While marketers are very familiar with Facebook’s wide-open community, they are far less experienced with messaging apps, where Facebook is pivoting
Facebook could make new money from its shift to private messaging, including potentially charging a cut of revenue on transactions completed through its messaging apps. Photo: Eric Risberg/Associated Press 1 Comments By Nat Ives Updated March 8, 2019 3:18 p.m. ET Many marketers will need new strategies if consumers adopt Facebook Inc.’s promised platform for private, encrypted, disappearing messages.
“Messaging apps are not the same,” said Jessica Liu, a senior analyst at Forrester who focuses on social marketing. “They are not a place that traditionally welcomed brand messaging of any sort.” Asked whether marketers will still be able to reach consumers on messaging platforms, Facebook referred back to Mr. Zuckerberg’s Wednesday blog post announcing the new emphasis on messaging.
Marketers are also exploring approaches that aren’t strictly ad plays, such as creating Facebook Messenger accounts offering everything from customer service to AI-powered makeup recommendations. “We believe that text messaging is a channel that’s historically been reserved for close friends and family, and that’s a place that we want to be connecting to consumers through,” said Zak Normandin, founder and chief executive of Dirty Lemon‘s parent company, Iris Nova.
Mr. Normandin said that when Dirty Lemon becomes available in Europe this year, it might start selling through WhatsApp because of its popularity there.
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