On January 25, Facebook announced a plan to fully integrate the three platforms: Facebook Messenger, Instagram, and WhatsApp.The revolutionary project will empower users to message each other, regardless of the apps they’re using, according to The New York Times.People on Instagram will be able to effortlessly message friends on Facebook. WhatsApp users can reach out to friends on Instagram.It was proposed by Facebook founder Mark Zuckerberg, which came as a surprise to some after he’d previously advocated for the apps’ distinct separation.So far, the word is that Facebook’s plans for the platform integration will be complete by 2020.This is about to have a huge impact on digital marketers.Here are six key things every marketer should know about Facebook’s announcement.This Is a Big Win for Folks Using These Apps“[We want to] build the best messaging experiences we can; and people want messaging to be fast, simple, reliable and private,” say Facebook reps.Being able to use the app you’re already using to reach friends, colleagues, and family on other apps – without having to download a new app on your phone? Convenient!. There are more than 2.6 billion combined users on Facebook, WhatsApp, and Instagram.By integrating the apps, Facebook doesn’t have to try to coerce users into downloading the other messaging platforms they wouldn’t use otherwise. Instead, users just need one of the three apps to message friends and family across the platforms.“We’re working on making more of our messaging products end-to-end encrypted and considering ways to make it easier to reach friends and family across networks,” said Facebook.Marketers Need to Get to Know Facebook Messaging AdsAfter closing another quarter beating earnings estimates ($16.9 billion last quarter!) Facebook will benefit its bottom line with new revenue opportunities through the apps integration.It was just a few years ago that Facebook said it was running out of space in the News Feed to show ads. As long as Facebook gives advertisers robust targeting capabilities and good placement opportunities, then demand and inventory will grow. With this integration, expect to see new ad formats and placements within the Facebook Ads ecosystem open up on Instagram, Messenger, and WhatsApp.The big takeaway here: It’s time to start running Facebook Messenger ads with automated chatbot “landing page” experiences. Start looking at Facebook click-to-Messenger ads and developing your strategy for awesome engagement with competitive ROAS.When you’ve nailed the click-to-Messenger ad, you’ll be ready when WhatsApp and Instagram release similar direct messaging ads.Did You Know, Chat & Text Are Preferred to Email & Phone?(Not so) news flash: most people prefer chatting over any other channel.This includes communications via email, phone, and traditional mail.Here are the stats:
- 8 percent of consumers prefer to use messaging apps to communicate with businesses over email.
- 55 percent of people are interested in reaching out to a business through messaging apps to solve an issue.
- 47 percent of consumers are open to purchasing via chat automation (chatbots).