Meta offers small businesses a new way to increase publishing without paying a 30% service charge to Apple.
Starting later this month, advertisers will be able to use Facebook and Instagram directly on desktop and mobile to access all the features available in iOS apps to boost content without paying Apple.
Why we care. This solution could be very beneficial for small businesses as they can now increase their posts without having to pay any fees, saving them money.
What is the cost of Apple service? Starting later this month, when advertisers use the Facebook or Instagram iOS app to boost a post, Apple will handle the billing process, keeping a 30% service charge on the total payment advertisement (without tax). It’s important to note that this service charge goes to Apple, not Meta.
What are Promoted Posts? This is a feature that allows businesses to quickly promote content without having to set up a full campaign in Ads Manager.
New payment process. Instead of getting paid after boosted posts, iOS companies now have to pay up front by adding prepaid funds to their accounts. If these funds are added to the iOS app, an Apple service charge applies. However, if added from paid settings in desktop or mobile browsers, advertisers can use them without fees, including for boosting content through iOS apps.
Affected markets Apple’s new payment process and service charge will initially roll out in the US, with additional markets subject to the fee later this year. Advertisers worldwide can avoid Apple’s service charge by promoting content directly from the Facebook.com or Instagram.com websites.
What Meta says. Meta said in a statement:
“We are required to comply with Apple’s guidelines or remove enhanced posts from our apps.” “We don’t want to remove the ability to boost posts, as that would hurt small businesses by making the feature less visible and potentially depriving them of a valuable way to promote their business.” “We are committed to providing businesses with flexible and convenient options to help them navigate this change and maximize the results of their ad spend. As part of our efforts to do this, we have invested in alternative ways to increase the publications”.
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deep dive. Read Meta’s announcement in full for more information.
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