Last week in marketing: Meta's Ban, TikTok's Tremors, and AI's Unexpected Rise
By Rhiannon Ellen
Meta, the parent company of Facebook and Instagram, has recently tightened its advertising policies for health and wellness brands. Starting in January 2025, these businesses will face restrictions on the types of data they can share with Meta's advertising platforms.
Specifically, brands categorized as "health and wellness" will no longer be able to use key event tracking for ads, such as "Purchase" or "Add to Cart." This means they'll need to shift their focus to less specific campaign goals like "Landing Page Views" or "Engagement."
Why the Change?
Meta's move is likely driven by a combination of factors:
Privacy Concerns: Increased scrutiny around data privacy and user data protection is pushing platforms like Meta to re-evaluate their advertising practices.
Regulatory Pressures: Growing regulatory pressure from governments worldwide is forcing platforms to be more transparent and responsible in how they collect and use user data.
Shifting User Expectations: Users are becoming increasingly aware of how their data is being used and are demanding more control over their privacy.
Impact on Marketers
These new restrictions will undoubtedly present challenges for health and wellness marketers.
Reduced Targeting Capabilities: Without access to detailed conversion data, marketers will have a harder time optimising campaigns for specific outcomes like sales.
Increased Reliance on Broad Metrics: Marketers will need to shift their focus to broader metrics like website traffic and engagement, which may not always accurately reflect campaign effectiveness.
Need for Creative Solutions: Health and wellness brands will need to get creative in finding new ways to measure and track the impact of their advertising efforts on Meta's platforms.
Looking Ahead
Meta's new advertising policies for health and wellness brands signal a broader shift towards a more privacy-focused digital advertising landscape. Marketers will need to adapt to these changes by developing more data-driven and privacy-conscious strategies.
“This week in digital marketing has been a rollercoaster of change and uncertainty. From Meta’s ad restrictions to TikTok’s potential ban and the rapid rise of AI, it’s clear that the landscape is constantly evolving.”
TikTok's Tightrope Walk: Ban on the Horizon?
Speaking of nightmares, TikTok has been facing its own set of challenges. The US government has been threatening to ban the popular video-sharing app, citing national security concerns and yesterday saw the app go completely dark for 15 hours for users on the 19th January 2025. Around 10:30 p.m., TikTok users opened the platform to find the following message: “Sorry, TikTok isn’t available right now. A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok for now.
“We are fortunate that President Trump has indicated that he will work with us on a solution to reinstate TikTok once he takes office. Please stay tuned!”
This has sent shockwaves through the marketing world. TikTok has become a powerhouse for brands, offering a unique platform for creative content and engaging with younger audiences. A ban would be a major blow, forcing marketers to scramble to find alternative ways to reach this coveted demographic.
Perhaps this ban, and continued threat of a ban will force brands to get creative. Perhaps we'll see a resurgence of short-form video content on other platforms, like YouTube Shorts or Instagram Reels. Or maybe, just maybe, this will finally push those long-awaited "TikTok for adults" platforms to actually take off.
AI's Unexpected Rise: Is This the Future of Marketing?
While some platforms are facing uncertainty, others are embracing the future. Artificial intelligence is rapidly transforming the marketing landscape, and it's not just about chatbots anymore.
We're seeing AI-powered tools that can analyse vast amounts of data to predict consumer behaviour, personalize marketing campaigns with unprecedented accuracy, and even generate creative content like ad copy and social media posts.
It's a brave new world out there, and marketers who can harness the power of AI will have a significant advantage. But it's also important to remember that AI is still a developing technology. It's crucial to use it responsibly and ethically, ensuring that it's used to enhance the customer experience, not to manipulate or deceive.
The Bottom Line
This week in digital marketing has been a rollercoaster of change and uncertainty. From Meta's ad restrictions to TikTok's potential ban and the rapid rise of AI, it's clear that the landscape is constantly evolving.
Marketers who can adapt to these changes, embrace new technologies, and prioritize ethical practices will be the ones who thrive in this dynamic environment. So buckle up, folks, it's going to be an exciting (and perhaps a little chaotic) ride!