Hitmetrix - User behavior analytics & recording

Facebook adds call-to-action buttons for Pages, but does it really help marketers?

Yesterday, Facebook rolled out a new feature that lets Page managers add call-to-action buttons to their Pages. This lets admins directly engage Page visitors through seven different button options, including:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

Each one of these buttons can link to a destination that is within Facebook or an external link. 

With this new feature, Facebook is throwing a bone to marketers who’re complaining about no one being able to see their Facebook content, since organic discovery is pretty much dead. Sure, you can generate engagement when people visit the Page and click on the call-to-action button. But getting people to engage once they’re on a Facebook Page or a website has never been the problem. The issue is, how do they get there in the first place? And that’s something that Facebook has much harder for marketers and Page admins. 

It used to be that you could post great content and it would organically show up in people’s news feed’s through likes or shares, increasing the chances of getting clicked on and taken back to the Page. But now, brands’ content barely shows up in news feeds, so there’s no way of getting to the Facebook Page unless you actively search for it. 

It’s the equivalent of putting up shiny decorations and cooking an amazing meal at your house, but forgetting to tell anyone how to get there, or getting your invitations delivered to only 1 out of the 100 people you want to come. 

You could of course, place ads in people’s news feeds, but if you’re going to link them to something, you’re probably better off doing it your own website, where you have control over the real estate, instead of a Facebook page.

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