Meta’s click to messaging ads have seen significant growth of late, with the promotions helping brands tap into the familiarity and intimacy of DMs, and sparking immediate connection.
Indeed, Meta has reported that click-to-message ads, in all formats (for Messenger, IG Direct, and WhatsApp) have been gaining popularity, which could make them a viable consideration for your strategy.
And if you are considering Meta’s click-to-message promotions, Meta has shared some new tips on how to get the most out of your DM-driving promotions.
First off, in terms of general tips, Meta says that brands should:
- Welcome and greet people in conversations, and encourage engagement: Meta says that brands should choose a greeting that shows they’re available and ready to engage (you can also utilize Meta’s automated response tools for this purpose, while some are also now looking into more advanced AI chatbot solutions).
- Link your Facebook, WhatsApp, and Instagram accounts: This can help customers connect with you in more places, while also improving your overall digital presence.
- Select the right engagement objective for click-to-message promotions: “If you have a business presence on more than one messaging platform, you can select multiple apps when creating your ads. We’ll determine the default app that shows in your ad based on where a conversation is more likely to happen.”
- Test and experiment: Meta recommends trying out different approaches to spark engagement with your click-to-message promotions, and track the performance of each to optimize your results.
In addition to these tips, Meta has also shared some more advanced pointers for your click-to-message campaigns:
- Create lookalike audiences from messaging purchases: Meta says that advertisers set up a lookalike audience based on messaging purchase optimization performance, in order to target similar people most likely to purchase.
- Use conversational copy: As with the above note on welcoming people and sparking conversation, Meta says that your ad copy for click-to-message ads should also focus on being conversational. “You can start with a question to entice people’s curiosity, narrate a memorable story within the conversation, or cover FAQs about your product.”
- Sync catalog products from partner platforms: Meta says that those using certain partner platforms to manage their products can feature them in Messenger, in order help drive product discovery and sales in chats (this feature is only available in the Philippines, Thailand and Vietnam at this stage, but it will be coming to more regions in future).
- Optimize for leads or purchases in Messenger: Within your ad set-up, you can also select a performance goal, which will help to maximize the number of leads or purchases acquired through messaging. “This allows for ad campaigns to be measured based on leads generated or purchases made after starting a conversation on Messenger chat.”
There are more tips in Meta’s full overview, which outlines a range of ways that you can utilize click-to-message ads to best effect.
And again, with more and more social media discussion switching to messaging apps, it could be worth considering, providing a means to drive direct engagement and interaction that can lead to more purchases.
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