Some companies have huge success running Facebook engagement ads from their Fanpage with a FB Messenger bot set to kick in when someone comments. When someone replies to the bot, they become a subscriber.
If you have a lot of activity on a post, the cost per engagement (comment) can be as low as $0.10 (or lower if you’re not targeting the US market).
For some businesses, this is a great way to grow a list of subscribers which can be messaged on Messenger.
However, no one tells you that any user under 18 cannot be messaged or become a Messenger subscriber. When they comment, the bot doesn’t kick in.
Without knowing this fact, after I'd had success in another niche I tried running an campaign targeting teens 13-18. I did indeed get tons of comments (FB ran up a big bill) but with no results because none of those who commented received a reply from my bot.
How do you know if someone who commented received a message response from your bot? Beneath their comment it will say “See response”. While those who can’t be messaged due to their age have a grayed out “Message” button.
If the person is not a minor and can be contacted (but for some reason your bot failed to send them a response) the “Message” button would be a blue link which you could click.
In this case, the only thing which I could do to try to reach those people who had commented, was to manually post a comment reply to each comment with the link I wanted to promote. This was very ineffective since only 60% of those who I replied to actually checked out the link, compared to sometimes up to 90% who click on links in a Messenger bot. Plus, I didn’t have them as subscribers which meant I’d lost them.
So, just a word of warning since no one else mentioned it. If you’re running an ad campaign with your objective to grow a Messenger subscriber list, don’t target minors.