Meta is Passing Apple’s Tax for Boosted Posts onto Advertisers

In late 2022, Apple announced that boosting posts directly from the Facebook or Instagram iOS apps would be designated as an in-app purchase and therefore would subject to as much as a 30% fee, which would be passed onto Meta (not the consumer, or in this case, the advertiser).? After much back and forth between the two tech giants, Meta announced this past Thursday that boosted posts set up directly from iOS apps will now be charged an extra 30% fee.? In addition, users will need to add prepaid funds and pay for them before their boosted posts can be published.? As expected, Meta is continuing to criticize Apple for wielding too much control over its App Store.? We anticipate that Meta and other social media platforms will continue to push back on Apple regarding this policy, especially as more users become aware of this significant cost increase.?

What can Broadway and arts marketers take away from this news?

• Advertisers and agencies that use Meta’s Ads Manager on desktop to set up boosted post campaigns will not be subject to this fee.?
• Boosted Facebook and Instagram posts set up directly from the app have been a great option for smaller businesses and independent artists.? This costly update is an opportunity to dive into more sophisticated targeting and campaign options available in Ads Manager.? Meta offers a wide range of free training materials.

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