If you've taken the time and trouble to put together some really great content, which is likely to attract the...
Last week Facebook introduced the new feature to it’s messaging service’Messenger Day’. We are going to discuss what Messenger Day is all about, how you can use it within your online marketing and how this announcement changes the ephemeral messaging competition heating up between Facebook and it’s competitors.
What Is Messenger Day?
Messenger Day works like Snapchat Stories, Instagram Stories, and WhatsApp Status: It allows users to share photo and video messages embellished with text, drawings, filters, and emojis with friends that disappear after 24 hours. As the name suggests, this new feature is a part of Messenger, Facebook’s standalone messaging app is now used by over one billion people worldwide.
Messenger’s in-app camera lets users add text, drawings, stickers, emojis, filters, and lenses to photos and videos before adding them to their Messenger Day or sending them to individual friends or groups.
In one way or another, the launch of messenger day is not something to be surprised about. Facebook tried and failed to purchase SnapChat back in 2013. Since then this has led to Facebook constantly thinking of new ways to create new and interactive ways to use the messenger app itself.
Like Snapchat Stories and WhatsApp Status, Messenger Day displays users ephemeral messages in a vertical list. From there, users can click on specific photos and videos they want to check out, or they can go down the line to watch all of the images at once.
Currently, the difference between Messenger Day and it’s social competitors is it’s intended use. While Snapchat and Instagram stories are focused on sharing what you’re up to in the moment, Facebook has positioned Messenger Day as a way to make plans with friends and communicate about getting together.
How to Use Messenger Day
- To start, you will need to update your Messenger app for iOS or Android if you have not already done this in the last week. You will need to make sure you have the latest version of Facebook Messenger if you are wanted to use the day features.
- Open your Messenger app and tap the circular camera button in the lower part of the menu.
- Take a photo or record a video by pressing and holding the capture button, or turn the camera to face you to take a selfie.
- Once you’re happy with the photo you can add art, effects, emojis, and text to your photos and videos by tapping the smiley face, sticky note, and squiggle icons. Tap “Aa” to add text and caption your image.
- Once you’ve created your finished photo or video, tap the arrow in the lower right-hand corner of your screen.
From there, you can choose to send your image to one friend, a group of friends, or post it to your Messenger Day. You can also save it to your camera roll by tapping the download icon in the lower left-hand corner of your screen.
You can also add photos or videos to your Messenger Day after you’ve already sent them to individual friends or groups. Within a direct or group message, tap “Add to your day” under the image to, you guessed it, add it to your Messenger Day.
If you look at what photos and videos look like across the different apps and features, you’ll see a lot of similarities, like the ones we outlined above. But there are a few key differences, too.
For users, Instagram Stories arguably presents a better experience than Snapchat because video and photo ads aren’t shown between Stories as users scroll through their list of friends. This might prompt users to move over to Instagram to view Stories uninterrupted. Messenger Day is only one day old, so we don’t yet know if the app will show ads between images, but parent company Facebook might forgo that given the success of Instagram Stories.
For businesses, Facebook and Instagram provide more detailed and more easily accessible analytics for understanding the reach and engagement of ephemeral content than Snapchat. Snapchat’s only metrics for Stories are the number of views and screenshots, and these numbers must be recorded in 24 hours before the content disappears.
Using Facebook Messenger for your business
Companies are now starting to use messaging apps to communicate with their customers. Creating content on Facebook Messenger could create a more unified communication approach to customers if you’re already serving them there.
The Messenger Day function itself currently cannot work as a business page. However, Facebook has confirmed their next app update will allow business pages to use this feature as a marketing tool to engage with customers. This is not unlike facebook as they enjoy testing their new tools out first before giving everyone access. So although you won’t be able to use Messenger Day through your business page just yet it’s important to understand how effective it can be when this feature is launched.
When the app is launched it will be an important tool to use for your business just as Instagram stories has become. Make sure you experiment with what content your audience would like to see and always have a variety of stories daily.
If you have a highly engaged audience that you communicate with on Facebook, especially on Facebook Messenger, then experiment with Messenger Days. For example, restaurants will use the Instagram story feature to show pictures of hot fresh food and desserts. The objective of these posts would be to entice the audience viewing the pictures to go and visit the restaurant. It can be a very simple but effective tool.
Will you be using Facebook Messenger Days for your business?
Whichever ephemeral app is your favourite, download the Facebook Messenger update and experiment. We’ll keep you posted on new developments of when the update for business pages can use this feature. In the meantime, we can help you out with your social media marketing if you need help with it for your business.