As most people say, “Some things aren’t meant to last. So, live in the moment.” Today, Facebook enables vanish mode on Messenger. As such, it allows chat messages to last for a moment.
In the 1st week of November, WhatsApp launched disappearing messages. Once a user sets this feature on, new chat messages in WhatsApp will automatically disappear after 7 days. Messengers’ vanish mode works the same. It’s an opt-in function that auto-erases a chat message within 7 days. Facebook also added security features when vanish mode is on. First, you’ll be notified if someone takes a screenshot of a message you sent. Second, you can report a chat and block it if you feel unsafe. The updates apply to both Facebook and Instagram as the apps have already been integrated.
Facebook will slowly be rolling out such updates to Messenger users starting 12 November 2020.
Implications for Marketers:
Messenger’s vanish mode makes chat lighter and more private. This provides a better user experience. For marketers, this is an opportunity to focus on creating exclusive content that gives the target audience a sense of urgency. Facebook Pay, QR Codes, Shops, and Stickers are great tools to incorporate on CTAs. If a target user on Messenger opts-in to vanish mode, it can influence them to do actions right away. Alternatively, they can still be an effective way to increase brand awareness.