Facebook expands sponsored messages and can now be used by many businesses to send promotions directly to users with whom they have previously communicated.
These messages are not marked as sponsored and will appear on a user’s home screen, the same way as they see a contact’s message.
Facebook said in a blog post that they plan to “offer sponsored messages to all advertisers in the coming months. Messaging channels are becoming an increasingly important part of the connection between businesses and people.”
It’s been noted that 54.4% of US social media users preferred messaging channels, including Messenger, over the phone, email or online chat.
The social media giant also said that “many businesses use click-to-Messenger ads every day to start conversations with customers; generating leads, driving transactions and offering customer support. Now we’re making it easier for advertisers to re-engage those conversations using sponsored messages.”
In Facebook’s Q3 results, CEO Mark Zuckerberg said more than 20 million businesses use Facebook monthly to communicate with customers.
Facebook added, “Advertisers have already seen great results using sponsored messages, and we’re excited to roll it out to more businesses using Messenger.”
The sponsored messages can only be sent once within a 24-hour period and can be sent to users who have previously chatted with a company’s Facebook Messenger bot.
This will be rolled out nationwide after seeing promising results from Messenger ad tests in Australia and Thailand in July.
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