Facebooks Click to Messenger Ads Will be Making an Appearance on Instagram
Direct conversations between a brand and a user on Facebook via messenger bots have been around since the end of 2016, thanks to their ‘Click to Messenger’ ads.
Facebook introduced the function explaining the importance of business, brands and consumers being in direct contact. The ad button allowed for a direct message (DM) to be created instantaneously via a messenger bot from an ad post.
Due to the success of this new wave of B2C communication, Facebook is extending the ‘Click to Messenger’ ads to Instagram, the social media platform it acquired for $1 billion back in 2012. A difference however, is users will be re-directed to messenger interactions not to Instagrams own messaging area.
Brands and companies on Instrgram now have the ability to connect with their users via these messenger bots, directly increasing the exposure of the bot. Also, more interestingly this highlights how Facebook is taking further steps to integrate their applications.
The Cross-app notification opportunity was introduced in May and for the first time this enabled users to simultaneously be present on Messenger, Facebook and Instagram in one place; being able to quickly click and switch between platforms.
Another integration approach, which Facebook introduced recently, was the combining of the Messenger inbox, Facebook and Instagram. This was a huge assist to businesses, helping them easily utilize the three platforms. The combination increases the number of combined active users to the billions.
Facebook’s goal of converting the site and platform in to a collective tool is showcased in these previous integration tactics. Trends in usage suggest that people are openly searching for engagements on social platforms that are more personalised and more direct.
Facebook released the information that every month over 2 billion direct messages are exchanged between businesses and people. The number of active messenger bots on Facebook’s in nowhere near the 2 billion mark and stands at just over 100,000. This role out of the Click to Messenger ads to Instagram may be the key to increasing awareness and usage of the messenger bots across both platforms.
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