The latest development to come out of Facebook’s office seeks to take control of the social network’s extended divisions and will definitely bring in changes for advertisers and marketers in the future.
Facebook’s chief executive Mark Zuckerberg plans to integrate Facebook’s messaging services — WhatsApp, Instagram and Facebook Messenger – in order for Facebook to “build the best messaging experience possible”. Mark Zuckerberg has also stated that “people want messaging to be fast, simple, reliable and private.” Though still in the early stages of the integration project, Zuckerberg plans to complete it by the end of 2019 or early 2020.
The services will continue to operate as stand-alone apps but their underlying technical infrastructure will be unified. It’s clear that this move will not only redefine how advertisers will function but also affect how users use the apps to connect with one another.
What Marketers Should Know
Facebook marketing is stated to get more in-depth and competitive once this integration has been completed. The likelihood of increased user engagement across Facebook’s messaging ecosystem is also a prediction that is being made.
Brands will also be able to communicate better with their customers because a unified messaging system will connect all audiences regardless of what messaging platform they’re using. Needless to say, a brand’s Facebook ad strategy and budget could get significant benefits with this type of integration. A brand could even employ new revenue-generating services under the Facebook umbrella.
As the integration plan is still in its very early stages, there are many speculations about what to expect from Facebook and the future of digital communication. One thing is for sure; unifying the infrastructure for WhatsApp, Instagram and Facebook Messenger will tightly benefit Facebook’s entire “family of apps” in the long term by making them more useful and sensitive to the needs of a user.