Facebook launched click to Messenger ads on its platform in November. Now they’ve been added to Instagram as a placement as well.
Ever since it brought ads to Messenger, Facebook has been working hard to give advertisers more value by promoting the platform heavily, and building a host of new features into it. As Facebook puts it:
[quote]We’re focused on providing new ways for people to discover and connect with businesses through Messenger.”[/quote]
Messenger ads began as a way to get into conversations with businesses, and the addition of click to Messenger ads on Instagram will surely complement them, as they allow you to reach new people on Instagram and get into conversations with them on Messenger. After all, Facebook’s plans to monetise Messenger begin with a period of encouraging conversations between users and businesses on the latter.
How They Work
Someone sees your ad on Instagram and clicks on it. He/she is then taken directly into a conversation on Messenger with the advertiser. In that conversation, he/she is presented with all the “your Messenger content,” that includes “all the text, image and video messages that you set up when you created the ad.”
You can pick image, video or carousel ads to run your click to Messenger campaigns, channeling people from Instagram into direct conversations with your business. They are available through your Ads Manager, Power Editor, and Facebook’s Ads API. So, when you’re choosing your placements, you can choose to run the ads on Facebook and Instagram, or either – to increase your reach, but also the type of audience you are targeting.
You can find out more about click to Messenger ads here. Facebook is rolling the new feature immediately, but it will be available “to all businesses within the next few months.”