Facebook Advertising Is About To Change BIG TIME!

0:00in this video i'm going to talk about a huge new announcement by meta something that could completely change the way we advertise on facebook and instagram is coming and here it is so a few weeks ago meta announced a number of different updates to do with messaging some lead generation stuff in there but there's one feature in particular that is absolutely massive massive sometimes they say huge really caught my attention and i wanted to tell you about it and tell you about the potential impact of it i'll include a link to this article in the description by the way if you want to check out the rest of the

0:28details and on this but if we scroll down to this section here where it says marketing messages in meta business suite so it looks like meta is going to allow us as marketers to send promotional messages from facebook messenger two people we don't exactly which people yet and not have to pay for the privilege and that could be absolutely huge it could completely change the way we advertise on the platform now meta business suite for those of you aren't familiar with it looks like this um i'd recommend checking it out if you haven't already there's a whole bunch of things that you can do within meta business

1:00suite you can post primarily used by marketers i believe for managing their inboxes so facebook messenger messages they receive instagram direct messages they've even just added in whatsapp so people message you via whatsapp you can respond to them here it's a great sort of centralized place to manage all that communication and things like that but if we head back to our um update document and we have very limited information about this so there's a lot of speculation here but some really interesting stuff i'm going to read out this first part here so marketing messages in meta business suite we're testing a new capability that will allow businesses to send

1:33promotion promotional message campaigns via messenger to customers who opt in for example a customer may opt into receiving notifications about upcoming sales allowing businesses to keep customers in the loop about future sales and then they go on to talk about it can help drive sales help create customer loyalty and stuff like that now that's very very interesting and could as i said be absolutely massive could completely change the way we advertise on the platform and we know the impact that this could have because we've seen something very similar to this in the past [Music] so five years ago or so the people that involved with facebook marketing were

2:08obsessed with growing messenger lists using facebook messenger as opposed to email marketing and email lists in order to broadcast to people that have interacted with them before and the reason why they're doing that is because the engagement rates were so much better than with email instead of let's say with an email you might get 20 open rates one percent click-through rate with facebook messenger broadcast we were seeing 80 open rates 15 20 click-through rates the engagement was so much higher and facebook marketers were coming up with all sorts of clever ways of doing this right so you could broadcast really quite broadly and we use tools like manychat to do this i'm

2:45sure a lot of you familiar with this and you could you could get people onto your facebook messenger list using some of the similar techniques that we use to get people on email list so you could offer a lead magnet for example when someone had to message you for it they would then be added to your messenger list if they sent you a facebook message you could get people to comment on certain ads they would then be taken to messenger to get a lead magnet and be added to your messenger list all sorts of different ways to get people relatively easily and inexpensively onto your facebook messenger list and then

3:13broadcast these people and because the engagement was so high is a fantastic way to generate leads and sales and facebook marketers myself included were really excited about the potential of this but it all started to change when meta then facebook started to introduce limitations around what you could do in terms of broadcasting to people on your facebook messenger list and so they firstly they really limited what you could do promotional message wise they brought in time limitations so it was after someone was added to your messenger list you could only send them a promotional message within a certain time frame it changed as time went on

3:44but it was really quite narrow we're talking 24 hours 48 hours things like that and that massively reduced the value of a messenger list if you can't send out any promotional messages and that's why i think it's really interesting that if we jump back to this announcement here they've got the word promotional in there they're saying that you will be allowed to send promotional message campaigns via this tool that's very exciting you know that's much more valuable than only being able to send people receipts or say access to a download or something like that so when facebook started introducing those limitations we went from a personally went from a messenger

4:21list of tens of thousands of people super valuable asset more valuable than email list to all of a sudden going okay i can't actually sell them my stuff i can't promote my products and services to the vast vast vast majority of the people on this list that's not great and of course what came with those limitations is a lot of bands so if you broke the rules or you know tried to to get around it slightly if facebook found out they would not only limit your ability to send out messenger campaigns they might also ban your facebook page so a lot of facebook marketers when the

4:51limitations came in after they're seeing all these bands just thought you know what this isn't worth it this isn't where i should be putting my focus anymore and switch back to email list building techniques and other ways for re-engaging warm audiences simple retargeting campaigns on facebook and instagram for example so what happened five years ago or so really shows the potential value in this and because this setup is different it's being run through meta you're far more less likely to get banned for any activity on there as opposed to using a third-party software to do it there are significant advantages to this to what we had

5:26previously but this is all the information we have about this right now there are so many unknowns i think the biggest one is how do people opt in to be on these lists right how how do they what actions they need to take to obtain because we've said customers uh here we go send promotional message campaigns via messenger to customers who opt in how do they do that is it going to be a check box that people take alongside a lead form are we going to be able to run specific type of campaigns in order to build a messenger list can we offer lead magnets in the same way we might do

6:02to get people to opt into our email list so perhaps you run say a lead campaign with an instant form and someone opts in for that they get their free thing and they also need to take a box to say you know i am happy to receive promotional messages going forward is anyone going to be automatically opted in for certain actions they take because this is all within the meta suite of apps meta could potentially kind of do what they want on this could someone be added onto this list because they visited your page or because they've messaged you previously we don't know and that's going to be a huge

6:34determining factor of how big this actually is how do people get onto your list in the first place how easy is it for them to opt in and what can we do as marketers to encourage people to opt in and end up on our facebook messenger lists another big unknown is how long will people stay on your list for we know for example that when people submit their information via a lead generation campaign what used to be called lead generation campaign via an instant form that data is only held for 90 days is that going to be the same with this if it is well that reduces the value of

7:05this quite significantly because you wouldn't want someone in your email list for only 90 days you'd want them on there longer so you have more chances to sell them your products and services is it going to be more like 180 days is with website visitor data or is it going to be 365 days as it is with video view or facebook page engagement data there's different time frames that's a big unknown we also don't know if you'll be able to contact these people in any other way for example if you're doing this via an instant form and you're gathering that that lead generation data and then they're opting in for your

7:32messenger list are we also going to be able to add them to an email list via crm and email them we don't know i imagine that is not going to want to do that they're going to want to keep people on platform which is probably part of the reason why they're doing this but again it's an unknown so lots of questions are still need to be answered and those answers will absolutely determine how big this is it's possible that it could be really hard for someone to opt in and this is not going to be that much of a feature it's also possible that it's really

7:57quite easy people to opt in and us as facebook advertisers are all trying our absolute best to build these messenger lists because the engagement rates are really high and we want to be able to build these audiences that we can nurture and then sell to and that could be the main focus of facebook advertising in a year or so time that is also absolutely possible so we'll have to see how this unfolds and how it plays out i'll keep you updated on this as with all new meta advertising related features so make sure you're subscribed if you haven't already and you'll see all that stuff as and when it happens

8:29now before i quickly tell you about another new facebook advertising feature i want to quickly talk about our facebook and instagram advertising services so my company lead guru is a specialist facebook and instagram ad agency we create manage and optimize facebook and instagram ad campaigns for our clients if you're interested in finding out more about how we can do that for you take a look at the video description below there'll be a link where you can book a call with rit members and find out all the information you need there and if you haven't already heard better also released a brand new video ad feature and i created

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