What makes Messenger such an incredibly attractive place for brands to provide support? Its sheer scale and scalability.
Messenger is also deeply woven into the fabric of the world’s largest social network and through its webview and social features, users find it a seamless experience for communication. However, this has not always been the case in brand-to-customer communication, especially when using bots for transactional experiences and handing off from bot-to-human for support. These recent changes are made to make support on Messenger even more seamless and effortless!
These updates are good news for brands who will have an easier time providing support at scale. But what about the rest of the consumer experience?
A large part of Facebook’s strategy to woo the world’s retailers has been connected commerce: Pushing the ability to buy something directly from an ecommerce site into the Facebook and Facebook Messenger apps. The idea is that consumers will be more easily able to act on impulse purchases. The 2.1 update makes this even easier in three ways:
1. Easier payments: Users can now make purchases through webview, Messenger’s in-app browser. For example, if a bot shows a summer dress to a user, that user can inspect the dress and then make a one-click purchase. It’s still in beta, however, and only available in the U.S. at the time of writing.
2. New CTA button formats: Facebook has added new brand page Call to Action (CTAs) to help consumers know precisely what to expect when they start a conversation with a business: Shop Now, Get Support, Get Updates, Play Now, and Get Started. These five CTAs will help for brands to drive consumers to Messenger, helping divert customers from costly traditional channels. The Get Support button is obviously our favourite and will help our customers optimize Messenger!
3. Better cross-device support: Features like User ID and Sharing which were previously only available on mobile are now available on desktop.
More human bots and simpler commerce are all part of Messenger’s strategy to become the go-to place for consumers and brands to connect. As this trend accelerates, expect to see more and more brands turning to Messenger to scale their support. For more details, visit Facebook Messenger’s 2.1 release.