Meta has announced some new options to help brands use its messaging tools, including improved ad creation on WhatsApp, merging WhatsApp messages into the Meta Business Suite inbox, and requests for quotes on Instagram.
First on WhatsApp: By improving WhatsApp’s ad creation flow, businesses will soon be able to create and launch their campaigns in the WhatsApp Business app, rather than having to switch apps to complete them.
The current process requires several app changes to trigger a campaign, which can be annoying, especially since you can create and launch campaigns in most other business dashboards. Soon, that middle element will be removed, which will help streamline the WhatsApp promotion process.
Meta is also looking to further its great message unification progress, with the merging of WhatsApp messages in your inbox into Meta Business Suite.
That will make it easier to manage your company’s messaging interactions, while helping you scale your touchpoints, so you can offer more ways for people to communicate through the platform of their choice.
Eventually, all of your various Meta inboxes (Messenger, WhatsApp, IG Direct) will be integrated into one, so you can continue your private conversations in any app you choose. Meta has delayed that process to at least 2023, so it can address regulatory concerns about expanding message encryption, but this new integration is another small element in that bigger push.
target too testing a new capability that would allow businesses to send promotional message campaigns through Messenger to customers who opt-in.
“For example, a customer can opt in to receive notifications about upcoming sales, allowing businesses to keep customers informed of upcoming sales. SMBs have long told us that Meta Business Suite enables them to more efficiently respond to customer inquiries, but have often relied on other solutions to re-engage customers. With this feature, SMBs will have a new tool to drive sales and customer loyalty in the Meta Business Suite.”
On another front, Meta will also add ‘Lead Filtering’ on Facebook, allowing business managers to filter out low-quality leads by providing prospects with a multiple-choice question within their Instant Lead Ad forms.
Meta also gives brands more content options within Instant Forms, including images and downloadable PDFs.
And finally, on Instagram, Meta will now allow businesses to get quotes from potential clients through a questionnaire that will be displayed before starting a conversation.
“Currently being tested with select businesses, this free product allows businesses to place a “Get Quote” button on their Instagram profile and use “Get Quote” stickers in Stories. Using this button or the Stories tag, businesses can set up custom questions to ask customers before starting a conversation.”
Messaging remains a difficult element to crack for Meta, at least on the revenue front. Even though billions of people use their messaging platforms every day, inserting ads, Meta’s most trusted business model, is not an option and as such Meta is still trying to establish the best models, with WhatsApp in particular, offering huge potential if you can. Do it well.
Meta had hoped to follow the lead of China’s big messaging platforms, which have become essential connection tools for many elements of Chinese users’ daily lives, but Western audiences haven’t been as enthusiastic about messaging in the same way. . However, WhatsApp is a critical tool in many emerging markets, and Meta still has an opportunity to make it a business platform as well, which is what new updates like these ideally work for.
It seems like a great opportunity: the ability to reach new markets through increased messaging exposure, which could help drive new business.
It’s not yet an essential consideration, but it’s worth exploring what messaging apps your target audience uses and whether it’s accessible through the platforms they’re on.