Facebook Messenger’s newly released ads feature has made it easier than ever to reach potential customers. Yet striking the right tone and balance in your marketing is essential, so here are a few key takeaways to get your strategy on track.
Types of Messenger ads
Facebook currently offers three main ad formats within its Messenger app. They are:
- Messenger destination ads
Like the traditional display-style Facebook ad, these sit in users’ newsfeed on Facebook. Only instead of linking to your brand’s Facebook page, you can now link the ad directly to a new Messenger thread so your customers will be automatically ushered into a private conversation with you. It’s a nice twist on tried-and-true Facebook ads and offers consumers a fresh way to engage with you.
- Messenger home placement
These are a bit different than destination-based ads, as they show up on the home page of users’ Messenger app. The ads work like an invitation, in that users have to initiate the conversation with you—you can’t send messages to random people. The ads merely put your brand in front of users right in the Messenger app, hopefully spurring them to contact you for more information.
- Sponsored messages
The newest addition to Facebook’s range of advertising options lets you target a very specific audience. When a user engages with your brand, you can then send them a sponsored message straight to their Messenger inbox, making it easy to deliver an exclusive discount or promotion to consumers who are already aware of your brand.
Whilst it’s exciting to have a new way to target and engage customers, this new Facebook ad capability does run you the risk of invading users’ privacy. Imagine how it might feel to suddenly get bombarded with ads and messages from brands you’ve never heard of, in an app you thought was meant to help you stay in touch with people you actually know. It’s important to avoid any marketing strategy that may come across as intrusive or too pushy, as this is sure to turn off potential customers.
Do plenty of homework before you dive in so you can reap all the benefits of this exciting new opportunity.