Now that Facebook has updated its subscription messaging API and enforced the “no promotion outside the 24-hour window” regulations, many marketers are wondering what the next step in social media marketing is.
The answer is: Facebook sponsored news. These important and powerful tools can help you connect with customers while following the new protocol for Facebook Messenger messaging.
This is all the knowledge you need to send this type of Facebook ad:
- What is the news sponsored by Facebook?
- When to use Facebook sponsorship information
- How to use ManyChat to send Facebook sponsored messages
- Tips for sending valid sponsorship information
- Facebook paid messaging success stories
What is the news sponsored by Facebook?
Facebook sponsored messages are messages you pay for and send to everyone who has sent messages to your page through your bot or live chat. This includes people who unsubscribed, but not people who blocked your page. Generally speaking, sponsored messages is an affordable paid social media strategy, and the cost of opening a message is about 10 cents.
These Facebook messages are a simple and effective way to reconnect with past Messenger users on their phones or desktops. You can use them to:
- Re-engage subscribers and open a 24-hour window.
- Cultivate relationships by providing relevant content, updates and promotions.
- Direct users to a specific stream or destination in your robot.
Compared with other types of Messenger ads, one advantage of sponsored messages is that they will not be marked as sponsored ads. The ad is only displayed when someone opens a paid message in their account, and it is usually not marked as spam because people have interacted with the sender.
When to use Facebook sponsorship information
In short, when your message is not within the 24-hour interactive window and is not suitable for the new fourMessage labelWhen you want to use sponsored messages.
Facebook recently announced itsMessenger platformMany changes. One change is that companies are only allowed to send messages to subscribers within 24 hours of the last interaction with the company. Facebook calls it "a 24-hour messaging window."
If you want to know more about the new policy, I suggest reading " The complete guide to Messenger policy changes: How to conduct Messenger marketing after March 4, 2020 ".
Some subscribers may provide you with other contact information, such as phone numbers or email addresses. Some may not. However, you still want to connect with people who are not outside the 24-hour messaging window and want to use sponsored messages on Facebook to do so.
Not sure if the sponsorship information is right for you? The following two factors need to be considered when deciding:
- Sponsor’s email is not sent like a typical broadcast, but rather an advertisement. This means that they will be affected by bidding competition with other companies. There is also a limit on how many sponsored messages a subscriber can receive per day. Your ads may not reach subscribers’ phones, so they may not be the best choice for time-sensitive or urgent messages.
- You can only send sponsored messages to subscribers in your Messenger contact list who have interacted with your page in the past year.
How to use ManyChat to send Facebook sponsored messages
In the past, you had to create a custom audience before sending a sponsor message to avoid annoying people who unsubscribe. With the latest updates of ManyChat, you can dynamically create custom audiences in our advertising dashboard.
Watch our video to learn how to send sponsorship information step by step.
Tips for sending valid sponsorship information
Since you have to pay to send sponsorship information, you want to make sure you get the most value from it. Here are some tips:
- Use images that appeal to the audience, such as best sellers or multiple products.
- Create personalized ads to make them more targeted and attract people’s attention.
- Use a clear call to action.
- Send an irresistible offer.
- Subdivide the list to avoid sending messages to users who have not subscribed or exist in a 24-hour window.
- Keep messages short and clear so that they can be easily read on mobile devices.
- Guide people to different sequences in your bot.
After the subscriber clicks on your message, you will have 23 hours and 59 minutes to communicate with them. Create a sequence that provides value to subscribers and induces them to take action. If you want to send them a message after 24 hours, please try to get other contact information, and thenSMS and emailAdd interactions to your stream to get people back into Messenger conversations and open participation windows for free.
Assuming you are about to make a transaction, you can send a sponsorship message to announce the transaction. Then, ask them to check out your favorite items to continue the conversation. You can link to the product library and even get their phone number, thus prompting them to be the first to know when the sale will start. The second step will not cost you any money.
Facebook paid messaging success stories
1. Blender glasses
Blenders EyewearThe team hopes to attract participating audiences through sponsored messages, so as to sell sunglasses in a more cost-effective way.
The team sent promotional messages to people who saw the site but abandoned their shopping carts. They use "learn more" and "buy now" call-to-action buttons and images of cool sunglasses from the company's brand. The ads placed in Messenger ran for 48 hours and produced the following results:
- The cost per operation is reduced by 7.5 times.
- Return on advertising expenditure increased by 7.5 times.
- The click-through rate increased by 10.6 times.
- Sales increased by 40%.
2. The King of Culture
this homeStreet retailerUse Facebook-sponsored information to promote its Black Friday sales, thereby increasing click-through rates and boosting sales.
The King of Culture launched two separate Messenger campaigns in four weeks. The customer sent a personalized sponsorship message with his name to the messenger inbox, emphasizing the current promotion. Link to the "Buy Now" call-to-action button on the Culture Kings website, where people can browse and buy.
The results include:
- The click-through rate has increased by 3 times.
- The return on advertising expenditure reached 50 times.
3.Misfit Media
By cooperating with Misfit Media, a ManyChat agency partner, thisFamily-owned sandwich shopA buy one get one free coupon was issued to customers as sponsorship information.
They send the offer to people who have interacted with Miller's on Messenger, and the redemption period is two weeks. Since viewers have previously expressed interest in the product, they can increase sales while keeping advertising expenditures low. The Facebook advertising campaign results show:
- The opening rate is 91%.
- 417 offers have been redeemed.
- The additional income of repeat customers exceeds $7,000.
- 48% click rate.
Use sponsorship information to improve advertising campaigns
When using Messenger to conduct business, sponsored messages on Facebook are a great way to attract an audience that is already engaged.
When planning your next marketing campaign, check out how to use this payment format to maximize sales while keeping costs low. If you want to continue to increase in social mediaUpPopularity, please be sure to check these at the same timeFacebook Messenger tips.