Facebook?s messaging shift could have an 'enormous' impact on advertisers, and could trigger a shift towards bots and Stories

As he said in part: "We plan to build this the way we've developed WhatsApp: focus on the most fundamental and private use case — messaging — make it as secure as possible, and then build more ways for people to interact on top of that, including calls, video chats, groups, stories, businesses, payments, commerce, and ultimately a platform for many other kinds of private services." Facebook's message shows that it's evolving to keep up with how people are shifting from the public feed to one-to-one communications, and marketers should think about how they can tailor their communications strategies accordingly, said Nick Cicero, VP of strategy for Conviva, an online video analytics company. How do we create content that sparks a dialogue?" Two ways marketers have dipped a toe into messaging apps are with utility-based messaging bots and Stories, Facebook's two-year-old ad format that runs across its properties and which Facebook has been pushing hard as its news feed reaches its saturation point with ads. And as Facebook makes its messenger apps more utility-based, will it open up ways for it to make money from transactions, making advertising less important to its business?