In a bid to help brands foster more direct contact with consumers on Facebook, Meta recently introduced several updates to its lead generation form. These updates aim to simplify and automate information-sharing tools and processes, making it easier for users to connect with businesses.
One of the critical updates is the new way to use discount codes in-stream. This process will automatically apply an advertised code during the checkout flow. According to Meta, promotional ads are beneficial because they allow people to save on products and offers from brands they love. This new feature is initially available to select advertisers on Facebook in the United States, United Kingdom, Canada, and India. It promises to enhance engagement through features that make finding, applying, and managing deals easier, such as seasonal sales, first-time purchase discounts, and holiday promotions.
Interestingly, this new process allows Facebook users to claim an advertised offer in-stream, with the relevant discount code being automatically applied during checkout. This creates an additional promotional opportunity for businesses. For instance, if a user goes through the checkout but does not complete the purchase process, they will receive another notification on Facebook before the deal ends.
Meta is also revamping its Lead Ads by introducing a dynamic question flow that updates automatically based on user responses. For instance, an educational institution can ask a question like, "What degree are you interested in?" Depending on the answer, subsequent questions will dynamically update to guide the person towards more information about a specific program.
In addition to these enhancements, Meta is planning to enable brands to overlay Instant Forms on their business webpage within Facebook's in-app browser. This means that if a user taps through to a link from Facebook, brands can apply Facebook feedback forms on their own site. This could be a new way to maximize lead generation processes, using the simplified Facebook information gathering flow, which uses info from users' profiles to streamline the process.
Furthermore, businesses using the new Facebook Page experience can now also add a lead generation form to their website, which links to the CTA button on their Page. This feature makes it easier for Page visitors to send their contact info in a private Messenger chat by adding a lead generation form to a 'Contact Now' button on the Page. Given the increasing number of interactions happening via Direct Message (DM), this could be a big benefit, making it much easier for people to start a conversation with a brand and receive direct, personalized responses in-stream.
These updates are poised to significantly ease the process of gathering lead info from Facebook interactions, and could provide substantial benefits in prompting follow-up responses. As we continue to see social media platforms evolve and expand their offerings for businesses, it's clear that the opportunities for direct consumer engagement and lead generation are only set to grow.