Marketers are all freaking out about Facebook and Instagram blindsiding them by cutting off third-party data collection for ad targeting. Not going to lie, we freaked out for a minute and called Facebook some very terrible names, then we collected ourselves and discovered that we jumped to conclusions, life is not over, and marketing is not dead. We apologized to Facebook as though they could hear us for calling them nasty names. Now we are saying, thank you Facebook!
As marketers you have always had the option to target ads through third party methods, by third party we do not mean those that you have added to your page roles, we mean partner apps. We have always been opposed to pretty much all of the shady ways these partner apps work because when users realize they have been targeted with highly personal ads using private data, it puts the client in the privacy hot seat. Social media channels exist to interact with people, not bots. If you used third-party apps to engage with your audience, boost events or run ads, amongst some other more techy things, or you posted the same thing across phony accounts to gain fake traffic, this change is going to be a swift kick to the gut.
Idea Creative Marketing has always interacted with followers on the actual page, yeah it takes more time, yeah we have had options to put everything in one basket and respond in one platform, but we would not do it. Moreover, today, today, we were told we were right with sticking to our gut. When these API's surfaced, it was very tempting...plus, they were killing the people that refused to mine data ethically. We could have created custom audiences using email addresses from a list you purchased...did you know they were allowing that to happen? We would get killed by CAN-SPAM for doing that in an email blast, but it was happening on Facebook all the time.
There are more in-depth changes and dominos involved in this, but in reality, if you were collecting data, growing your audience, and targeting ads using best practices and you are engaging with your audience the "old fashion" way, like logging in to your channels, you can go about your business. If you are a third party agency, I guess that you have a long weekend ahead of you. If you contracted or use a third party API for management, you might want to contact us.
If you have no freaking idea what any of this means or if it is going to impact your efforts, drop us a note and we will gladly help answer your questions.