If you haven’t noticed, Facebook recently got a makeover. Along with a cleaner look and a new logo, Mark Zuckerberg, CEO and Founder of Facebook, announced the social media network’s new algorithm, features, community standards, and security measures at their F8 conference – all of which are designed to emphasize family and friend connections.
Although organic reach for brands on social media has declined over the years, the new algorithm is looking into limiting their presence, organic and paid, even further. This is because Facebook is prioritizing content that is more meaningful and interactive with its core audience.
This leaves brands and agencies wondering how they can adapt their social media advertising strategies to satisfy the new Facebook algorithm. One solution? Advertising on Facebook’s newly updated Messenger.
Why Advertise on Facebook Messenger?
Messenger ads are designed for advertisers to drive more meaningful interactions with their target audience, which includes increasing website traffic, app downloads, Messenger Update subscriptions, starting conversations on business pages, and ultimately booking appointments through Messenger.
Not to mention, Messenger is the second most downloaded iOS app with almost 1.3 billion people using Messenger per month, 40 million of which are business profiles.
In addition, in combination with Facebook’s geo-targeting feature, your brand can send highly targeted promotions directly to the people who have already talked to your business through Messenger.
1. Click-to-Message ads
This Messenger-style ad is designed to start a conversation with your target audience and to gain subscribers. The ad pops up on the feed (yes, ads will still show up on the feed) with a “Send A Message” Call-To-Action (CTA) button that will lead the audience directly to a Messenger chat instead of a landing page.
Team Vision Marketing suggests using this ad type for remarketing. This is because it gives the brand an opportunity to engage with and inform the prospective customers without an aggressive promotional approach, which might lead to a conversion.
2. Sponsored Messages
A sponsored message is Facebook’s version of email marketing. It delivers your brand’s specifically crafted messages directly into a targeted user’s inbox, who has subscribed or interacted with your brand via Messenger.
Our team recommends launching Sponsored Messages simultaneously with an email marketing campaign. We also recommend that your team plan to be active and responsive to re-engaged customers. You can also set up chatbots to send automatic replies.
3. Home section ads
The Messenger Home Section, or inbox, is a new placement for Facebook Ads. With this ad type, your brand’s audience can be sent to the destination of your choosing, whether that be to a Messenger conversation or to a landing page.
We suggest considering placing ads for your next Facebook Ads campaign on the Messenger Home section. Home section Ads are automatically placed where they are most likely to drive campaign results at the lowest possible cost.
We highly recommend setting up a Response Assistant or chatbots on your business page. With a Response Assistant, your brand can send instant replies to anyone who messages your Page. This is ideal for consumer service, as well as reducing the need for your team to have to constantly monitor chat inquiries.
When you run an ad that clicks to Messenger, you can also set up an automated chat to generate leads. This is a more conversational method of collecting information from prospective consumers.