Dive Brief:
- Facebook is updating its Offers coupon tab to make it easier for users to view, save and use coupons, according to Marketing Land.
- The update includes making the feature more mobile-friendly and offering brands greater authority over which users can receive Offers.
- In addition to being able to view Offers through ads or brand Pages, Offers will now have its own tab on the platform. Users can redeem Offers through a brand's website or in-store via a scannable coupon on their mobile device.
Dive Insight:
After four-plus years as an afterthought on the platform, Facebook is putting more weight behind its version of coupons.
The changes to Offers will make the coupons more mobile-friendly for users and more targeted for advertisers. Brands will be able to target offers to specific Facebook users via ad targeting options within Facebook’s advertising platform. Ads can be used to promote online-only or in-store-only offers as well.
Facebook also hopes to solve the problem of shoppers abusing coupons with targeted coupons. Marketers can give each coupon a specific code that limits how many times it can be redeemed — preventing users from using the coupon more than once or sharing it with coupon websites, a move that might cause an offer to be redeemed more often than the brand intended. According to Marketing Land, the unique codes are not yet available and Facebook did not say when they would roll out.
Facebook has been rolling out more brand-friendly features of late, including ad-free brand Pages and new “shop” sections for brand Pages that allow marketers to feature products.
