Brands on Instagram will now be able to post videos, images and carousel ads to engage with consumers on Facebook’s Messenger platform after the social giant rolled out a new update that brings the three major services closer together.
Facebook launched click-to-Messenger ads late last year as a new product for brands to “target discovery of experiences” and start conversations with users on the messaging app. Billed as an alternative to email marketing, it also allows marketers to stay connected, as they can then continue the conversation by sending sponsored messages and other relevant information that would otherwise struggle to cut through the noise in someone’s inbox.
Instagram, like Facebook, is a primary platform for brands that want to build an audience, so the arrival of Messenger ads should enable them to convert users into customers and push them along the buying cycle while managing their relationship with bespoke content in the long term.
“When someone clicks on an Instagram click-to-Messenger ad, it opens a conversation with your business,” Instagram said in an official blog post. “People will be sent to your Messenger content, which includes all of the text, image and video messages that you set up when you created the ad.
“Click-to-Messenger ads help to channel people’s interests on Instagram into an active conversation with your business. They can be image, video or carousel ads, and they’re available in Ads Manager, Power Editor and the API (application-programming interface). You can also place click-to-Messenger ads on both Facebook and Instagram to extend your reach.”
Messenger now has a staggering 1.2 billion monthly users, so brands on Instagram should be able to tap into new audiences with the new ad placements. Facebook also revealed that over two billion messages are now exchanged between enterprises and users every month and that the platform supports around 100,000 monthly active bots.
There is an analytics bonus for advertisers buying ads on Facebook’s self-serve Ads Manager, as key Messenger metrics such as new conversations, total numbers of messages and blocks and ads triggered will be viewable. The new ad functionality started rolling out midweek, and Facebook promises that every business will be able to leverage it “within the next few months.”