Despite many efforts, Meta’s never been able to effectively monetize messaging platforms like Messenger, Instagram DMs, or WhatsApp… until now, maybe?
Meta is testing a new option that encourages IG Business users to highlight relevant products in chats, but the nature of those chats is still unknown.
Because click-to-messaging ads are one of Meta’s fastest-growing ad products, it stands to reason that they would try to include brands in discussions. This could be an opportunity to get in front of consumers directly and focus on hyper-specific creative to generate higher quality leads. It feels a little early to predict how successful this feature will be, but keep an eye on it.
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