iOS 14

Karina is the freelance creative strategy consultant working with health, wellness, fitness, and lifestyle apps.

She made the jump from performance marketing to creative strategy right around the iOS 14 shift.

And she's been operating and the intersection of Huey and creative ever since.

I thought this would make for a great episode because a lot of people talk about audience research as a nice to have, especially post AI.

And I'm excited to chat with you because number one, made a transition from jewelry to creative.

And you've worked on some very high-scaled subscription app products.

And you've done this for a number of years since, just to quote, iOS 14, to ask a million students.

There's just a lot that you've seen.

Anyways, I wanted to write this article back in 2020.

Yeah, it was back in 2020. iOS 14 came out.

I don't even know what iOS version we're on now.

Let's see.

Gains.

Big gains.

So anyways, iOS 14 was hot to trot.

And it was...

Uh, this has not happened quite like this for a long time, but there was, like, occasions where, like, I think when, uh, with iOS 8 and the Apple Watch, they had, like, iOS 8.3 and iOS 8.4 in, like, simultaneous beta running, uh, concurrently.

And there was a time, like, was it iOS 14, where, like, iOS 14.0 shipped on the iPhone of that year, but, like, day one, iOS 14.1 came out.

Like, they always have these, like, slight oddities around this time, depending on how stuff has been built and developed internally, but it will coalesce again.

And I presume end of October, first week of November, everything will be running on the same version again.

They're gonna wanna see better performance.

And so he has to do this, this thing where he's gonna juggle the ad performance from the way it used to be for, uh, uh, uh, 10, 15 years, you know, or at least back to iOS 14.5. And then now we've gotta do this new thing where we say, "Well, we're gonna make a lot more money as a business doing this." Meta will.

So we need to make sure this lands.

I think that's resulted in a ton of changes, public and not public, at varying levels of intensity and detail, where it's changing the rules and the mathematics for advertisers, and that's why it feels broken, is because they're changing stuff over there.

No.

Like, everyone crushes with s- like, why do people have opinions on this?

Uh, because, because that's how it was, like, before iOS 14.5.

Yeah.

You can follow people around and build a lot more intelligence and data.

And that changed when iOS 14 came around in about that 2021, maybe 2022 and the game changed.

But prior to that, it was relatively easy or straightforward to get results, which is fantastic for us learning on the job, learning on the fly.

And then what happened was that the business got busy and we needed someone to take over.

And I can understand the hesitancy of closing it up.

Like with the new iOS 14, that you are able to opt out of all of this information.

Again, it's another layer.

And in Mexico, we are lagging behind with all of the laws like you have in other places like Europe in terms of data privacy laws.

Yeah, to some extent we have different community members, different people that we collaborate with that helps sort of accelerate the exposure of a content.

So if we have a guide for how to optimize your scan settings on iOS 14, whatever.

then we'll see that content to people who we know talk about that.

And then they might refer to that guide in the sort of the context of, oh, that problem, we actually know that this agency has a resource for that.