Social media boosting, once a relatively affordable advertising method, has become more expensive for those using Instagram on iOS devices. This increase is due to Apple’s extended “in-app purchase” policy, which now includes digital advertising boosts, such as those on Meta platforms (Instagram and Facebook). As part of Apple’s standard approach, the 30% fee – originally applied to app purchases and digital goods – was expanded in 2022 to cover these ad boosts purchased within iOS apps​ (GIGAZINE) (PhoneArena).

This policy change requires Meta, Instagram’s parent company, to comply with Apple’s in-app payment guidelines. For businesses, brands, and influencers aiming to expand their audience reach, boosting posts via an iPhone or iPad incurs a significant surcharge. However, boosts purchased via the web or desktop don’t incur this additional fee, providing some flexibility for budget-conscious advertisers​ (Engadget) (GIGAZINE).

Understanding the 30% “Apple Tax”

Apple’s 30% fee, often referred to as an “Apple tax,” applies to all in-app transactions within iOS, from games and subscriptions to now digital ad boosts. This tax means that, for every £100 spent on boosting Instagram content via the iOS app, £30 goes to Apple. This fee, while technically in place to cover “in-app purchases,” affects advertisers significantly, adding new hurdles for smaller businesses that may already operate on tight advertising budgets​ (PhoneArena) (Engadget).

Why Meta Must Comply

Meta, while reluctant, must comply with Apple’s regulations to avoid removing boosting from its iOS apps entirely. For Instagram, where quick post boosting is popular, especially among small businesses and influencers, such a removal would severely limit reach options. Meta has expressed frustration with Apple’s rules but notes that any attempt to bypass the fee could disrupt its iOS presence. The company encourages users to manage boosts via the browser, thus avoiding Apple’s fees altogether (GIGAZINE )(Engadget).

Impact on Small Businesses and Content Creators

This pricing shift has considerable implications for small business owners and content creators who use Instagram to grow their audience. The added cost for boosting posts could force smaller brands to think more carefully about their ad spend. For many, this fee translates to fewer boosts or increased budget constraints, potentially hindering audience engagement efforts on a platform where visibility can be vital to growth​ (PhoneArena).

Workaround: Boosting via Browser to Bypass Apple’s Fee

To help advertisers manage costs, Meta suggests using the mobile web or desktop for adding funds and purchasing boosts. By bypassing the iOS app, advertisers avoid Apple’s 30% fee while still gaining access to Instagram’s boosting features. Funds added through the web can later be used on iOS without incurring the surcharge, although it requires users to leave the app, making the process slightly less convenient but far more budget-friendly​ (Engadget).

What This Change Means for Social Media Advertising

Apple’s policy extension has reshaped the landscape of digital advertising. As platforms like Meta adjust to these fees, small businesses and advertisers may increasingly look for cost-effective alternatives or platforms where such surcharges don’t apply. This shift highlights the growing influence of third-party policies on digital marketing costs, pushing advertisers to reconsider how they allocate their advertising spend across various channels​ (GIGAZINE).

Conclusion

The additional fees associated with Instagram boosting on iOS reflect a broader shift in digital marketing costs, with platform-specific fees impacting advertising budgets. For businesses and influencers on Instagram, understanding these charges and using alternative purchasing methods, like web-based boosting, can help mitigate added costs, allowing for more flexible and effective social media strategies in an increasingly competitive digital space.