New life for brand messaging on Facebook

14 Apr, 2016 by Vera Hartmuth

With more than 900 million active users, you would think there wouldn’t be much Facebook Messenger could do to make it more appealing or more influential as a medium for retailers to reach potential customers. But it seems the social-media platform is making its Messenger system more important than ever for brands.

Facebook Messenger will be introducing Codes. These Messenger Codes will appear as a series of dots and dashes circling around a profile photo. So, to start a conversation with someone, all you will need to do is scan the code. The contact will be added as a friend and the conversation can start from there.

Facebook Messenger will be introducing Codes. These Messenger Codes will appear as a series of dots and dashes circling around a profile photo. So, to start a conversation with someone, all you will need to do is scan the code. The contact will be added as a friend and the conversation can start from there.

This may seem an unnecessary process to some, since if you want to speak to someone via Facebook, you’ll most likely be friends with these people already. However, it’s important to consider where Facebook wants Messenger to be by the end of 2016.

It is envisioned that the platform will play a huge role in brand messaging and interaction with customers. It will be a place where brands and retailers can send you important information like vouchers or a boarding pass for a flight. Also, retailers could choose to use a code in an advertising campaign, and when it’s scanned by a customer, they will be linked through to talk to a brand directly through Messenger.

According to Marketing Week, Facebook hopes that the codes will make the platform a defining customer service tool should a consumer have a query for a brand. “We’ve taken special care to make Messenger Codes as beautifully designed as possible so you can use them everywhere – on business cards, online, or in-store and anywhere else you like. We can’t wait to see how businesses embrace these new tools,” said Facebook.

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