There’s no doubt that Facebook is making a shift to eCommerce. In 2019, the platform launched Facebook Pay. Last 19 May 2020, it launched Facebook Shops. It also added chat plugins and direct mail options for businesses. To streamline its payment process, Facebook soft launches its Accounts Center.
Accounts Center
The Accounts Center is an optional feature for Facebook users. After signing in, users can also turn it off and on as preferred. Upon signing, users can sync a Facebook name and photo profile with Instagram and Messenger. So, there’s no need to re-enter the content when switching apps. But users can still use different profile names on each app if they want to.
3 Ways to Sync Accounts Center
There are three ways to link accounts using the Accounts Center:
- Facebook Pay Info. This enables payment authorization from a Facebook Pay to the main Facebook account.
- Logging in Across Accounts. Syncing Instagram and Messenger with a Facebook account without having to re-enter login details.
- Story & Post Sharing. Easily share stories and posts across apps.
Facebook Accounts Center streamlines the user experience to switch between apps. But its main focus is Facebook Pay which Facebook is looking to merge before the year ends. Facebook soft launches its Accounts Center to selected users on 29 September 2020. It will be rolling out in the U.S. later this year.
Implications for Marketers:
The soft launch of the Facebook Accounts Center is the beginning of a more unified family of apps. This means interlinking Instagram, Messenger, and even WhatsApp into one central account. As such, it will be easier for marketers to create a unified campaign. Facebook Accounts Center can increase conversion or sales and can level up engagement across platforms. Starting today, marketers should focus on how to plan with an all-in-one platform campaign.
Reference: https://about.fb.com/news/2020/09/privacy-matters-accounts-center/
