Facebook IQ

More Than a Message: Messaging Means Business

You’re on your way to the airport. You receive your boarding pass, review your car rental, check the latest news and send flowers to your hosts. And you do it with near-instant speed and all in one place—using a single messaging app.

In this second blog post in our “More Than a Message” series, we focus on people’s growing global preference for messaging businesses. Findings are based on a Facebook-commissioned Nielsen study (around how and why 12,500 people across 14 markets use messaging apps) and global Facebook data that offers a unique glimpse into the recent behavior of the more than 1 billion people who use Messenger each month.

We learned that messaging is unlocking more powerful and personal connections between people and businesses than ever.

Read on to learn how.


What it means for marketers

With people messaging more than ever, there’s never been a better time to join the messaging movement—especially if you’re open to experimentation and eager to help shape the future of communication.

Build something better: Whether you want to resolve inquiries faster, help people make easier decisions or provide proactive reminders, look to bots and automation to unlock the magic of messaging at scale.

Make your presence known: Ensure it’s easy for people to find and connect with your business, and encourage the people who matter most to message and stay close to you.

Express yourself: Bring your brand’s personality to life through language, including visual language. People on Messenger share over 9.5B photos every month and over 5M GIFs every day. Explore some recent learnings around creative strategy on Messenger.

Measure what matters: Want to know how often people are transferred from your bot to a human agent? Wondering how many people who’ve interacted with your bot make a purchase in your app? Use a growing set of analytics tools to measure bot-related business outcomes and make your most-informed decisions.


Source unless otherwise specified: Facebook data, global, Jul 2016.