According to recent research, nearly 3.65 billion people use at least one Meta product monthly. That translates to almost half of the world’s population. It is the only brand with a more extensive reach, making Meta an excellent option for business. Meta changed its name from Facebook to represent multiple products better under the new name. It comprises several core products, including Messenger, Instagram, Facebook, and WhatsApp.
With technology platforms constantly changing, the Meta ones are no exception! This article will introduce five Meta updates to help entrepreneurs experience and extend their business reach on different Meta platforms.
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Meta Verified Subscription
Meta announced that it would soon roll out a new Meta Verify service. It is a subscription service that enables Instagram and Facebook users to verify their accounts using their government IDs. According to Meta, some of its benefits will be live chat support, the legitimacy of having a blue checkmark on your profile, proactive account protection, and exclusive features to expand your reach.
The subscription is currently available only in New Zealand and Australia. Entrepreneurs can always join the waitlist for notification if and when the subscription is available in the US. However, Meta might be testing this before it goes mainstream in different countries.
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Instagram Broadcast Channels
Broadcast is a new channel on Instagram. According to Meta, it is a one-to-many messaging platform that enables various creators to engage directly with their followers. They can also share the latest updates to help build their tribe. The creators can interact freely with their followers via photos, text, videos, voice notes, and polls. Followers can always react to content and write their comments on the posts within the broadcast channel.
Meta is using this to help keep creators happy and ensure they stay on the platform instead of YouTube or TikTok. Time will tell if the new feature gains adoption after the initial tests. At present, only a few US creators do have access to this feature. Interested creators can always sign up via Instagram for early access consideration.
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WhatsApp Status Features
WhatsApp Business is an encrypted chat platform with capabilities beyond a personal WhatsApp profile. Due to the worldwide popularity of the platform, it is an excellent tool for entrepreneurs with a global client focus and base.
The app did reveal some new features for status updates. A private audience selection function allows users to control the person who sees their status updates. Leveraging voice status to express an update in the shot voice note form is also possible. There are link previews for links users include in a status update. It ensures that followers are well-informed about a link’s components before they click on it.
Status reactions allow users to respond to updates using eight emojis. Meta added new status profile rings, making it easier for users to determine which of their contacts has an update whenever it goes through contacts within the chat list. Additionally, with the integration of the WhatsApp Business API, businesses can now efficiently manage customer interactions and updates through these status rings.
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Facebook Ad Transparency
Meta needs to witness the advertising returns they have seen in the past. If you are keen, there is a possibility you might have come across ads having a ‘why am I seeing this ad?’ note. When you click on the prompt, you will alert Facebook if you want to see the ad and the reason.
The new feature taps into machine learning, enabling Facebook to have an idea of the ads to show you in the future, depending on what interests you have. It is a way Meta is using to improve and respect user preferences. Meta is increasing transparency in their ads system to be more transparent about how their machine learning models are contributing to the ads different people see.
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Messenger Receives Encryption
Facebook is expanding end-to-end encryption (E2EE) global testing in messenger chats. Its main goal is to ensure platform users have more security, whether using the tool for pleasure or business. Meta will be rolling out E2EE to more users, and they will get notifications if their accounts receive the upgraded encryption feature.
According to Meta, people will see some of their chats upgraded with an extra protection layer from end-to-end encryption. Already WhatsApp has E2EE enabled from the box, while Instagram users can switch on E2EE for personal conversations.
Conclusion
All 5 Meta updates are essential for entrepreneurs who promise to improve businesses’ impact on different Meta platforms. It enables entrepreneurs to reach new customers and build relationships using the current customers. Every entrepreneur should engage on every platform daily since Meta will reward them for being active on the media. Business owners who engage on all their Meta platforms will record a great return on their investment.
Remember that every platform has its purpose and can attract a particular audience. For example, when targeting a multigenerational audience, Facebook will play a central part in your marketing strategy. If you intend to draw Millennials, you must use Instagram well.
