Brands can now drive Facebook, Instagram and Messenger Stories ad traffic to start conversations on Messenger.
How it works. Users can swipe up on Stories ads that have the new “Send Message” call to action to start a conversation with the business in Messenger without leaving the app they’re in.
Why we should care. This integration adds another engagement mechanism for Facebook advertisers and could be particularly appealing for businesses with longer conversion cycles. There are 40 million businesses active on Messenger, which has a user base of more than 1.3 billion, according to Facebook.
This feature is now available to businesses with Messenger templates set up in their Facebook Ads accounts.
About The Author
Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.