Updated: Nov 4, 2020
The key to successful marketing lies in knowing the right platform that your target audience will have the best chance of engaging with your digital ad or content.
It is a pretty known fact now that social media platforms like Facebook and Instagram are good at reaching your audience, but have you considered using Facebook's Messenger app to run your digital ads?
Facebook's Messenger app had 1.3 billion users in far less time than the site itself had those many users.
A lot of businesses have shifted to Facebook Messenger for their marketing needs.
And this migration has caused a revolution in social media marketing.
Experts have noted the following trends emerging out of the change
1. Comment guards
These are bots added to Facebook posts from people or businesses. They are a good way to generate leads. Whenever somebody comments on the post, she or he will receive a message from the user.
2. Messenger blasting
Akin to email blasting, it sends out a message to everyone on a user’s contact list. The technique has 70-80% of hourly open rates. This means 70-80% of the recipients open the message in an hour. In comparison, emails, have a 5% open rate.
This is why messenger blasting has become a popular way to engage with followers. It creates brand recognition through sustained interaction.
3. Click to Messenger
These ads carry a 'Opens in Messenger' or 'Send Message' button. Users who see these ads and want more information have to click on the tab.
They have an almost 100% engagement rate and have become popular.
Anyone who clicks on the ad becomes part of the advertiser’s contact list.
4. Chat widgets
A common feature on websites, chat widgets let users contact a business. Live chats with actual humans have shown to increase lead generation by 40%.
But it is expensive to hire staff. This is where the trend of using bots in chat widgets has come in.
They are available 24*7, respond instantly, and are very cheap.
5. Organic content
Advertisers have started posting short, bite-sized organic content on Facebook Messenger. This is a good way to stay in touch with customers. For instance, sportswear brands can share inspirational quotes.
An animal shelter could share pet care and grooming tips with their followers. Such content is engaging and often prompts action.
6. NLP use
Over time, bots have become more like humans. This makes it tough to distinguish between the two over chat windows.
The secret behind this is Natural Language Programming (NLP). It is a tool that lets bots respond in naturally-flowing, complete sentences. It sets them apart from voice assistant systems.
There, users have to select from options provided to have their queries resolved. Used for customer service, NLP is gaining popularity.
7. Mainstream business channel
Even a few years ago, Facebook Messenger was a novelty. Its potential was unknown to most people. But, in 2020, that has changed and messenger marketing has gone on a path of explosive growth.
It has emerged as a versatile platform well-suited for a conversation with consumers. It leads to conversions, brand recognition, and brand loyalty.
8. Higher open rates
Messenger marketing has an average opening rate of approximately 80%. This means, almost 80% of those who receive marketing content on Messenger check it out.
This is a marked jump over average email opening rates which stand at 20%. This confirms that one in 5 recipients is likely to check what they have received in their email.
9. More revenue generation
Studies have found Facebook Messenger marketing generates 1.6 times more revenue than email marketing.
Messenger is also better at getting users to make purchases from abandoned online shopping carts.
Considering that it is still a new platform, Messenger marketing will only get better with time.
Facebook Messenger marketing has a positive track record to date. Its potential for exponential growth is still unexplored.