Facebook, among many others, was drastically affected by Apple’s sudden policy changes concerning app tracking; its marketing performance, primarily Facebook ads, took a massive hit. Even after a big rebrand, Facebook – now Meta – is still unhappy with Apple, specifically with its insistence on taking a 30% cut from fan subscriptions and any other associated in-app purchase.

In zealous retaliation, Facebook had been gradually finding and developing ways to help users, as well as the vast majority of SMB owners who use its channels, to subvert Apple and it’s somewhat imposing transaction fees. On this note, it focuses on its latest element, ‘Fan Subscriptions’, to provide new options and ensure that creators get paid their full share of fan money.

Meta CEO Mark Zuckerberg explains:

“As we build for the metaverse, we’re focused on unlocking opportunities for creators to make money from their work. The 30% fees that Apple takes on transactions make it harder to do that, so we’re updating our Subscriptions product so now creators can earn more.”

The Attack Plan

The newest, main addition taking the spotlight on this front would be a new redirect process that helps creators guide potential subscribers to sign-up from outside the app, thereby voiding Apple’s 30% cut clause. To actualize this tactic, Facebook is adding a new personalized link within the creator studio which functions much like how a shared Google Drive link does. Creators simply share the link and those interested in subscribing will get redirected outside of the app.

Facebook isn’t even trying to be subtle with its motives, and such obstinate behavior will no doubt only rankle Apple who has already butted-heads with Facebook multiple times and on various fronts. Safe to say that there will be no love lost between these two tech titans should both decide to duke it out. At the very least, it’ll be interesting to see how Apple would react now that Facebook is the one to go on the offensive.

This update is just one among several new changes coming to Facebook’s Fan Subscription Tools. It’s actually a rather strategic move on Facebook’s end seeing as how they’re pushing for all these changes just ahead of the holidays. On top of this, Facebook is also launching a new bonus program which will allocate payments to approved creators between $5 – $20 for every new sign-up until the end of 2021. For creators, that’s a very nice and attractive ‘Christmas Sock’. Interested creators can sign up for the program here.

Speaking of new tools, Facebook is also introducing a new ‘Earnings Breakdown’ widget to Creator Studio, helping creators understand exactly how they profit from fans. Additionally, Facebook is also providing new ways for creators to download subscriber email addresses, providing an acceptable alternative to maintain increased audience engagement while not worrying about violations to Apple’s ATT. The overarching premise behind this is the potential opportunities for creators to increase their community-building efforts both on and off Facebook.

Lastly, Facebook is also adding a new bad type for subscribers during live-streams. Called ‘Dedicated Badges’, they provide a simple way for creators to show a little extra love to consistent, paying supporters. The reciprocative element of the badge centers around solidifying relationships and stands to be a major contributor to engagement.

The Wrap

As what we’ve learned from YouTube’s example, building a profitable, sustainable, and proactive platform for creators is a key factor in determining a platform’s relevance and longevity. Optimum monetization is, most likely, the way to go as we all head into the future of social media.

On that note, it’s actually refreshing seeing Facebook to be in the right for once; not that Apple is essentially “wrong” or that Facebook, at least in this regard, is “faultless”, but rather Facebook coming up with active solutions on how to workaround relatively ‘unfair’ commerce barriers. With the new direction Meta is taking, it’ll be interesting to see just exactly how the new push affects Facebook’s approach towards moving to the next stage of digital connection.

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Sources 

https://bit.ly/2ZNLTXa