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Facebook is rolling out in Instagram a new placement for click to Messenger ads. Designed to complement Facebook’s current click to Messenger ads, the Instagram ads allow marketers to reach out via Instagram and engage with them on Messenger.

“When someone clicks on an Instagram click to Messenger ad, it opens a conversation with your business. People will be sent to your Messenger content, which includes all the text, image, and video messages that you set up when you created the ad,” explained Facebook in a blog post.

The ads can be image, video or carousel ads, and they’re available in Ads Manager, Power Editor, and the API. The click to Messenger ads can be placed on both Facebook and Instagram to extend reach.

What’s the value?

“Businesses get real value from driving to Messenger conversations and experiences,” according to the a Facebook spokesperson. “Messenger offers scalability, and lets businesses and developers build unique, action-oriented experiences on the Messenger Platform or through live chat experiences.”

It’s a rich field to harvest. More than 1.2 billion people use Messenger every month. More than 2 billion messages are sent between people and businesses every month, including both automated and people-initiated messages.

“Top brands like Sephora are seeing real results,” notes Facebook. “After launching the Sephora Assistant in Messenger, they saw an 11percent higher booking rate through Messenger when compared to other channels.”

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