Meta’s ad free subscriptions for Facebook and Instagram: what we know and why we think it’s a fantastic way to go
Meta recently announced that they will be offering people the choice to pay a monthly subscription to use Facebook and Instagram completely ad free in EU, EEA and Switzerland, starting November this year. And while a lot of marketers and agencies fear this to be the end of Meta Marketing, we believe that this new route could be a great thing for brands and agencies trying to reach their target audience.
Let’s deep dive into why.
Yes, you read that right. Meta will now offer individuals in the EU, EEA, and Switzerland the option to pay a monthly subscription to use Facebook and Instagram completely ad-free. Why? Well, to comply with the evolving European regulations, of course. As we all (should) know by now, GDPR was designed to grant individuals in the EU more control over their personal data. Failure to comply with these regulations can lead to significant fines, compelling more businesses to change the way they market to their target audience. So, in order to provide a fully GDPR-compliant solution for their users (and avoid being slapped in the face with a juicy GDPR fine - AGAIN), Meta is now offering ad-free platform subscriptions to its users. Don’t worry, we’ll explain what that means:
Users will be given the opportunity to pay a monthly subscription fee to use Facebook and Instagram without any ads.
The subscription will apply to all linked Facebook and Instagram accounts in a user’s Account Center up until March 1, 2024.
From March 1, 2024, an additional fee will apply for each additional account listed in a user’s Account Center.
And what is the cost? Well, approximately €13 per month without the cost of any additional accounts.
Oy vey, right?
Not necessarily.
Despite the concerns many people seem to have that this will change digital marketing for the worse, we’re approaching it from a different perspective. As always, we aim to find the silver linings in everything, so here it is: the people choosing to pay a monthly subscription of €13 only to get rid of advertising, are not the people we want to target anyway. You’re still with me right?
We are working to target individuals who are receptive to receiving relevant ads tailored specifically to their desires and needs. Any user being reached by our ads who are not open for what we offer, and are not willing to engage with the ads we serve them, only lowers our quality scores. So if we can filter out these uninterested users from the very beginning, that means our ad budgets will be allocated toward an audience more likely to actually be receptive. It’s a win-win situation.
So, in conclusion, let’s look at the possibilities.
Relevant targeting. GDPR-compliant and respectful marketing. Stronger, more receptive communities.
Let’s discuss your Meta marketing strategy, and prosper together!
