Facebook is one of the biggest social media platforms in the world. Understanding the Meta latest news helps marketers / advertisers plan a more effective strategy. Although these updates don’t change the overall Facebook Marketing landscape, there are some significant changes that may impact the media buy strategy of marketers / advertisers for Facebook and related platforms like Instagram. Below are major updates from Meta. Latest Update 22 June 2022 19 May 2022 4 May 2022 Meta is Expanding Ways of Monetization to Creators – (22 June 2022) More ways of earning money are being introduced to Meta’s creators on both Facebook and Instagram, as they announced this news last month. Creators can expect several new monetization features and testing of new tools including Creator Marketplace, Facebook Reels updates, Interoperable Subscriber Groups, digital collectibles on Instagram and Facebook Stars expansion. Creator Marketplace on Instagram will give creators opportunities to explore the possibility of partnering with the brands they are interested in and potentially developing branded content for them. And the same goes for brands, as they can search for suitable Instagram creators on Meta Business Suite, sorting lists of available creators and their audience by demographic and interest. Through this feature, creators are able to be guaranteed payment once the collaboration project is completed. The application process for Facebook Reels Play bonus program will be opened for all creators based in the US who meet the specific criteria of having over 5 original Reels uploaded and over 100,000 plays in the last 30 days while adhering to Facebook’s Partner Monetization Policies and Content Monetization Policies. The “Paid Partnerships with” label will soon be available to be marked on Facebook Reels to indicate branded content. Another new Reels feature that is currently being tested includes the monetization of crossposted Reels. To strengthen creators’ relationships with their fans, Meta has been testing with Interoperable Subscriber Groups since June. Fans can reward the creators with payment and get automatically added to the creators’ exclusive Facebook Groups for subscribers with this brand new feature. Time will be saved for creators as they no longer need to add the fans to their Facebook Groups by themselves. Meta has long been developing metaverse for reaching into the Web3 territory. To fulfill this vision, they are rolling out a feature for creators to share their NFTs or digital collectibles across communities on Instagram as posts. It sets a possible path for Meta to turn these posts into ads in the future. Aside from the above updates, Meta has added mobile tools for creators to check and analyze how and which content gains them new Stars. Meta Introduces Recurring Notifications to Messenger Platform – (19 May 2022) In order to help businesses facilitate better communication with their customers, Meta announced on May 19th to bring in the Recurring Notifications feature to their Messenger Platform. The messages or conversations between businesses and customers usually finish upon the completion of the purchase. Recurring Notifications can enable businesses to send automated messages to the customers after they make their purchases on the Messenger Platform, keeping the customers engaged. While the users can opt out of the setting, businesses can set up recurring messages to deliver news about product updates, promotional newsletters, discount codes, or tips to those who opt in to receive the messages. The messages can be scheduled to send at specific times and personalized to target specific customers, for example, recommendations based on the preferences of the customers. Meta aims to add this new feature as a new way for businesses to promote their brands and products, and connect with their customers. Constant interaction with the existing customers or potential customers can alert them of the new products or discounts they may like, more likely to drive up the conversion rate and sales. Businesses can now use Recurring Notifications on the Messenger Platform but for a free trial period. After receiving feedback to see what changes will potentially be needed to make towards the feature, Meta will soon begin to charge the businesses that use it, as it will only be available as an optional premium feature onwards. Meta Adds New Ads and Messaging Tools for Small Businesses – (4 May 2022) To help improve the interactions between small businesses and their customers, and how they generate leads, Meta announced the plans on May 4 to roll out several new features for their messaging and ad tools. Meta plans to launch tools in the Whatsapp Business app, which will allow businesses to create Facebook and Instagram ads that lead directly to a Whatsapp chat. Whatsapp Business will also be integrated with Facebook Messenger, and Instagram Direct into the Meta Business Suit inbox, bridging across the communications and advertising functionality on all three platforms, streamlining the business process. What’s more, Meta is testing a feature in Meta Business Suite that enables businesses to send marketing messages to customers through Facebook Messenger, creating more opportunities for small businesses to further bring in customers and sales. Aside from the efforts for enhancing business communications and advertising activities, Meta is formulating ideas for expanding lead generation tools as well. Several select companies are able to test out “Get Quote” buttons on Instagram profiles or “Get Quote” stickers in their stories, allowing customers to fill in a short questionnaire to get a probable quote quickly. Meta’s Lead Ads Instant Form will soon support companies to add visual information to the form, filter leads, and offer exclusive and additional resources to users who have completed the form. With the introduction of CRM partners integration, all the lead information can later be downloaded into businesses’ CRM. If you would like to know more about the social media ads service, contact us for the details. Past Update Meta to Add New Tools for Monetization on Horizon Worlds – (11 Apr 2022) Meta has announced plans on April 11 to launch new tools for their content creators on their metaverse platform Horizon Worlds, which enable them to sell virtual
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