Facebook advertisers can now use Stories ads to start conversations in Messenger

Brands can now drive Facebook, Instagram and Messenger Stories ad traffic to start conversations on Messenger.

How it works. Users can swipe up on Stories ads that have the new “Send Message” call to action to start a conversation with the business in Messenger without leaving the app they’re in.

Why we should care. This integration adds another engagement mechanism for Facebook advertisers and could be particularly appealing for businesses with longer conversion cycles. There are 40 million businesses active on Messenger, which has a user base of more than 1.3 billion, according to Facebook.

This feature is now available to businesses with Messenger templates set up in their Facebook Ads accounts.

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About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.