Meta reveals new features for advertisers; know more

The new features seek to help marketers generate more leads with Facebook, Instagram and WhatsApp.

Leads are potential customers or individuals who have expressed interest in a product, service or company by providing contact information that can be used to start or maintain a business relationship.

Generating qualified leads is one of the biggest challenges for marketers and, at the same time, it is one of the sector’s biggest priorities. After all, qualified leads are more inclined to become a sales opportunity, in less time and with less investment.

What was announced by Meta?

Meta and HubSpot

Aiming to support companies in generating leads, the Meta begins a new partnership with HubSpot on CRM integration, to offer traffic managers a simplified click campaign setup. In addition, big tech is also simplifying integration with other CRMs through Zapier.

Lead generation on WhatsApp

Among the tools announced, one of the most important is the new possibility of extending Instagram and Facebook ads into WhatsApp.

Now, advertisers can use a “WhatsApp” button in their campaigns, generating clicks to start a conversation in the app.

In the first phase of testing, some selected advertisers will be able to create a message flow that will act as a form, enabling conversation-based lead generation.

Message flows can be created in Meta's Ads Manager and should be available to all users soon.

New ad format with “Instant Form”

This new feature will allow users to connect with multiple brands at the same time, using the same data to sign up in different locations.

According to Meta, this new feature offers greater convenience for users and discovery opportunities for small businesses. It works as a “catalog” of options related to the ad that the user just converted. For example, after signing up for a “bridal hair trial,” users can easily share their contact information with other relevant businesses, like a beauty salon.

“Call” option for lead generation

In addition to the previous options, Meta is also exploring new ways for the company to contact leads, this time through calls.

This new feature allows businesses to call people through Facebook to provide collateral and display their business information, including logo and name.

Advantage+ for lead generation

Since October 2023, Meta has been developing new ad formats for Instagram. Among them, Advantage+, which is a set of creative solutions supported by AI tools.

Now, Meta is testing Advantage+ to create a complete automation flow for lead generation campaigns, where advertisers can apply AI to multiple aspects of the campaign simultaneously to “achieve greater performance and save time and money.”

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