Changes to Facebook Messenger Aim to Drive Better Conversations - The Social Julie

If your business relies on social media to sell your products or services, you know the importance of Facebook Messenger. According to Facebook, 69% of the people surveyed in the U.S. say being able to message a business helps them feel more confident about the brand. Part of that confidence comes from the fact Facebook has policies around how to best communicate with customers via Messenger — and those policies have recently been updated.

Why Messenger?

Before diving into the policy changes, let’s revisit what makes Messenger so attractive to small business owners. Messenger:

  • Improves customer acquisition: Facebook Messenger is one of the leading messaging platforms in the U.S. In 2018, more than 126 million U.S. mobile users accessed Messenger. Using Messenger to interact with customers lets them take action with your company in a place they already spend their time.
  • Encourages purchase: Investing in Messenger allows prospects to browse your products or services and purchase them directly in the platform during a conversation.
  • Builds positive experiences: Just like having a real, in-person conversation, Messenger helps you create a positive experience between your brand and your customers. It’s an easy way to create a meaningful connection and deliver exceptional customer service.

New Features and Platform Policy Updates

New Messenger platform policy changes went into effect in early March 2020 to reduce spam and make conversations between people and businesses more effective for both parties. The policy changes affect new solutions that have been rolling out over the last year, the most notable being investments in lead generation within Messenger. This new template within Facebook Ads Manager enables businesses to create automated experiences to help qualify leads within Messenger. Businesses can continue the conversation with prospects directly in Messenger and integrate with existing CRM tools to track leads.

These new features come with updated policies to improve the quality of conversations. Some updates went into effect in January of 2020, with additional updates added in March 2020. Updates include:

Standard messaging window

People expect businesses to respond quickly to messages, that’s why Facebook has instituted a 24-hour window to respond. So, when a person sends your Page a message or starts a conversation via a web plug-in, your app has up to 24 hours to respond.

Streamlined message tags.

Beyond 24 hours, you can utilize message tags and sponsored messages to reach consumers. Message tags make it easier to send important and personally-relevant one-to-one updates outside the standard messaging window for use-cases such as post-purchase updates and event reminders. Make sure to review what tags are supported and what use-cases are allowed.

The availability of a one-time notification API.

This API allows a page to request a user to send one follow-up message after the 24-hour messaging window has ended. Essentially, the user can opt to review a future notification. An example of when this would effective is if a customer inquiries about an out-of-stock item they can request to be notified when the item is back in stock.

Conversations Inspire Trust and Loyalty

These changes build on the fact Facebook is committed to ensuring Messenger continues to be used to drive timely and personally-relevant conversations. Want to learn more about how to leverage Facebook or Facebook Messenger to build relationships with your current and potential customers? Contact us!