Personalization or Privacy?
Influencer marketing is most effective when it is rooted in strategy rather than trend. As discussed in Module 6, successful influencer campaigns require clearly defined objectives, thoughtful creator alignment, and measurable performance tracking. For a brand like Rare Beauty, which centers its identity around authenticity and emotional connection, influencer partnerships must feel intentional and values-driven as well.
Rare Beauty positions itself as more than a cosmetics brand. It emphasizes self-acceptance, mental health awareness, and redefining traditional beauty standards. Because of this, influencer selection must prioritize audience alignment and credibility over follower count alone.
To evaluate potential collaborators, I used Social Cat to analyze engagement rates across platforms. After testing multiple influencer tools, Social Cat provided the clearest and most accessible performance metrics for comparison, without having a business account myself.
Influencer Selection
Spencer Barbosa
Spencer has 12.6M followers on TikTok and 3M on Instagram. Her content focuses on body positivity, confidence, and embracing individuality, which are all themes that directly reflect Rare Beauty’s brand values.
TikTok Engagement Rate: 2.33%
Instagram Engagement Rate: 9.53%
While her TikTok engagement is moderate relative to her scale, her Instagram engagement is strong for a creator with over one million followers. This suggests a highly connected audience on Instagram, making it a strong platform for narrative-driven content.
TikTok
Every major social platform including Facebook, Instagram, TikTok, LinkedIn, and X, all run on lots and lots of data. Profile details, clicks, shares, watch time, device info, and location tracking all feed the algorithm and power targeted advertising. While each platform has its own privacy policy, they all rely heavily on behavioral data to keep ads personalized and profitable.
Closer Look at Meta
For this analysis, I choose Meta (Facebook and Instagram), since it’s one of the most dominant advertising ecosystems in the world. According to Meta’s Privacy Policy, the company collects information users provide directly (like profile details and content), behavioral data (how you interact with posts and ads), device information, and data from partners across the web.
Tools like the Meta Pixel allow activity on external websites to feed back into Meta’s advertising system. That data is then used to personalize feeds, recommend content, and deliver targeted ads.
Who has Control?
Technically, users have control. You can adjust ad preferences, download your data, and request deletion. Meta also states it complies with GDPR and CCPA, which require consent, transparency, and user rights around access and deletion. As Sprout Social explains, “GDPR gives individuals more control over their personal data and how it’s used,” reinforcing that consent is meant to be active and informed, not passive.
However, when that privacy notification pops up, is it so easy to just hit “Accept All” without reading the details. Clicking “accept” often means agreeing to cross-platform tracking, third-party data sharing, behavioral profiling, and ad personalization powered by off-platform activity. The language may be technically transparent, but it’s rarely digestible.
As Consumer Reports has noted, privacy settings exist, but they’re layered and difficult to navigate. So while consent is collected, informed consent becomes questionable.
Moving Forward
Chapter 9 of Paid Attention reminds us that the medium shapes the message, and in Meta’s case, hyper-personalized advertising changes how users experience content. Relevance can feel helpful. Over-targeting can feel invasive. That emotional reaction directly impacts brand trust.
To better balance marketing effectiveness with privacy, Meta could simplify privacy controls, make data-use explanations clearer, and default users into stronger protections instead of requiring them to opt out. Transparency should feel empowering, not overwhelming.
At the end of the day, data drives performance, but trust drives longevity. And for platforms like Meta, maintaining that balance is the real metric that matters.
Hey, I’m Ashley!
I am a graphic & interactive designer passionate about creating purposeful, fun, and engaging design. Whether it’s a brand identity, a responsive website, or a social media campaign, I love connecting ideas with strategy to make work that’s not only beautiful, but effective.
