Boosting Posts Is About to Get 30 Percent More Expensive 

We’ve been saying for a long time over at Enriches HQ that boosting posts isn’t the way to drive effective growth with paid marketing.

And now, there’s even more reason to avoid hitting that shiny blue boost post button.

What’s new? 

In 2022, Apple released an App Store update which included extending their 30% cut of digital purchases to include boosting posts. This applies to all social apps with the ‘boost’ (or similar) options built within the iOS versions of their apps.

This change comes into effect for the US later this month and while it does seem as though Meta has been targeted by Apple, (who remembers the great iOS 14.5 update of 2021? Which reportedly caused a revenue loss of $10 billion in 2022) it will also affect users who are boosting posts on any social or promotional apps made available through the App Store, for Example, Twitter (X), WhatsApp and Tiktok (which is already in effect as boosting from the app currently goes through your app store channels).

Boosting a post will now bill through the App Store and show in your Apple accounts as purchases, as opposed to through your Meta billing. Your ads and results will still show where they always have.

The update is expected to roll out to “additional markets and countries: later this year”. This means Australian and New Zealand-based advertisers will be able to watch and see how this unfolds before the updates reach us.

So… There has never been a better time to start training yourself out of boosting posts on the apps.

This applies to selecting Boost Post in the Instagram, Facebook & Meta Business Suite Apps.

How does this affect you?

On Thursday 15th February 2024, Meta revealed that they will be passing the charges onto the end user: You.

Instead of Apple taking 30% of the boosted post budget, and Meta absorbing that on your behalf, Meta is making boosting posts more expensive.

At the time of writing this article, it is not clear when the surcharge will be billed.

We can assume that if you are boosting a post with a lifetime budget, the surcharge will be added into that budget and billed when the lifetime of that boost comes to an end. However, with ongoing boosts with daily budgets and no end date, it is likely that the surcharge will be added when you are billed as you either meet your billing threshold with Meta, or at the end of the calendar month.

Yes, You can avoid the 30% Apple surcharge

There are a few ways to avoid the 30% Apple surcharge when boosting posts from an iOS device.

1. Don’t boost posts! There are a lot of reasons why boosting posts is generally an ineffective way to promote your content.
Perhaps most importantly, it lacks a lot of levers that you can pull to create a more customised and outcome-driven campaign in the Ad Manager. Essentially, boosting posts is just that; it boosts the reach of your content.But it doesn’t necessarily optimise to be results-driven like creating a campaign would be. Fear not, you can use your existing published content in results-driven campaigns when you use Ads Manager.

2. If you really must boost posts, doing it via your desktop will avoid the surcharge.

3. Meta is recommending that advertisers top up prepaid funds on the desktop.

Meta hasn’t necessarily apologised for passing the additional fees onto iOS users, but they have defended their position. Representatives stated they are not willing to remove the ability to boost posts “as this would hurt small businesses by making the feature less discoverable and potentially deprive them of a valuable way to promote their business.”

We will update this article as more information comes to the surface regarding the Australia and New Zealand rollouts of this change.

In the meantime, we’re gently challenging you to put boosting posts in your rearview mirror. We know it’s an easy, non-tech head friendly approach to promoting your content, and we’re committed to making the learning curve easy on you. Join our Facebook group for advertisers and business owners; Facebook (Meta) Ads Made Easy and let us know how we can help.

Alternatively, if you’re ready to start growing and are considering letting experts handle your advertising on your behalf, book a no-obligation chat with our team to talk about goals and how we may be able to help you. Click here to choose a time that suits you.

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