We’re halfway through the year. By now, many social media marketers are starting to see the impact of the strategies they set in motion at the beginning of the year, and it’s a good time to recalibrate. Understanding the new tools and features that have been introduced to Facebook and Instagram in the last few months will help you keep your strategy on track.
Let’s take a look at the core June 2022 Facebook updates you need to see, with a few sneak peeks into what’s being tested by Instagram, too.
Live chat is one of the most popular ways for users to communicate with businesses. A significant number of customers rely on messaging brands on social media platforms - particularly Facebook, Instagram, and WhatsApp - to get prompt assistance.
Understanding the business significance of direct messaging, Meta has been working on new conversation management tools for brands. In May, the company implemented new additions designed to make managing and monitoring conversations a Facebook Business Page much more efficient. Let’s look at each.
Messenger Ads on Facebook allow businesses to create ads that, when clicked, take users directly to the brand’s WhatsApp account to start an instant conversation.
Facebook is streamlining the creation process for this ad category. Soon, it will be possible to create ads directly from the WhatsApp Business App, without having to go through Facebook’s Ads Manager system.
Businesses using Meta’s Inbox (part of the Meta Business Suite available to all Page owners for free) can access and manage messages from Facebook Messenger and Instagram Direct in this single location. WhatsApp is now being added to the Inbox as well.
Facebook is currently testing a new option that allows businesses to send promotional messages to customers who opt in. These text ads can be sent via Messenger and include information about products, events, or special deals. Customers receive notifications and see promotional messages alongside other — organic — incoming messages in their inbox.
This feature will allow brands to use Meta’s inbox for more than just responding to customers. Businesses will be able to re-engage prospects and do proactive outreach. And since users have to opt-in to receive sponsored messages, the advertising format is unlikely to come across as spam.