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2020 Facebook Merger: What This Means For Marketers
September 26, 2019

Facebook has announced their plan to merge the messaging features of Instagram, Whatsapp and Facebook into one synchronised messaging system by the start of 2020.

Messaging functions across all three social platforms will unify, allowing users to message any person across any app, regardless of whether the user has an active account. Other features of the social platforms will remain separate (for now), however, this restructuring probably reflects Facebook’s desire to create a new uniformity across their social platforms.

Social marketers are anticipating the repercussions of this merge, which will vastly affect how users and marketers interact with social platforms.

Here’s how the merge is likely to impact social media marketing:

#1 SYNCHRONICITY

Integrated messaging systems will create a synchronised experience for users and marketers alike. Businesses will be able to communicate with customers across different channels without needing to alter advertising formats or create new social accounts.

In addition to this, chatbot marketing (currently limited to Facebook only) will be activated through Whatsapp and Instagram messenger. With the expansion of this function, we will see many more chatbots popping up around the social landscape. For business, this will only mean good things. The enhanced ability to automate communications has the potential to generate new leads, nurture current audiences and share announcements for businesses in a much more powerful way than ever before.

#2 WELCOMING WHATSAPP

Marketers will now be able to interact with customers who are inactive on Facebook/Instagram messenger and have switched to use Whatsapp.

Historically, Whatsapp has not been associated with business communications or any marketing content altogether. Now with Whatsapp onboard, social marketers will be able to target a wider and more active audience, as well as inducing a heightened personalised communication experience.

However, with this change, marketers must be cautious before messaging any Jane or John on Whatsapp. Many Whatsapp users retreat to the platform purely as a refuge from social campaigns and marketing communications. If Whatsapp users are suddenly bombarded with marketing efforts, your brand may leave an unsavoury taste in their mouth. It’s important to use this exciting opportunity gradually, so that communications can be leveraged in an additive manner.

#3 EFFICIENCY

Ultimately, social marketers will save time jumping across different social channels to find the best-suited platform for their users. Customers will be able to message businesses efficiently, and businesses will be able to address customer needs without sifting through each social platform.

As one thing comes, another must go. With the new synchronicity of social messaging, this puts new pressure on traditional marketing communications.

While social media continues to adapt, traditional marketing methods will need to keep up with these innovations to stay relevant. In particular, email marketing must be open to the innovations of digital communication to stay afloat in this competitive landscape. Using social messaging as an avenue to share your email marketing content could be the next step forward to heighten the value of your direct email campaigns.

WHAT’S NEXT?

Integrated messaging systems will create a synchronised experience for users and marketers alike. Businesses will be able to communicate with customers across different channels without needing to alter advertising formats or create new social accounts.

In addition to this, chatbot marketing (currently limited to Facebook only) will be activated through Whatsapp and Instagram messenger. With the expansion of this function, we will see many more chatbots popping up around the social landscape. For business, this will only mean good things. The enhanced ability to automate communications has the potential to generate new leads, nurture current audiences and share announcements for businesses in a much more powerful way than ever before.

ARE YOU READY? KEEN TO STAY ON TOP OF THE GAME?