Why you need to use Facebook Messenger for marketing

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

Facebook messenger hasn’t been with us for that long nonetheless it has definitely made the feeling. With 1.2 billion active users, ⅙ of the global population is by using this app!

Messaging apps have grown to be popular overtime, with most of the younger generation spending additional time socialising through texts, than face-to-face conversations. There are various platforms, vying for users, in the messaging app ecosystem. In the battlefield of messaging apps, Facebook Messenger even leads Whatsapp for memberships, while WeChat is dominant in China, with over 90% utilizing the app.

Even though geographic locations are likely involved in determining the popularity of messaging apps, the rise in using Facebook Messenger remains undeterred, with 1.2 billion active users that produce ⅙ of the global population. 88% of online adults certainly are a member of a minumum of one of Facebook’s four main services: Facebook, Facebook Messenger, Instagram or WhatsApp.

For business, the Messenger app is roughly three years old. At the 2015 F8 conference, Facebook unveiled this new Messenger feature to boost how business communicate to its customers. It’s taken some time to proposition Facebook Messenger being an app for businesses to work with within their sales and marketing process, however, since 2015 a lot more than 1 billion messages have already been sent every month between customers and businesses. So, it’s definitely getting somewhere!

This graph from Statista shows the upward growth in the amount of Facebook Messenger users in U.S., from 2014 onwards, and predicts further growth till 2020. In 2014, 64.9 million U.S. cellular phone users accessed the messaging app to communicate which figure is projected to cultivate to 139.2 million users in 2020.

With a variety of research showing the upward growth in using messenger apps, such as for example Facebook Messenger, it’s time and energy to ask the question. How do brands utilize it because of their business?

There are numerous techniques brands can leverage this channel:

  • Storytelling – create interactive stories and content to activate your prospects
  • Customer Support – provide answers to common questions
  • Sell – suggest a customised solution or suggestion through ads
  • Transactional – utilize it to send transactional messages, such as for example purchase or shipping confirmations.
  • Digest – regular newsletters or digest for the latest post and updates.
  • Lead magnets – deliver lead magnets, where consumption rate is significantly higher
  • Reminders – before webinars, workshops or live events.
  • Awareness – help prospects know very well what you do and ways to help 

You can find out more about how exactly to leverage Facebook Messenger to boost you brand’s performance from our Quick Win on Facebook Messenger Marketing. 

Not only a communication channel but a conversational channel

Every month 1.2 billion folks are actively using Facebook Messenger to talk to family, friends and acquaintances. More folks are actively using Messenger apps than they’re even utilizing the social media networks like Twitter, Facebook and Instagram.

People also exchange one billion messages with businesses on Messenger on a monthly basis. For a few, it’s turn into a primary communication channel. But we can not forget that it’s first a conversational platform. Brands have to maintain that conversational aspect because that’s the type of the platform.

According to a report on conversational commerce, the common conversation rates to get range between around 20-30%, whereas online, that rate drops right down to sub 10% according to the brand strength. The most obvious reasons for that may be the rich, visual and tangible experience that customers get if they physically search for a store. However, another reason may be the instant customer care and service they receive within the stores, rendering it needed for online platforms in order to contend with that degree of customer support.

Brands have to be in a position to provide more personalised, real-time customer experience. The report also reiterates that 53% of individuals are more prone to shop with a small business they are able to message, rendering it worthwhile for business to take into account deploying newer, more innovative martech such as for example chatbots and conversational UIs.

Millennials appear to be the quickest adaptors of chatbot-based customer experiences. In accordance with Huffingtonpost, 60% of the millennial population already uses chatbots and 71% have implied they wish to use one. Actually, chatbots installed on messenger apps, this type of Facebook Messenger, will dsicover a stark rise in usage, during the period of 2018. Business may use messenger-based chatbots as more cost-effective way, to send customers personalised content, offer exclusive deals and suggest purchases.

Artificial Intelligence is a hot topic in marketing, throughout 2017, but AI is really a broad term covering an array of different technologies. Artificial intelligence means any technology that seeks to mimic human intelligence, which covers an enormous selection of capabilities such as for example chatbots, voice and image recognition etc. Smart Insights uncovers each different AI application and its own implications for marketers in an in depth article about Applications of Artificial Intelligence.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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