Meta, a renowned social media giant across the globe, offers boosted posts for businesses on Facebook and Instagram that wish to boost advertising and attract new customers.
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However, the company is now introducing a change to its posts boosting mechanism and advises users to shift to the official website on smartphones or desktops to circumvent the 30 per cent Apple service charge for boosting these posts.
Meta has announced that “later this month,” if an advertiser uses the iOS app of the social media platforms to boost posts, “they will be billed through Apple”. The iPhone maker will retain a 30 per cent service charge on ad payment before taxes. The company noted that this charge will be retained by Apple. The new charges are an attempt of the Cupertino-based tech giant’s App Store Review Guidelines, as per the Facebook parent.
The only option was to comply with Apple guidelines or remove boosted posts from these apps. “We do not want 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,” Meta said.
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A second change Meta highlighted was a prepaid payment process for Boosted posts on iOS.
As a second option to let users boost posts, they can use the option from a desktop or the internet browser. All the features shall remain identical across both platforms. As per the company, Boosted posts are a “low-barrier-to-entry” advertising tool to let businesses promote content without a full-fledged campaign in Ads Manager. It is widely popular among small advertisers who may use it as the only means to promote products.
A second change Meta highlighted was a different payment process when a user boosts posts via Instagram and Facebook’s iOS apps. The businesses will now have to “pay in advance”. Plus, they will have to add prepaid funds to their accounts for the purpose.
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The change is now rolling out for users in the US and will ship across other countries “later this year”.
