Facebook Messenger Ads – The Increasing Impact Of Social Media On Ecommerce

For the first time in 2017, mobile traffic has overtaken desktop for the first time for the average website – these changes mean that it is crucial to put the mobile first experience rather than just optimising for  mobile.


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One of the biggest indicators of the move of ecommerce to mobile is how social media networks have responsed to this. The top social networks – Facebook, Instagram, Twitter, Pinterest and Snapchat all now allow users to purchase products directly through their mobile apps. As a result, mobile browsing and purchasing has become the new standard, with 56% of consumers saying that they follow brands on social media to browse for products and 31% say that they use social media specially to look for new products.

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Most recently, Facebook has reacted to these growing changes by rolling out Facebook Messenger adverts globally, as it continues to explore new ways to allow advertisers to reach consumers ‘after promising tests in Australia and Thailand’. This change allows companies of any size to connect with the ‘1.2 billion people who use Messenger every month’.

The ads will appear on the Facebook Messenger home tab amongst the list of their contacts. The ads will not appear in conversations, meaning there will be no confusion between conversations and adverts. When the user clicks on the ad they will be redirected to the chosen destination, such as a companies’ ecommerce website.

With Facebook receiving about 85% of its ad revenue from mobile the company is finding new ways to advertise. Dave Wehner, Facebook’s Chief Financial officer noted that the company was having problems with hitting the limit of how many ads can be shown on a users News Feed. In November last year, admitting ‘as I mentioned last quarter, we continue to expect ad load will play a less significant role driving revenue growth after mid-2017’. Facebook’s new changes therefore indicate a move to find new revenue streams across its multiple platforms so that it can continue to monetise its users.

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