On Facebook’s apps alone people send over 100 billion messages every day.

Conversations often get fragmented across different apps, and it’s not always easy to know where to reach someone or where to find a certain chat thread.

So Facebook is connecting the Messenger and Instagram experience so you can easily connect with the people you want across apps.

This means that you’ll now be able to use Instagram to send messages and calls to friends and family on Messenger, and vice versa.

You’ll have controls over how people can message you across networks, or to not receive these messages at all.

You’ll also start to see a bunch of fun new features for messages in Instagram and Messenger.

You’ll soon be able to watch videos with friends and family during a video call, send disappearing messages, and use customization features like chat colors, emoji reactions, and selfie stickers.

These new features are starting to roll out on Instagram and Messenger in a few countries, and will be released everywhere over the coming weeks and months.

According to Facebook executives: “In our research, four out of five people who use messaging apps in the US say that spending more time connecting with friends and family on these apps is important to them, yet one out of three people sometimes find it difficult to remember where to find a certain conversation thread. With this update, it will be even easier to stay connected without thinking about which app to use to reach your friends and family.”

In such a busy modern world of hyper-connectivity, if you’re using multiple apps to communicate with different people/brands, this seems like a smart way of simplifying our digital lives.

Brands already have the opportunity to reach their audience by private messaging via Messenger and Instagram through the Facebook advertising platform, and this update increases the value of this targeted and measurable service. Brands are also likely to see an increase in the amount of incoming private messages as users prefer to engage with businesses privately and directly in a fast and easy/efficient manner, on their terms (and they expect a response!)

As always, when utilising private messaging as part of a strategy brands should consider some keys areas, including:

  • Is your content relevant to this particular ad placement? (Understand how your audience are likely to engage with you using private messages)
  • Is your message clear and suited to this form of communication?
  • How can you utilise private messaging to engage with your audience effectively? (Build this into your strategy)
  • If you’re using auto response for incoming messages, are they helpful and relevant to what your audience require? (Don’t lose the human element of your brand)
  • What are the expectations of your audience?

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