Meta announces new ways for VSEs to boost their content

To support the millions of small businesses using boosted posts on Facebook and Instagram, advertisers can now go to Instagram.com and Facebook.com, on mobile and desktop browser, to boost their content and avoid the 30% Apple service charge.

For many years, businesses with limited resources have understood the value of advertising through boosted posts to reach new customers. In fact, almost all users of boosted posts are small businesses.

Meta helps small businesses avoid Apple service fees

Apple's service fee is the result of updates Apple has made to its app verification guidelines. Starting in July, when an advertiser uses Facebook's or Instagram's iOS app to boost a post, it will be billed by Apple, which retains a 30% service fee on the total ad payment, before any applicable taxes and local levies. These service fees are retained by Apple, not Meta.

Meta is required to either comply with Apple's guidelines or remove boosted publications from its iOS apps. Meta does not wish to remove the ability to boost publications, which would harm small businesses by making the function less easily accessible and potentially depriving them of a valuable means of promoting their business.

Meta is committed to providing companies with practical options to help them adapt to this change and maximize the results of their advertising spend. As part of these efforts, Meta has invested in other ways to boost publications.

Specifically, advertisers can access Facebook.com and Instagram.com from a desktop or mobile browser to boost their content. They will then benefit from the same functionalities as those offered by iOS apps, except that they won't have to pay Apple's service fees.

_________________________________________________________________

Keep up to date with the latest marketing news by subscribing to our newsletter.

_________________________________________________________________

What are boosted publications?

Boosted posts are a low-barrier-to-entry advertising product that businesses can use to quickly promote content without needing to set up a full campaign in the Ads Manager. This feature is particularly popular with small businesses, who can use boosted publications as their only form of advertising on Facebook and Instagram.

‍