How to Avoid Apple Service Fees When Boosting Meta Advertising Posts

Social media is now one of the most popular online advertising platforms. According to Meltwater’s 2024 Global Digital Report, 78% of the Australian population uses social media, so it’s no surprise that businesses are turning a significant amount of focus onto social media ad formats to showcase their brand and target consumers. 

To assist in social media advertising, Meta platforms (Facebook and Instagram) offer a boost feature, allowing businesses to quickly promote a published post on their Instagram or Facebook page without needing to set up a complete ad campaign in Meta Ads Manager. This boost feature is highly popular with smaller businesses, as it allows them to reach a larger target audience with minimal effort at a lower cost. But now, a new service fee is threatening to impact the cost-effectiveness of this audience-targeting feature for businesses. 

What’s Changed?

Recently, Apple introduced a new 30% service fee on in-app transactions, including those for boosting Meta posts and advertisements. The fee is a result of Apple’s App Store Review Guidelines update earlier this year and is set to roll out globally this month. 

Essentially, what this means is that anyone who boosts a Facebook or Instagram post through the iPhone or iPad app will be billed through Apple,  which will retain a 30% service fee on the total ad payment before tax.

On top of this, posts boosted through the iPhone or iPad apps will require an advanced payment, instead of businesses paying after their boosted Instagram or Facebook ad has run. This means businesses will need to add prepaid funds into their account to do so. 

How Can I Avoid This?

Thankfully for smaller businesses, Meta has invested in alternative boosting methods for their ad account. Meta has released details on how smaller businesses can avoid this new 30% service fee from Apple. 

Facebook.com and Instagram.com can be accessed by businesses on mobile, tablet and desktop web browsers in order to boost content without incurring the 30% fee. Boosting through a web browser (as opposed to the app) has the exact same features businesses will be used to – minus the Apple service fee. 

By boosting posts through web browsers, you will be saving money by not paying a service fee or having to spend more on Instagram and Facebook Ads Manager accounts.  

Let BFJ Digital Manage Your Meta Advertising Account

Feeling overwhelmed? Avoid any advertising confusion and dodge Apple’s fees with BFJ Digital. Working with BFJ Digital means that we can not only help you navigate this new method of boosting advertisements, but we can efficiently manage your Instagram and Facebook advertising accounts for you, providing alternative ad targeting methods. This will help you avoid any unnecessary fees, maximise your ROI, and receive peace of mind that your Meta ad campaigns are in good hands and not a dollar is being wasted. 

Get in touch with us today so we can discuss your social media marketing strategy and how we can achieve your business goals and campaign objectives.