Brands are finding it a lot more complicated to get new customers on social platforms than it was in previous years.
It used to be that new direct-to-consumer brands could reliably find customers interested in trying out their products by advertising on Facebook and Instagram. Early DTC successes like Warby Parker and Glossier rose to success in the 2010s by building community on these platforms while eliminating the retail middleman.
But lately, because of changes to how apps can track customer behavior in Apple's iOS, it's gotten more costly for brands to acquire customers in the same way — and more difficult for them to measure the impact advertising has on their overall sales.
Please select this link to read the complete article from Business Insider.