As an estate agent, effective social media marketing is crucial for reaching potential clients. However, if you're boosting posts directly from your iPhone on Facebook or Instagram, you might be paying more than you think. A recent change has introduced a 30% surcharge from Apple, impacting your advertising budget. Here’s everything you need to know about this new fee and how to navigate it.
Understanding the 30% Surcharge
When you boost a post directly from the app on your iPhone, Apple now adds an extra 30% service fee. For example, if you boost a post for £10, it will actually cost you £13. That additional £3 goes straight to Apple, not towards increasing your post's visibility or engagement. This change has left many agents wondering why they’re being charged more without any apparent benefits.
Why Is This Happening?
This new fee stems from Apple’s reclassification of boosted posts as in-app purchases. By doing this, they have started applying the same 30% fee they charge for other in-app activities. This move aligns with Apple’s strategy to monetise its platform further, but it leaves users—like estate agents—shouldering the additional costs. Interestingly, while both Google and Apple impose service fees, Google has yet to implement a similar surcharge for boosts on Android devices, meaning Android users can still boost posts without incurring extra charges.
The Workaround: Use Your Desktop
So, how can you avoid this surcharge and keep your advertising costs down? The solution is simple: use your desktop. Instead of boosting posts through the Facebook or Instagram apps on your iPhone, go to Facebook.com or Instagram.com on your computer to set up your ads. Even if you use Meta's Ad Manager app on an iOS device, you will still incur this surcharge because it processes transactions through Apple's App Store.
Be Strategic with Your Advertising
As you adjust to this new surcharge, it’s crucial to be strategic with your advertising efforts. Consider the following tips to optimise your ad spend:
Target Your Audience Wisely: Ensure you’re targeting the right audience for your posts to increase engagement and conversions.
Use Organic Reach: Don’t rely solely on boosted posts. Engage your audience through organic posts, stories, and live videos to maintain a strong presence on social media.
Experiment with Different Formats: Test various ad formats, including carousel ads and video content, to see what resonates best with your audience.
Evaluate Regularly: Continuously assess the performance of your ads and adjust your strategies accordingly to ensure maximum effectiveness.
The 30% surcharge on boosted posts from Apple is a significant change that impacts how estate agents can effectively market their properties on social media. By understanding this fee and utilising desktop platforms for your advertising efforts, you can keep your costs in check while still reaching your target audience.
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