Since March 19th, advertising AID and other identifiers for data tracking will be limited for users on iOS 14. “Apple made the tracking of personal data ‘opt-in’ with its IOS 14 release. As of September 2021, only around 21% of consumers have opted in to allow app tracking. Google is limiting identifiers in Android in late 2021.” – The Fast Move

Read full Article on 2022 Facebook & Instagram Ads Guides and Exclusions on Meta’s Business Blog.

Users, consumers, visitors and PEOPLE want to be treated like humans, not data. This includes a desire for privacy about what they do with their devices, specially in offline events. It is likely that your targeted facebook user doesn’t want you and your pixel tracking their every move. In and out of a platform, like Social Media, without explicit consent. 

There is a need for users to feel like they can trust advertisers and brands with their data. That means they do not want to feel like your e-commerce company is a “Peeping Tom” for their consumer behavior.

As a result, we want to pay special attention to this 2022 trend when you Design Facebook and Instagram Ads.

Where there is a problem, there is always opportunity.

As marketers, we forget that EMPATHY is the force that drives the connection between the companies we advertise using Facebook Ads, and their clients.

It is a relationship that should be valued and respected.

Now, social media users are very aware that platforms, like Facebook & Instagram Ads, have been monetizing their data and behavior. On and off platform. PPC social media ads have invaded their feeds using data they had no knowledge was being shared, and used to exploit their consumer behavior. Advertisers have been using the consumer’s device to spy on them and make money based on the information collected.

Wouldn’t you feel invaded, too?

As a consequence, this has proven to cause distrust among consumers. We believe it is the reason behind “Marketing Blindness”, or the habit of ignoring promotions like Facebook and Instagram ads. Target audiences are developing an “immunity” to modern marketing efforts.

Users don’t like being sold to, they like being acknowledged. Seen. Recognized.

So, let’s work on the message: Creating Facebook and Instagram Ads. Meaning, how we communicate what we sell. As an improvement to the user’s life.

Your goal is to communicate that efficiently, as quickly as possible. And we mean “in the blink of an eye” speed.

Market WITH people, not AT them. – Seth Godin

Therefore, we need to change the way we think about advertising and marketing. Including Facebook and Instagram Ads. We have to learn to CONNECT with our audiences through paid campaigns.

How? By offering solutions to user’s problems in a personalized manner. Using empathy and studying their personas. Good advertising requires understanding what the targeted user needs, and delivering that message in a way that connects with them. 

When users see your Facebook and Instagram ad, they should immediately think: “Wow, that’s super cool and useful”. Instead of: “how do ‘they’ know I was talking about vacuums yesterday with my mom.” I bet it has happened to you. Or seen it happen to a friend. We are the metaphorical ‘they’. We are the marketer and advertisers trusted with user data. 

If we want to keep the attention of our target audience, let’s act with respect and empathy. When marketing messages to users so they feel less invaded, and more appreciated. They crave improved UX, or User Experience. In order to do this, you need to SEE your e-commerce business product or service from their perspective.

In 2022, consumers want to go into a book store and have it arranged according to their preferences in subjects and authors. Personalized. Each user is special, and they should feel like the message, or in this case your Facebook & Instagram ads, were designed specifically for them. 

Ideally, this is how data and tracking should be used in Digital Marketing today. Humanity. For better UX.

In order to do this you need empathy. The ability to see things from someone else’s perspective and understand (without necessarily sharing) their want or need for something.