Avoid Apple’s new service charge – Save your Facebook & Instagram Ad spend!

Tips and tricks to help you save money and avoid Apples new service charge on boosted Instagram and Facebook posts

February 19, 2024

In the whirlwind world of social media marketing, keeping up with the latest shifts and shenanigans is a must-do for savvy marketers and business moguls. The latest news from Meta & Apple could have a significant impact on your budgets and Ad spend – to tackle this curve-ball head on, let's see what this means for you and how you can sidestep any hiccups along the way.

What are boosted posts?

Boosted posts are a go-to, hassle-free strategy to shine bright on platforms like Facebook and Instagram. A tried and tested solution for many small businesses, boosted posts allow you to get the word out quickly without the hassle of navigating through a full campaign setup in Ads Manager. It's all about getting that prime content in front of eyes with minimal fuss!

Understanding the Apple Service Charge

Starting in the US from February 2024, boosting posts in the Instagram or Facebook app on iOS devices will incur an additional cost due to Apple's new service charge. Specifically, Apple will retain a 30% service charge on the total ad payment, minus any applicable taxes. This charge is retained by Apple and not by Instagram, Facebook or Meta (their parent company). While this update might initially seem daunting, there are straightforward ways to manage content and avoid these extra fees, ensuring your advertising budget remains on track.

How to Avoid Service Charges

The good news is that avoiding this new service charge is entirely possible with a few simple adjustments to how you boost your Instagram or Facebook content. Here’s a closer look at your options:

1. Boost Content from facebook.com or instagram.com: One of the easiest ways to sidestep these charges is to manage and boost your content directly from web application. Whether using a computer or your preferred mobile web browser, the platform offers the same features as the app, sans the extra fees.

2. Prepaid Funds: Another effective strategy is adding prepaid funds to your ad account via the payment settings on the web application (instagram.com or facebook.com). This can be done from any device with internet access. By using these prepaid funds, you can continue to boost content directly from the Instagram or Facebook iOS app without worrying about additional service charges. Learn more about prepaid funds here.

3. Utilise Meta Business Suite: For a comprehensive approach to manage content, consider using Meta Business Suite. This powerful tool allows you to manage and boost content across various surfaces without incurring the Apple service charge. Available as both an app and web service, it's a versatile solution for advertisers.

4. Create Ads with Meta Ads Manager: Lastly, Meta Ads Manager remains an invaluable resource for creating and managing ads without extra fees. Accessible via app or computer, it ensures your advertising efforts are efficient and cost-effective.

What does this mean for you?

While the introduction of the Apple service charge might seem like a hurdle, these strategies offer viable pathways to manage content and avoid service charges effectively. By choosing to boost on the web application (facebook.com or instagram.com), leveraging prepaid funds, and utilising tools like Meta Business Suite and Meta Ads Manager, you can continue to maximise your advertising impact on Instagram and Facebook without unnecessary expenses.

Adapting to these changes might require a slight shift in your usual processes, but with a bit of planning and the right tools, navigating this new landscape can be smooth and straightforward. Remember, the goal is to ensure your ads reach your target audience in the most cost-efficient way possible, and with these tips, you're well on your way to doing just that.

Read the full announcement from Meta here.

More Articles

You might also like…