Facebook’s Growth Highlights Importance of Messenger
Facebook is having a good year financially. In its recent third-quarter 2019 earnings announcement, the company bested analyst expectations for growth in not only revenue but also membership: monthly active users now number 2.45 billion. Facebook isn’t going anywhere even though its problems have brought upon itself the threat of government regulation and even break-up.
What is Facebook doing right? Well, here’s one answer: Messenger.
What Is Facebook Messenger?
Facebook Messenger is an app that people and businesses use to communicate with each other. Users can send messages, react to messages from others, and exchange photos, videos, and audio files. Facebook operates Messenger as a separate app. And it’s an extremely useful tool for brands, which can share all sorts of things, including ads. Through Facebook Messenger Ads, companies and users enjoy real-time text conversations—with the click of a button.
Currently, Facebook offers a number of different types of Messenger Ads:
- Destination ads, which employ a lighter touch to engage customers. Rather than the usual “Shop Now” call to action, a “Send Message” button allows users to “get their feet wet,” as it were, and grow acquainted with a brand.
- Sponsored messages, which deliver specially created messages (a sale coupon, for example) directly to a consumer’s inbox.
- Home section ads, which crop up in the home dashboard of the messaging application and allow users and brands to engage in organic conversations.
Brands embracing tools like Messenger Ads stand to benefit: according to Facebook, 53 percent of users are more likely to make a purchase if they can message you. And because Facebook Messenger Ads don’t target non-brand-aware users, companies connect with people who have already interacted with their ads previously—an audience that is likely to be receptive (brands also gain points for not invasively reaching out to . . . everyone). Finally, it’s worth noting that Messenger Ads offer local targeting options, allowing brands to touch base with a specific audience based on where the business is located.
What Does Facebook Have to Say About Messenger?
During a recent conference call with investors, CEO Mark Zuckerberg and COO Sheryl Sandberg returned to the topic of Messenger, and its importance, several times. Some key points stand out:
- Businesses are already using Messenger to drive sales. According to Sheryl Sandberg: “Messaging is one of the fastest growing areas for online communication–especially between businesses and people. We’ve seen businesses use Messenger to reach customers, generate new leads and even sell cars. For example, French auto manufacturer Renault used a combination of Instagram Stories and Click-to Messenger ads to drive sales of a limited-edition vehicle, the Captur Tokyo. Facebook was their only advertising channel, and over the span of 30 days, they sold 100 cars—20 directly through Messenger. This quarter we added a Click-to-Messenger feature in Stories so businesses can grab someone’s attention in Stories and then continue the conversation.”
- Messenger and Stories Deliver a 1-2 Punch. As noted above, Renault is using Messenger in conjunction with Stories. In the investor earnings call, Zuckerberg and Sandberg underline how businesses can maximize the value of features like Messenger through this type of imaginative pairing. To make it easier for more brands to create ads for the Stories format, Facebook has launched customizable templates for Facebook, Instagram, and Messenger. Advertisers can upload existing photos and videos, then augment them with different layout, color, and text options. The end result? More engaging Stories. And the Click-to-Messenger feature Sandberg references makes it possible for businesses to capture a user’s attention on Stories and then continue the conversation via Messenger.
What You Should Do
When using Messenger as part of outreach:
- Consider how Messenger will serve your brand in the context of the entire customer journey. Messenger Ads can spark interest, for example, and the Messenger the app can be a brilliant customer service tool.
- Combine Messenger with Stories for an engaging and ultimately personal customer experience.
Contact True Interactive
Want to learn more about Messenger and how it will elevate your outreach? Contact us.