Meta, the company behind Facebook and Instagram, faces a new hurdle with Apple’s recent policy update. The update subjects “boosted posts” purchased within the iOS apps to a 30% service charge, similar to subscriptions and in-app purchases. This translates to a significant cost increase for businesses and marketers who rely on these platforms for advertising.
In response, Meta has released an infographic outlining four alternative methods to avoid Apple’s in-app purchase fees. Let’s delve into these strategies and understand the potential implications.
Purchase Boosts Directly Through Meta’s Website or Business Manager
Meta suggests purchasing boosts directly through their website or Business Manager. This method entirely bypasses Apple App Store, eliminating the 30% fee. Users can access the full suite of advertising features and manage campaigns without incurring additional costs within the iOS app.
Advantages:
Saves 30% on boost purchases.
Provides a consistent campaign management experience across all platforms.
Disadvantages:
Requires users to switch between platforms for purchase and management, potentially impacting workflow.
Use a Third-Party App for Boosting
Meta highlights utilizing third-party apps specifically designed for social media advertising. These apps often integrate with platforms like Facebook and Instagram, allowing users to manage campaigns and purchase boosts without going through the App Store.
Advantages:
It may offer additional features or functionalities not available within the native apps.
It still avoids Apple’s in-app purchase fees.
Disadvantages:
Integrating and managing campaigns through additional apps can add complexity.
The quality and reliability of third-party apps can vary.
Encourage In-App Purchases Through Organic Content
Meta suggests leveraging organic content to encourage users to make in-app purchases directly on a brand’s website or app. This strategy involves creating engaging content that drives users outside the iOS app, where they can complete purchases without Apple’s fees.
Advantages:
Builds brand awareness and potentially fosters stronger customer relationships.
Maintains complete control over the purchase experience and avoids platform fees.
Disadvantages:
Requires a solid organic content strategy and effective conversion tactics outside the app.
It is not only appropriate for some kinds of business or product.
Consider Alternative Advertising Platforms
The infographic also encourages exploring alternative advertising platforms beyond Facebook and Instagram. Several platforms exist, each with its strengths and target audiences. Diversifying advertising efforts can mitigate dependence on a single platform and potentially reach new customer segments.
Advantages:
Potentially reach a wider audience or specific demographics.
It may offer more competitive pricing structures or unique advertising formats.
Disadvantages:
Requires spreading resources across multiple platforms, potentially impacting campaign management efficiency.
The learning curve is associated with understanding and utilizing different platforms effectively.
While Meta’s suggestions provide options to circumvent Apple’s fees, each approach has its own considerations. Businesses must evaluate their needs, resources, and target audience to determine the most suitable approach.
It’s important to note that this situation highlights the ongoing debate around app store fees and developer rights. While Apple argues its fees support platform development and security, companies like Meta believe they are excessive and stifle innovation.
The impact of these new guidelines remains to be seen. Still, both sides are engaged in a complex battle with significant implications for app developers, businesses, and consumers.