Although Facebookers have been able to communicate with businesses through Messenger since March, Facebook’s new plans for “Click-to-Message” business ads are a clear step towards monetization. This week’s final chart thus assesses the outlook for this new feature.
Significantly, 18% of Facebook active users report having posted a question or comment on a brand’s page within the last month (with younger Facebookers being the most likely to do this).
By region, prospects for the ads look particularly strong among the young and digitally engaged online populations of APAC and LatAm. Facebook will need to work harder in North and America and Europe, though.