Starting July 8, promoting your content on Instagram for iOS will have an unexpected new cost.
If you are a frequent user of Instagram and use iOS devices, this news interests you. Apple has decided to apply a new 30% commission on each transaction made through the App Store to promote your posts on Instagram. Yes, you read that right! This commission, which does not benefit Instagram or Meta, goes directly to Apple. In this article, we'll break down what this means for you and how you can get around this new obstacle.
What's going on?
Starting July 8, every time you decide to boost a post on Instagram using your iPhone or iPad, Apple will take a 30% commission for the transaction. This additional charge is added to the already existing costs of advertising on Instagram, making your campaigns significantly more expensive.
Why is this happening? The answer lies in the App Store policies. Apple retains a portion of transactions for any purchases made within apps distributed through its store. Although this commission is not new for other transactions, its application to the promotion of content on Instagram has taken many users and content creators by surprise.
How does it affect you?
Implementing this new fee can have a significant impact on your marketing budget. If you regularly invest in promoting your posts to reach a larger audience, you will have to reevaluate your expenses. This extra 30% could mean fewer ads, less reach, or even having to reduce investment in other areas of your digital marketing strategy.
Here's a quick breakdown of what this extra cost might look like:
- If you normally spend €100 on a promotion, with Apple's new commission, you would pay €130.
- For an investment of €500, the total cost would be €650.
- A €1000 campaign would now cost €1300.
Strategies to Mitigate the Impact
Despite the blow that this change can mean, there are ways to mitigate the impact on your pocketbook. An effective strategy is to avoid paying through the App Store and opt for other ad management platforms.
Use Facebook Business Manager
Facebook Business Manager is a powerful and free tool that allows you to create, manage and analyze your advertising campaigns centrally. By using this platform, you will not only avoid Apple's 30% fee, but you will also have access to a wider range of targeting and performance analysis options. Here are some steps to get started:
- Create a Business Manager Account: If you don't have one yet, it's the first step. You can register at business.facebook.com.
- Connect your Instagram Account: Make sure you link your Instagram account to your Business Manager so you can manage all your promotions from there.
- Create Custom Campaigns: Use advanced segmentation tools to reach your target audience more effectively.
Optimize your Ads
With rising costs, every euro counts. Make sure your ads are optimized for maximum performance:
- Precise Segmentation: Target your ads to the right audience to avoid wasting your budget.
- Creativity in Ads: Use attractive images and messages that capture the attention of your audience.
- Performance Analysis: Continually review the results of your campaigns and adjust strategies based on performance.
Future Implications for Digital Advertising
Apple's decision could set a precedent for other services and platforms. If this model spreads, advertisers will have to adapt to an environment where commissions are a constant consideration. This could lead to greater exploration of alternatives outside the large app stores and a commitment to more independent and direct platforms.
Conclusion
The new 30% fee imposed by Apple to promote content on Instagram from iOS devices represents a significant challenge for advertisers. However, with appropriate strategies and the use of tools such as Facebook Business Manager, it is possible to mitigate this impact. The key will be to adapt and constantly look for innovative ways to optimize the budget and reach the desired audience.
FAQs
What does Apple's new 30% charge imply?
Starting July 8, Apple will apply a 30% fee on transactions made through the App Store to promote Instagram posts from iOS devices.
How will this change affect small businesses?
Small businesses could see a significant impact on their marketing budgets, requiring a reevaluation of their advertising strategies.
Are there alternatives to promoting on Instagram from iOS devices?
Yes, you can use Facebook Business Manager to manage your campaigns and avoid the additional 30% charge.
What strategies can advertisers adopt to mitigate the additional cost?
Use ad management platforms such as Facebook Business Manager, optimize ads and diversify advertising strategies.
What is the reason behind the 30% increase in costs?
The commission is due to Apple's policies for transactions made through its App Store, where they retain a percentage of sales.
What impact will this change have on the future of digital marketing?
It could encourage advertisers to explore alternatives and diversify their strategies, affecting the overall digital advertising landscape.
