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Meta Announces New Business Messaging Tools, Including Improved WhatsApp Ad Creation

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Meta has announced some new options to help brands utilize its messaging tools, including improved ad creation on WhatsApp, the merging of WhatApp messages into the Meta Business Suite inbox and quote requests on Instagram.

First off, on WhatsApp – improving the WhatsApp ad creation flow, businesses will soon be able to create and launch their campaigns in the WhatsApp Business App, instead of having to switch apps to complete them.

The current process requires various app switches to activate a campaign, which can be annoying, especially given that you can create and launch campaigns in most other business dashboards. Soon, that middle element will be cleared, helping to streamline the WhatsApp promotion process.

Meta’s also looking to further its grand messaging unification progress, with the merging of WhatsApp messages into your inbox in Meta Business Suite.

WhatsApp inbox

That will make it easier to manage your business messaging interactions, while also helping you scale your contact points, so you can offer more ways for people to get in touch via the platform of their choice.

Eventually, all of your various Meta inboxes (Messenger, WhatsApp, IG Direct) will be integrated into one, so you can carry on your private discussions in any app you choose. Meta has delayed that process till 2023 at least, so that it can address regulatory concerns about the expansion of messaging encryption, but this new integration is another small element in that larger push.

Meta’s also testing a new capability that would enable businesses to send promotional message campaigns via Messenger to customers who opt in.

“For example, a customer may opt in to receiving notifications about upcoming sales, allowing businesses to keep customers in the loop about future sales. SMBs have long told us that Meta Business Suite enables them to respond more efficiently to customer inquiries, but they’ve often relied on other solutions for customer reengagement. With this feature, SMBs will have a new tool to drive sales and customer loyalty in Meta Business Suite.

Messaging campaign set up

On another front, Meta’s also adding ‘Lead Filtering’ on Facebook, which will enable business managers to filter out low quality leads by providing prospective customers with a multiple choice question within their Lead Ad Instant forms.

Meta’s also giving brands more content options within Instant forms, including images and downloadable PDFs.

And finally, over on Instagram, Meta will now enable businesses to elicit quotes from prospective customers via a questionnaire that will be displayed before starting a conversation. 

Currently testing with select businesses, this free product allows businesses to put a “Get Quote” button on their Instagram profile and use “Get Quote” stickers in Stories. With this button or Stories sticker, businesses can set up custom questions to ask customers prior to starting a conversation.

Messaging is still a difficult element for Meta to crack, on the revenue front at least. Despite billions of people using its messaging platforms every day, inserting ads, Meta’s most reliable business model, is not an option, and as such, Meta’s still trying to establish the best models, with WhatsApp, in particular, offering huge potential if it can get it right.

Meta had hoped to follow the lead of China’s big messaging platforms, which have become essential connection tools for many elements of everyday life for Chinese users, but Western audiences haven’t warmed to messaging in the same way. Yet, WhatsApp is a critical tool in many emerging markets, and there is still opportunity for Meta to convert it into a business platform as well, which is what new updates like these ideally work towards.

It seems like a ripe opportunity – the capacity to reach new markets through expanded messaging exposure, which could help drive new business.

It’s not an essential consideration yet, but it is worth exploring which messaging apps your target audience uses, and whether you’re accessible via the platforms that they’re on.

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Musk regrets controversial post but won’t bow to advertiser ‘blackmail’

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Elon Musk's comments at the New York Times' Dealbook conference drew a shocked silence

Elon Musk’s comments at the New York Times’ Dealbook conference drew a shocked silence – Copyright GETTY IMAGES NORTH AMERICA/AFP Slaven Vlasic

Elon Musk apologized Wednesday for endorsing a social media post widely seen as anti-Semitic, but accused advertisers who are turning away from his social media platform X of “blackmail” and said anyone who does so can “go fuck yourself.”

The remark before corporate executives at the New York Times’ Dealbook conference drew a shocked silence.

Earlier, Musk had apologized for what he called “literally the worst and dumbest post that I’ve ever done.”

In a comment on X, formerly Twitter, Musk on November 15 called a post “the actual truth” that said Jewish communities advocated a “dialectical hatred against whites,” which was criticized as echoing longtime conspiracy theory among White supremacists.

The statement prompted a flood of departures from X of major advertisers, including Apple, Disney, Comcast and IBM who criticized Musk for anti-semitism.

“I’m sorry for that tweet or post,” Musk said Wednesday. “It was foolish of me.”

He told interviewer Andrew Ross Sorkin that his post had been misinterpreted and that he had sought to clarify the remark in subsequent posts to the thread.

But Musk also said he wouldn’t be beholden to pressure from advertisers.

“If somebody’s gonna try to blackmail me with advertising, blackmail me with money?” Musk said. “Go fuck yourself.”

But the billionaire acknowledged that there were business implications to the advertiser actions.

“If the company fails… it will fail because of an advertiser boycott” Musk said. “And that will be what will bankrupt the company.”

Musk, who met with Israeli Prime Minister Benjamin Netanyahu during a visit to Israel earlier this week, insisted in the interview that he holds no discrimination against Jews, calling himself “philo-Semitic,” or an admirer of Judaism.

During the interview, Musk wore a necklace given to him by a parent of an Israeli hostage taken in the Hamas attack on October 7. The necklace reads, “Bring Them Home.”

Musk told Sorkin that the Israel trip had been planned earlier and was not an “apology tour” related to the controversial tweet.

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

With a need to expand its advertising business, TikTok is now fully focused on the output of long-form videos.

A new report by The Information shows the company’s recent efforts to convince
creators to put out longer videos in order to provide more room for ad placements.

According to the …



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X Adds Option To Embed Videos in Isolation From Posts

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X Adds Option To Embed Videos in Isolation From Posts

Next time you go to embed an X post, you may notice a new step:

Now, X will enable you to choose whether you want to embed the video element in isolation, or the whole post, as normal.

And if you do choose to embed just the video (or GIF), it’ll look like this:

Which could be a helpful way to present X-originated video on third-party websites, and add context to, say, your blog post, without the clutter of the full X framing.

But it could also reduce brand exposure for X, which is likely why Twitter didn’t enable this before, though it did once provide an “embedded video widget” which essentially served the same purpose.

X embeds

Twitter gradually seemed to phase that out as the platform evolved, and there’s no specific reason that I can find as to why it removed it as an option. But either way, now, it’s back, so you have more options for using X-originated content, and putting more focus on video elements specifically.

Though I don’t know why they didn’t also take the opportunity to remove the ‘Tweet’ reference. Since the re-brand to X, the platform seems to have gone to little effort to weed out all the tweet and bird terminology, but then again, with 80% fewer staff, that’s probably understandable as well.



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