Facebook has already done a lot for app developers/marketers. Audience Network, Native ads, Download buttons, … are all great features marketers can rely on to promote their apps to the people who are the most likely to download it.
Now, Facebook is going even one step further, with deep linking.
Also Read: The Complete Guide to Facebook Ad Specs
Until now, you could promote your app on Facebook and even offer a direct link for users to download it, directly from the NewsFeed. But here is the thing, users would have to accept the download, then open the app and go to the specific section you wanted them to visit. That is if you were promoting a specific feature of your app for example, or a listing of hotels to book on your travel app.
With deep linking, Facebook can now redirect users who click on your download ad, to a specific in-app page once the app downloads. The result is a very powerful new tool for direct marketers who sell products and services through their apps.
Say you are marketing an app that sells hotel bookings. Using Facebook, you already had the ability to target very specific audiences. For example, you could be targeting people living in London who are currently visiting Paris and let them know about the great offers you have for hotels in Paris. This is already awesome for a marketer. But, the issue was when users would indeed download (or open) your app: all they would see is your regular homepage, nothing directly linked to great offers in Paris.
With deep linking, Facebook is solving this for you. Now you will be able to redirect people who clicked on your ad, directly to a specific in-app page, the list of your current great offers for a night in Paris, for example.
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Deep linking is maybe the most important step towards in-app purchases that Facebook has ever taken so far. What could the next step be? Not relying on third party apps at all, I guess.