Facebook launched its latest Snapchat-influenced feature last month with the debut of Messenger Day. The social media platform with 1.86 billion monthly users aims to add more visual communication functionality with the new addition of stories.
Users now have access to the updated Facebook camera that allows them to overlay special effects on photos and videos, and then share content to their Facebook Stories, News Feed or with individual friends via Facebook Direct private message.
As visual storytelling becomes more integrated with Facebook and other social media platforms, brands will need to add this new function into their marketing strategies. Below are four ways brands can effectively incorporate Facebook Stories into their current social media efforts.
Today, we’re excited to introduce the new Facebook camera. We think it’ll give everyone more ways to express themselves and share what they’re up to. So from now on, you can just let your camera do the talking.
Posted by Facebook on Monday, March 27, 2017
1. Share behind the scenes content
Unless you work in a highly regulated industry, content generated by employees can be equally as effective as user-generated content. Because this new feature is only available to Facebook user profiles, this is a way for brands to build awareness through employees by showing behind the scenes stories or other aspects of your brand that consumers don’t typically have access to. Keep in mind, your employees are your biggest brand ambassadors, and with Messenger Day this is made easier.
2. Capture and share a live event
Do you have a trade show or industry event coming up? Use Messenger Day to share images and videos from the event. According to SEO Journal, posting content from a live event can increase engagement by 178 percent. This is a great way to expand your reach by showcasing your brand to a broader audience.
3. Utilize the power of brand influencers
Brand influencers can be major advocates for your business, and if you’ve already found influencers that connect with your audience and your brand’s values, Messenger Day can not only strengthen that relationship but also increase brand awareness with heightened exposure. Encourage your brand influencers to utilize Messenger Day as another medium to engage with your audience and test out which content resonates best.
4. Drive traffic to other social platforms
Are you looking to promote your new blog, website or Facebook page? Utilize Messenger Day to direct your audience to your other content sources. Promote a recent post or optimized website page with a Call to Action at the end of a Messenger Day post that directs followers to the specific content. Above all, this new Facebook feature can be utilized to promote your brand’s spectrum of content and drive traffic to specific areas.
As with any new social media feature, just because Messenger Day is new, doesn’t mean it will appeal to every audience. Test out Messenger Day with different forms of content to gauge what appeals to your audience, or if Messenger Day is a platform that’s even worth your time.
In the interim, we’ll be excited to see if and when Facebook launches Messenger Day for business pages. What are your thoughts on Messenger Day? Have you created a Facebook Story on your feed yet? Comment below to share!