n\n\n

Reason #2: There\u2019s Still Data Being Collected<\/h3>\n\n\n\n

While consumer behavior across platforms creates a dream world for marketers, it doesn\u2019t mean that a world without it equals fewer conversions. What it really means is that we have to learn to market a different way: platforms changes = marketing changes.<\/strong><\/p>\n\n\n\n

The iOS14 update<\/a> and the privacy updates Facebook is making due to the huge checks it\u2019s cutting to governments and states don\u2019t remove the entirety of data collected on consumers. It just reduces it. Anything a user does on Facebook can still be tracked and used to identify ads users would be interested in<\/a>.<\/p>\n\n\n\n

Reason #3: Marketers are masters at pivoting<\/h3>\n\n\n\n

Our final reason for our belief in the continued dominance of Facebook isn\u2019t even related to the app. It\u2019s related to you.<\/em> As a marketer, you\u2019re always changing things. You\u2019re A\/B testing your subject lines, seeing how well your offers are converting, and updating your strategies based on the latest trends. We know you\u2019re not going to let privacy changes stop you from advertising<\/a>.<\/p>\n\n\n\n

You\u2019re going to pivot.<\/em> If users ask not to be tracked across platforms, then we shouldn\u2019t be tracking them. <\/strong><\/p>\n\n\n\n

This doesn\u2019t mean marketing is dead. It means it\u2019s time for a change. How can you and your team create strategies that get the attention of your customer avatar? Get creative; that\u2019s the foundation of marketing<\/a>.<\/p>\n\n\n\n

We know that a statistic telling you only 4% of Facebook users are letting the app track them across platforms is scary. But it\u2019s only scary at face value. <\/p>\n\n\n\n

When you dive deeper into what\u2019s really happening here, we see a company ready to do what it takes to maintain control (ahem, Zuckerberg\u2019s quest for self-regulation). We also hear consumers asking for options (<\/em>another ahem, user\u2019s confusion as to how online ads track them).<\/em><\/p>\n\n\n\n

As marketers, this tells us Facebook will do what it can to make the advertising experience as good as possible for its advertisers\u2014the people who made them over $80 billion last year. It also tells us people are looking for brands they can trust, which means creating loyalty can become a huge part of your marketing strategy.\u00a0
That sure sounds like Stages 7 and 8 of the Customer Value Journey<\/a>\u2026<\/p>\n\n\n\n\n \n<\/a>\n\n","protected":false},"excerpt":{"rendered":"

Worried about the fate of Facebook advertising? Here’s why you don’t need to fret that Facebook advertising is going to die.<\/p>\n","protected":false},"author":21,"featured_media":87109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[173,34,190,206,60,259],"tags":[86,87,72,161],"class_list":["post-85863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-awareness","category-blog","category-digital-advertising","category-facebook","category-social","category-trending-marketing-news","tag-facebook","tag-facebook-ads","tag-facebook-advertising-2","tag-ios"],"acf":[],"yoast_head":"\nIs Facebook Advertising Going to Die? | DigitalMarketer<\/title>\n<meta name=\"description\" content=\"Worried about the fate of Facebook advertising? 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