Messenger Marketing: What is changing?

Messenger Marketing: What is changing?

Let’s make a brief premise: What is messenger marketing?

Facebook Messenger positions itself among the first platforms to collect the greatest number of members, after Facebook and WhatsApp itself, still belonging to Mark Zuckemberg, recording more than 1.3 billion active users per month.

Facebook Messenger is also about to achieve another objective: to become within one year The most used marketing channel in the world.

Many companies have already started implementing it in their communication and promotion strategies, seeing immediate results. We are already talking about messenger marketing.

In many cases, it is even used to replace the email, although it always has the primacy of return on investment (return of investment), since I opening rate And the clicks are much higher than the classic newsletter. On average, 80% and 30% respectively.

Facebook Messenger works because Facebook is the first social network to which more than two billion people are registered worldwide.

It is immediate to think that these users are also consumers and that they wish to follow even the most popular brands via the social network. But also that, in the event of requests for information, complaints, assistance or another, they can contact the brand or the product directly from the fan page.

How?

Via Facebook Messenger. It is probably the fastest and fastest system to communicate with companies and individuals.

Not time ago, the new mortal: Messenger announces the removal of the broadcasting function.

What am I talking about? Let’s go calmly. Let’s start with the definition of «broadcasting»:

A broadcast is an un automated message, which you can send to your contact list on Messenger using the Messenger Bots (ManyChat, Chatfuel, Chatbot Plus).

The sending of the message is planned with a specific date and hour, then be sent to the contact list by you selected.

So far, there are.

But now let’s talk about the «24 + 1» rule.

This rule indicates when it is possible to send promotional messages via your bot.

The rule indicates that: you can send promotional messages within 24 hours of the last interaction with the bot and another message of «follow -up» after the above 24 hours.

What is the intention of «interaction»?

A message, a click on the «Start» button, a click on any button leading to a bot bot. In short, any guided and not guided response that the user gives the bot.

Important: a click that comes out of Messenger does not apply as an interaction.

👉 Non -promotional messages

When can you consider a «non-promotional» message?

First of all, your distribution should not contain any link that leads to a sales page or a commercial page of any kind and does not refer to any product or service.

But it is not enough. Also in the text text, references to products, coupons, discounts, sales, prices or offers should be avoided.

What changes

From this moment, the programs will be divided into 4 categories:

1. Abundant contents
2. Non -promotional content
3. Promotional content
4. Sponsored messaging

Let’s analyze one by one:

👉 Abundant contents

This type of messages allows your Facebook page to send non -promotional messages, as long as your page has been approved for one of the following categories: news, productivity and personal trackers.

From 12/31/2019, to send these messages, your page must exceed an approval process which consists in specifying which category to your messages belongs to.

👉 Non -promotional content

This category includes non -promotional messages. These messages can be sent at any time and without the need for approval of your Facebook page, as long as they are in one of these 16 tags:

• Commercial productivity
• Community alert
• Confirmed event reminder
• Association with update
• Account update
• Application update
• Payment update
• Updating personal finances
• Shipping
• Reservation update
• Problem solving
• Rendezvous update
• Game event
• Transport update
• Updating the functionality of features
• Ticket update

If none of these tags describes the type of message you want to send, you will have to overcome the subscription content approval process that allows you to send messages without using these tags.

👉 Promotional content

Real promotional messages. You cannot send them to the contacts found in the 24 Hours window from the last interaction (Rule 24 + 1).

👉 Follow -up content

These are promotional messages sent only to those who have not yet received a follow -up message after 24 hours of the last interaction (rule 24 + 1).

👉 Sponsored messaging

Sponsored messages may relate to promotional content and can be sent to all your contact lists at any time, but they work as advertisements: you will pay a sent message sent.

So the greater your shipping list, the more they cost you.

How to manage these changes?

First of all, you must understand if your page needs or not to be approved for the subscription content: if the non -promotional messages that you want to send to your contact list come into one of the tags I mentioned previously, you will not need the subscription content function.

If, on the other hand, you think you have to send non -promotional messages that do not fall into any of the non -promotional content beacons, you need messenger authorization.

How to overcome the approval process

To have the possibility of sending these messages, follow this procedure:

Access your page settings. In the «Messenger Platform» section, you will find the «subscription messaging» element with an option to request access to the function. If your page has not yet been approved, you will find this screen. Click on «request»

If instead you see the screen with a green stampYour page has already been approved.

By clicking on «request», a form divided into 3 sections in which you will have to: choose the category that your non -promotional messages will open: news, productivity and personal trackers.

At this point, you will need to describe how you intend to use subscription messaging to send non -solution messages to your contacts and provide examples of messages you intend to send.

Conclusions

These changes remind us of one thing: Messenger is a really personal channel, thanks to which a brand has the possibility of approaching its users in a strictly confidential manner.

The pivot lies in the conversation, in the quality of the dialogue. This channel should not be transformed into another spam attempt from its products to all contacts.

It is therefore important not to abuse this incredible tool which, if used with criteria, can lead to extremely satisfactory results.