SOCIAL
Meta Adds New, In-Stream Payment Options for SMBs
Meta’s looking to give its eCommerce ambitions another push, with the launch of payments between users and businesses within Messenger chat, providing another way to facilitate transactions in its apps.
As you can see in this example, the new process will enable businesses to request payment within a message thread, with users then able to transfer funds, right then and there, streamlining purchase.
As explained by Meta:
“For example, if you’re interested in a backpack, all you have to do is send a message to the business about the one you love. From there, you can chat about customizations – like adding your initials – and then place your order right in the chat. In that same chat thread, you’ll also be able to track your order and ask the business any follow-up questions.”
Users will be able to use Meta Pay (the payment system formerly known as ‘Facebook Pay’) to complete their purchase, with businesses then able to maintain connection on updates and details as the order is processed.
It’s essentially the same as payment transfers between friends, which have been available in Messenger since 2017. Now, businesses will also be able to tap into that same capacity – which seems like a small, even logical conclusion for Meta’s process, though it may be a much bigger deal than it likely seems.
Meta has been trying to integrate in-stream shopping, in various ways, for years, via experiments with buy buttons, live-stream payments, its own cryptocurrency, and more. All of those have faced various levels of pushback, and/or low consumer take-up – but with billions of people exchanging messages with brands in its apps every week, Meta sees big opportunity, if it can get its payment options right.
Which is why this is such a significant new test. Yes, it’s the same as payment transfers between connections, and functionally, it’s not a major technological advance (brands using Instagram Shops can already facilitate payments). But enabling more merchants to more easily drive payments direct from Instagram is a big step in encouraging them to expand their reliance on the app to build their business.
Meta’s also working on similar payment options within WhatsApp, which could open up more in-stream commerce opportunities in emerging markets, while it’s also developing a new ’wallet for the metaverse’ which will provide a more integrated way to securely manage your digital identity and purchases in future.
If Meta can get these elements right, that could make it much easier to go from inspiration to purchase within its apps, essentially converting its visual feeds into a virtual shopping mall, which could be a big winner for a wide-range of SMBs.
There are still regulatory challenges in some regions, and other functional issues for Meta to overcome. But the more trust it can build in its payment systems, through the gradual integration of processes like this, the more it advances towards that next stage.
Payments via message is now available to US-based SMBs who don’t currently use Instagram Shops.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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