Facebook Messenger Marketing. Instamer

Facebook is no longer just the blue social network. Facebook is also the Facebook ist nicht mehr nur das blaue soziale Netzwerk. Facebook ist auch der Messenger , Instagram and WhatsApp. The importance of Facebook Messenger in the meantime is shown by the developments and new possibilities of the Facebook Messenger platform.

Importance of Facebook Messenger for Business

The trend towards more private communication via mobile messenger continues. Links and photos will no longer be shared on your own Facebook chronicle (or a friend's chronicle). They are sent via Messenger. The volume we have achieved here shows that it is no longer a trend that only relates to WhatsApp.

Facebook Messenger sharing soars

17 billion Photos are sent every month via Facebook Messenger. This means that the Messenger is still just behind 17 Mrd. Fotos werden jeden Monat über den Facebook Messenger verschickt. Damit liegt der Messenger zwar noch knapp hinter WhatsApp with 21 billion Photos and Snapchat with 23 billion Photos. But it is clear how our behaviour has changed. This has a great influence on private communication, but of course also on the communication of companies with their customers.

In addition to the way we communicate via Messenger, it is important to understand how the dialogues are structured. Voice messages, stickers and gifs dominate mobile messengers. Over 22 billion Gifs are shared daily on Facebook Messenger. That's 254 gifs per second. While other social networks such as Tumblr use gifs as a public content format (and very successfully), Facebook has deliberately chosen to use gifs as a core element of Messenger. Gifs are used like Facebook Reactions, but the variants are much more varied. So gifs are another reason for the great success of Messenger.

Facebook Messenger Marketing $1bn Messages to companies every month

What does this have to do with my company? A lot. Every month, people send more than 1 billion Messages to companies via Facebook Messenger. The volume alone shows the possibilities offered by Facebook Messenger and Messenger marketing.

The $1 billion Messages are not only predefined response options for

As the possibilities of Messenger expand, so do the reasons why people contact companies through Messenger. So wie sich die Möglichkeiten des Messenger erweitern, ändern sich auch die Gründe, warum Menschen Unternehmen über den Messenger kontaktieren. In a survey, Facebook has determined that 39% send photos of products to companies via Messenger. Do we soon no longer have to search for user-generated content? Not quite. What used to be the user photo on the Facebook page is now the photo via direct message.

Messengers transform private communication and communication with companies. And not only in the area of support, but also in the area of commerce. In Germany, this is still a bit of a dream. In the study, however, 33% said that they buy products via Messenger. This leads to more complex communication and provision of products and services. However, it offers many new opportunities for messenger marketing, which takes place alongside the world of social media feeds.

67% expect to communicate more frequently with companies via Messenger in the next two years. Just as we have changed our behavior and stopped sharing links on Facebook friends "chronicles, there will also be a change in how we communicate with businesses. Public inquiries on Facebook pages will decline. Accordingly, the number of direct messages continues to increase and is further accelerated by the Messenger platform.

Facebook Messenger platform: a paradise for developers and businesses

Facebook launched its mobile messenger app in 2015. Just as you can develop your own applications, interfaces and logins for Facebook, this also applies to Facebook Messenger bots. 1 billion People now use Facebook Messenger and more than 34,000 Messenger bots have already been developed (as of November 2016).

Sharing no longer only takes place via Facebook and social plugins. Facebook Messenger Sharing has grown rapidly in recent years and communication with companies via messenger bots will further strengthen this development.

The Messenger Send button was introduced in 2014. A development that fits exactly with the trends in mobile sharing content. The WhatsApp share is becoming more common. We experience the same with Facebook Messenger Share.

Facebook Messenger: visual one-to-one communication

People share content via the Messenger platform, generating reach for mobile apps. Users do not have to leave Messenger and can install connected apps directly from Messenger. If you develop mobile apps, you can't get past Facebook and now Facebook Messenger.

The Messenger platform is available for iOS and Android. If you work with mobile websites with Facebook login, you can also benefit from Facebook Messenger. Via the Send button, any URL can be sent via Facebook Messenger. This creates reach and traffic for content and campaigns.

The Messenger platform will anchor Facebook even deeper into mobile apps. More content will be shared via Messenger and Facebook is expanding its leading position for the future.

Facebook Messenger for Business: Personal customer support & amp; mobile shopping

Facebook Messenger Marketing. Instamer

Companies handle their communication on Facebook primarily via Facebook pages. Either publicly via user posts and comments, or via the news function of Facebook pages. However, the initiative always comes from the user and companies do not have the possibility to contact users on their own initiative.


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Initial contact is possible via Messenger for Business. For example by sending an order confirmation. In addition, companies can offer their customers to contact them with questions and problems via the Messenger app. This offers many new possibilities. Companies should think carefully about what messages they send via Messenger. No one wants to see spam in a mobile messenger app.

Another advantage are push notifications, which can be sent to customers via Facebook Messenger.

Push notifications can be very effective, especially with mobile messenger apps. Line and WeChat were the pioneers and companies were able to send content to their subscribers via push notifications.

Messenger bots can be used to inform customers about products, for example, when they are available again in the shop. Companies have long wanted such notifications. Especially in external apps that have a high range. Which brings us to Messenger and its 1 billion users.

The advantage over WhatsApp is obvious. Customers can connect to businesses via the websites and do not need a phone number. They also get more information in the message than they do on WhatsApp. Products can be linked and provided with price information. On WhatsApp, this information would have to be added manually.

FacebookMessenger Botsare more than newsletters

Anyone who has ever subscribed to 's WhatsApp newsletter may have noticed that in many cases no individual content is being sent. WhatsApp is used as an additional distribution channel. Say what is shared on Facebook, Twitter and in the newsletter, now goes out again via WhatsApp. But this is only the first stage. The possibilities offered by a Facebook Messenger bot go much further.

A Facebook Messenger bot needs an individual touch. If you prefer to follow current articles on Facebook Messenger instead of Twitter, Facebook and Co., such a service will help you. However, people who wish to receive additional and / or other information usually left empty-handed in the past. However, the Messenger platform and the more than 33,000 messenger bots developed now offer considerably more diverse options and pursue a wide variety of approaches.

Before we think about chat bots and the like, we should understand why more than 1 billion people use Facebook Messenger. The Messenger platform was announced at Facebook's F8 conference in 2015, and by the time it launched, the number of apps in the app stores had grown rapidly. But it stopped just as quickly. Apart from Giphy (and other gif apps), few apps for Messenger are known to be used regularly. In 2015, the Messenger platform was still in its infancy. Apps and integrations have not been a driver of user growth. But that was not necessary.

People don't use Messenger to send content through apps, but to communicate with friends and colleagues. In order to strengthen and simplify this type of communication, new stickers for the messenger and a Gif keyboard were regularly integrated. These two approaches have led to a further increase in the use of Facebook Messenger. In terms of user numbers, Facebook has long outpaced all other messaging apps and only competes internally with WhatsApp.

This journey is 1% finished

The Facebook Messenger team is working on further integration possibilities and the task is to increase the exchange between brands and their messenger bots and customers. However, a Messenger Bot will only be successful if the messages sent are tailored to the personal interests of the recipient. The exception is news bots. Here, however, it is not the bot itself that decides, but the user's preference for a particular channel. We talk about personalized speeches and targeting in all areas. This requirement also requires communication via Facebook Messenger.

Bots & amp; humans make the perfect team

The problems of messenger bots has Die Probleme von Messenger Bots hat AD Age very nicely illustrated by the example of the Miss Piggy bot. Entertaining fun meets standardized answers.

Image Credit: AD Age

Will users revisit the chat? Probably not. The big task is to read as many questions correctly as possible and to have as many suitable answers as possible. A messenger bot for customer support will therefore only work to a limited extent, as there are simply too many individual cases. No one wants to receive standard responses from customer support via email today. Rather, it is a matter of personal care. Customers demand this support even more via Facebook Messenger than via e-mails.


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Messenger bots the future of customer communication

From Facebook's point of view, people are less and less interested in communicating publicly and, above all, intensively with companies. Our communication focuses on friends, colleagues and messages. Companies do not get this attention and therefore the messenger platform and messenger bots represent the future of customer communication.

The Messenger platform is constantly evolving and will take on the same importance as the Facebook platform itself. Perhaps it will become even more important for Facebook. There are a few reasons for this, such as the above-mentioned share behaviour of users. But it goes further and now the messenger bots come into play.

Some of them are still being ridiculed, but I expect that this situation will change faster than many people think. 34,000 messenger bots are currently available for the messenger platform. It is only a matter of time before a large number of companies will address the issue and develop their own bots. The exciting thing about this is that the biggest differences do not necessarily lie in the content. Sure, they need to be optimized for messenger and mobile consumption, but that's the smallest problem.

Much more serious are the differences in communication and related technologies. 23,000 developers are now working with the Viel gravierender sind die Unterschiede in der Kommunikation und die damit verbundenen Technologien. 23.000 Entwickler arbeiten mittlerweile mit der Bot Enginewit.ai .

Using various examples, we would like to demonstrate the advantages of messenger bots and how Facebook envisages their use. This is about more than customer support. Facebook Messenger and the corresponding messenger bots are presented again and again with approaches for e-commerce from Facebook. Logically, a connection to Facebook Advertising is closer than when communicating a new support channel.

E-commerce goes Facebook Messenger Bot

An example is Facebook Messenger Bot by ebay . Interested users can either search for specific products, or the Messenger Bot automatically recommends curated themes and product categories. This also works pretty well and is a significant increase from the first versions of Messenger Bots with a focus on e-commerce.

Facebook Messenger Marketing. Instamer

Messenger Bot Welcome Message: Explains to users how the bot works

Facebook Messenger Marketing. Instamer

Decide the first information: Take users by the hand and start with the first content

Facebook Messenger Marketing. Instamer

In a nutshell: Become more and more accurate and offer users the most suitable products

Facebook Messenger Marketing. Instamer

Diversity: The more diverse the selection, the more attractive the communication with the Messenger Bot

Spring's Messenger Bot pioneered e-commerce bots. In the meantime, many companies have followed suit. The product suggestions are consistently improved and can be played out more and more purposefully. That is crucial. Because if the suggestions do not meet the taste of the customers several times, the likelihood of using the Messenger Bot again decreases.

It gets very exciting when the Messenger Bot says goodbye and is replaced by customer support. Then you get real answers to your questions, suggestions for other products. The Messenger Bot starts the communication. It is finished or completed by humans. The better the Messenger Bot is positioned, the less likely we will see this approach. The aim of a good bot is to act as if people are interacting with each other. This is often hard to imagine, but bots should and will develop in this direction.

don't know what you mean, 's response is unsatisfactory, but it can't be expected from the bot either. Or is it? Messenger bots "ability to learn can become an impressive tool. The better and more targeted the bot acts and the more appropriate content is selected, the more frequently it will be used.

The End of Weather Apps? Poncho Messenger Bot

Another example of a messenger bot is Ein weiteres Beispiel für einen Messenger Bot ist Hi Poncho . Poncho is a US service that provides its users with information about the weather or current events. For Facebook, the big advantage of the Poncho Bot is not just the way it communicates, but the way it communicates. Poncho relies on a funny communication from his bot. A weather app doesn't offer that.

Facebook Messenger Marketing. Instamer

As with e-commerce, it is crucial how quickly the bot learns from its counterpart and responds individually to the needs and environment. Bots should work efficiently. They learn and they are not as intrusive as companies. At least they should be.

Personalized messages via CNN's Facebook Messenger Bot

At CNN, the long-term goal is to send exactly the articles via the Messenger Bot that correspond to the user's interests. In order for the bot to learn, it is possible to search for topics. This is a powerful approach, but it only works if there is also content to the search queries. CNN has a wealth of content in its repertoire.

Communication of messenger bots

One problem with these apps was Discovery. Although there was a section for the apps in Messenger and if you had searched a little longer in the App Store, you also found what you were looking for. Still, you didn't notice much of these apps.

Messenger bots are the logical evolution of mobile apps for Messenger. What Facebook is doing better now is communicating with bots. There are several Messenger plugins that allow you to get in touch with the bots. A very important point that few will look for bots in Messenger. You might come across a bot by chance, but that's not the point. Facebook has published the documentation for the plugins and here you can find out exactly how the plugins can be used.

Poncho does it very well and communicates its new bot prominently on the mobile website.

Furthermore, Facebook has introduced its own ad format, which can be used specifically for the promotion of Messenger bots.

News Feed ads for Messenger bots

As we are used to from other Facebook ads, the Messenger platform 1.3 can also Wie wir es von anderen Facebook Anzeigen gewohnt sind, können mit der Messenger Plattform 1.3 auch News Feed ads for Messenger bots can be switched. We send advertisements via News Feed to people in app stores, online shops and on our websites. Facebook is now making the same approach available to Messenger bots. Companies can advertise their bot in the Facebook News Feed and communicate the advantages and potential applications in a targeted manner.

This is an important development and shows that Facebook Messenger is becoming the second home for brands and companies in the Facebook cosmos. The difference to other News Feed ads lies in the destination of the ad. Instead of a website, for example, Facebook Messenger opens directly. In Messenger, the bot can now be activated directly and users no longer have to take a detour through a company website.

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In addition to the advantages offered by the Messenger Bot, many other contents can be communicated in the corresponding display. Offers, special information, breaking news. Anything the bot provides is possible. Content communication will be crucial. takes a look at some of the key talking points from the weekend's action. We know what a messenger bot is. However, the majority of users are not interested in the topic of bots and have to be convinced of their content. What is technically possible and how the bot works does not matter.

The second step is about how the users are picked up in the bot and how the first conversation proceeds. Here the chaff will separate from the wheat and it is clear that whoever starts directly with spam and trivial information will lose.

Guarantee of success: User guidance in messenger bots

Chatbots or messenger bots are not a gimmick for Facebook, but represent the future of communication between companies and their customers. As with any new product, it is important to continuously gain experience and analyze user behavior.

Users are taken by the bots and guided through the features and options, but different commands were always necessary. If you only use one bot, this is not a problem. But as more and more Facebook Messenger messages are added, typing commands is not really comfortable. For this reason, the so-called Quick Replies were introduced. Quick Replies are integrated into the Messenger platform and allow a more targeted user guidance.

With Quick Replies, users are presented with a selection of responses that are sent to the chatbot with a single tap. On the one hand, this saves time and at the same time avoids Facebook entries that cannot be processed by the chatbot.

The same applies to the menus of Messenger Bots. Companies and developers can choose from a variety of options to help users navigate through the content and minimize the question marks in front of their smartphones. Usability is a driving issue on Facebook and Facebook is taking the same approach for the Messenger platform. Often users do not know what a Messenger Botist is, let alone how to use it and what sense they have.

Visual communication forMessenger bots

The mobile apps for Facebook Messenger already showed that gifs were a very popular content format. Now gifs, audio content and videos can be integrated into messenger bots in addition to photos. This makes communication even more visual, and Facebook now provides another option for distributing its own content.

At this point one should of course always ask oneself which task the bot should perform. Simply sending funny gifs should not be, as this creates an interchangeability. A Facebook Messenger messenger for sports gifs is not enough as a unique selling point. Especially if gifs are sent that could be sent via any other bot. But if you use it for custom gifs, bots could be used as a wider distribution channel.

More personal content through account linking

From a corporate perspective, 's so-called account linking is extremely exciting. Existing customers can use an interface to log into their customer account directly via Messenger to receive more personal messages and, for example, product recommendations.

This is where it gets really interesting. The right approach, appropriate content and personalized recommendations can also be played via messenger bots. Recommendations that customers receive on Amazon can also be sent in the same quality via an AmazonMessenger bot. This is an important point for e-commerce companies, because nothing is more disturbing for customers than inappropriate product recommendations.

Messenger bots have response times of max. 24 hours

When a user sends a question to a Messenger Bot, there is a maximum of 24 hours in which an answer must be given. With this, Facebook tries to distinguish itself from other contact channels and guarantees users answers within a defined period of time. Facebook calls this "standard messaging." In the case of standard messaging, there really is a point that relates to advertising content.

A clear distinction must be made at this point between advertising content and ads for Facebook Messenger. In an example in the Messenger blog you can see what Facebook means by advertising content. If you are asked for further information on a product, you can, for example, respond with suggestions for a personal consultation. Via the Messenger Bot the date can be set immediately. Is this advertising now? Yes, but it is not an ad.

This juxtaposition of Facebook with 's Standard Messaging and 's Subscription Messaging highlights the differences:

No ads and ads in Facebook Messenger

Promotional content: Facebook Messenger ads.

Of course, Facebook has its own guidelines for using Messenger bots and the Messenger platform. A point jumps straight into your eye:

No promotional content can be sent with subscription messaging. Subscription messaging is only intended for specific use cases and, at the time of submission, businesses will need to indicate which use case their experience falls under.

So a clear no to advertising content. If a messenger bot is submitted that only sends advertisements, it will never survive the approval process.

Another important point is 's subscription messaging for specific use cases. This refers to special messenger bots that, similar to WhatsApp, automatically send content to users. For example, breaking news and blog articles. It is clear that this content cannot simply be sent indiscriminately. Users must activate the content and agree to receive it. Content can only be sent automatically via Messenger with this consent.

Companies to power

Messenger bots are similar to spreading a Facebook page. Once the Messenger Bot has been published, it is important to make people aware of the bot. The bot can be as good (or bad) as it likes. Without users, it has no added value and is nothing more than an experiment. Experimentation is important. Especially with messenger bots, constant analyses and improvements are imperative. Much of the knowledge comes from user behavior and user feedback. But how do I as a company generate visibility for my Messenger Bot?

Until now, messenger bots have often been a PR issue. Bots are announced in press releases, there are a few pictures and maybe a video. All this content will then be published on your own Facebook page. Depending on the content, Facebook ads are then a good way to build reach and users for your bot. However, there is always an additional step between clicking on the ad and actually using the bot.

Company profiles for Facebook Messenger bots

While Facebook does not officially talk about company profiles, the way Messenger bots are presented will improve significantly. Companies can add their own welcome screen to their Messenger Bot. In addition to a profile and cover image of the Messenger bot, people are given a brief overview of what content they can expect and what benefits are offered to them. The welcome screen will not be decisive for the success of a bot. However, it is a good way to inform potential users about the features.

Companies can now present themselves better in Facebook Messenger. We know that from WeChat and Line. Here there are already company profiles and it is possible to present the most different functions and contents.

Facebook wants to raise awareness on the company's Messenger page. In addition to the welcome screen, it will be possible to display mobile websites and content directly in the messenger. We know that from WeChat, too. Here users can browse directly in the shop, for example, or view the latest articles in the company blog. Users do not need to leave Messenger. The content can be opened directly in the Messenger.

Sharing for Messenger Bots

One of Facebook's strengths is the dissemination of content among friends. With messenger bots, this has been possible until now rather on demand. If the distribution and presentation of messenger bots is optimized, the sharing needs to be improved as well. If users like a bot, they can share it with their friends via their own share function. In addition to paid reach via News Feed ads, this creates an additional organic (or better earned) reach.

The share is linked to the welcome screen. The information on the welcome screen is thus conveyed via the share.

Facebook Messenger New Home for Businesses

Companies should become an integral part of the Messenger platform. News Feed ads, sharing and an individual presentation we know from Facebook pages. The messenger will go its own way and it will be more and more aligned to the needs of companies. The big Asian messengers are much further along and in some respects certainly a role model. For Facebook, it will be important not just to copy WeChat and Line, but to tailor the platform to the individual needs of Messenger users.

Helpful links

Facebook provides a lot of helpful information about Messenger and Messenger bots. You should save the following links and put them in your feed reader.

Facebook Facebook Messenger Blog

Information on new Informationen zu neuen Messenger features

All About Alles zur Messenger Platform

Facebook Developer Blog

Facebook Messenger Marketing. Instamer Facebook Messenger Marketing. Instamer