Facebook has been constantly making efforts to promote
eCommerce across its platform and so, the company’s latest set of tools revolves
around the consumer-business connection. Facebook is working on improving
business discovery and has introduced personalized messaging, along with new
management tools to help businesses maximize their activity and reach.
Lets take a look at what each of the new tools is about. First,
there is a click-to-message ad option that allows businesses to engage with
more customers in various messaging apps. Up until now, businesses could reach
out to customers via Messenger, Instagram Direct or WhatsApp. Now, it is
possible for them to choose any other messaging app where they wish to chat
with customers.
Facebook will add a messaging app as default in the ads by detecting an app that is most used by a user and then prompt them to contact businesses through the particular app.
Facebook’s statistics reveal that 75% of adults prefer
communicating with businesses via messaging. Therefore, this new addition is
likely to be beneficial for maximizing communication between brands and
customers. Moreover, it will serve as a more personal and direct means of
contact.
Facebook is also expanding the WhatsApp click-to-chat button
to Instagram, so businesses can add the button to their Instagram profile as well.
The company also revealed its plans to bring the option of creating ads that
click to WhatsApp directly from the Instagram app.
Furthermore, on Facebook’s main app, a new question-answer
feature is being tested. This would allow businesses to ask customers a few
questions before starting a chat with them, to provide more context ahead of
the chat. This option is similar to Automated Reply that was available in Messenger
for some time.
In addition to the above tools, Facebook’s Business Suite
Management platform is also getting new email and messaging options to help businesses
manage their full marketing and outreach flow from the app. A new File Manager tool
is also making its way to Business Suite. This tool will provide users the
ability to manage their Facebook content through the app, and help brands compare
multiple versions of a post to see which one people are more likely to engage
with.
