Facebook introduces new tools across its family of apps for businesses

As online shopping amplifies on social media platforms, Facebook launched new tools to streamline business communications and simplified experiences across Facebook, Instagram, WhatsApp, and Messenger.

The tools are built to assist the consumer journey and allow businesses to generate leads across all apps owned by Facebook.

Communication Tools

Ads that allow consumers to directly message a business have been available, going forward businesses can select messaging platforms dedicated for chat, and conversation ads will default to the chat app, where the business is most likely to be available and where the conversation may continue.

Facebook has also launched a call-to-action button that would allow consumers to start a WhatsApp chat through Instagram. As some customers tend to discover a business on Instagram and but may like to chat through WhatsApp, the WhatsApp click-to-chat button will allow them to message on WhatsApp via the Instagram profile. The option to create ads that click to WhatsApp directly from the Instagram app will also be launched in the future.

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Quote Request on Messenger, a newly launched tool displays 4-5 questions (selected by the business) to the consumers before they begin a conversation, and they can request a quote from a business on Facebook by completing a short questionnaire on Messenger. This tool is in the testing phase with select advertisers.

Simplified Experiences

Instagram will soon begin testing lead generation ads to connect businesses with customers and connect leads. Facebook Business Suite is also being updated with few features in the testing phase.

Facebook is testing automation in managing the digital presence of a business, and also introducing File Manager, a new feature that allows businesses to create, manage and post content within Facebook Business Suite, along with post-testing available in Facebook Business Suite to let businesses test and compare multiple versions of a post.

Facebook is also testing Work Accounts, which will allow business users to log in and operate Business Manager without requiring a personal account.