Facebook could be soon turning its Messenger app into a marketing platform. Facebook Messenger ads in the form of messages may be coming to Facebook’s messenger app as early as the second quarter of 2016.
The report, published by TechCrunch referred to leaked documents suggesting Facebook is indeed making Messenger ad-ready allowing businesses to send out ads as messages to people who have previously engaged in a chat conversation with these companies. Although the source of these leaked documents has not been revealed, businesses are being encouraged to prepare their audiences for the new feature to be launched this spring.
Facebook Messenger app has a monthly active user base of 800 million. And looking at the numbers, the opportunity to market to this audience could be huge, especially for small businesses.
From a small business owner’s perspective, the Facebook Messenger ads feature will definitely prove a new experience for them and a new way to engage with customers. By allowing businesses to‘re-engage’ with existing or prospective customers, it might prove to open subtle channels leading to increased sales and revenue. These businesses will be able to reach potentially huge mobile social audiences that might not have been available to them otherwise.
Facebook has neither confirmed not denied it is developing a Facebook Messenger ads platform. The company insists any new features would focus on improving user experience and making sure its audience isn’t exposed to unwanted content.
When reached for a comment, Facebook said,“We don’t comment on rumor or speculation. That said, our aim with Messenger is to create a high quality, engaging experience for 800 million people around the world, and that includes ensuring people do not experience unwanted messages of any type.”
Although it’s likely that these Facebook Messenger ads will initially be available to only select brands, businesses could use them to introduce new products, promote sales etc. since this will bring them closer to their audience.
Considering the Facebook Messenger app is creeping up on the one billion mark in terms of user base, this is the right time for the introduction of a new means of generating revenue for the platform. But time will tell what form such a means will take.
Image: Facebook
Aira Bongco
I think that would be annoying. Ads in the platform okay. But companies private messaging me? Not okay. It is like e-mail or text. I don’t want people messaging me about their products and services if I have not signed up to them.
If they will do this, I think that it has to be on sign-up basis. Like e-mail marketing, people should not receive a message unless they have agreed to it.