ManyChat

Broadcasting Content


UPDATES


Starting 15.01.2020 ManyChat users will be seeing new Broadcasting interface which introduces new features and takes into account upcoming Facebook Messenger Platform Policy updates regarding Subscription Messaging, Standard messaging, and Message tags. Read more about this on official Messenger Policy page.


All affected features that are available to users now will remain in operation until 15.01.2020  when new Facebook Messaging policies come into effect. After 15.01.2020 pages will not be able to send Follow-up Broadcasts. In addition, pages that were not granted Subscription Permissions by Facebook before same date (see Facebook News Page Index, NPI) will not be able to send Subscription Broadcasts to their audiences, while other options of Promotional (within 24h window) and Non-promotional (within and outside of 24h window) Broadcasts will be still available. Current 16 tags will be reduced to 4: "post-purchase update", "account update", "event update" and "human agent".


To send promotional messages beyond 24+1 messaging window now as well as after 15.01.2020 you can use Paid Messages (helps your run special type of Facebook ad called "Sponsored Messages", which is also available within ManyChat Ads section).


So your Messenger bot is set up and you even got your first subscribers. Let’s start doing Chat Marketing with a Broadcast.

1. What is a Broadcast

ManyChat Broadcast is one of the best marketing tools to grow your business using your connections with existing customer base. Reactivate your existing subscribers, reveal their needs and interests, make up-sales and useful proposals based on their replies. This is the next amazing ManyChat feature that gives you a chance to start a dialogue with your subscribers instantly, so you can

  • deliver a content to a list of subscribers and target them using audience filters
  • engage your subscribers via any channel available and drive them to another channel if needed (consider returning inactive subscriber to the Messenger via SMS)
  • get to know your audience and segment it with tags depending on users' replies (conversational actions).

2. How to Create a Broadcast

It’s easy. There are 2 ways of doing it: 

  1. Create Broadcast from existing flow by clicking button in the upper right corner of Broadcast home page. This will open a Flow picker where you can easily select one of your existing flows. As soon the flow is selected you can proceed with sending it as is or editing it within Broadcast interface. Note that your edits will not affect the original flow since you will be editing its automatically generated copy. Those copies are stored within Broadcasts section only.
  2. Create Broadcast from a variety of blank presets by clicking  button. A dialog window will be opened offering you to select the channel you want to start with (read some tips on how to decide on the channel). After selecting the channel you'll find yourself in the Flow Builder where you can compose flow of messages and add a number of conversational actions (Buttons or Quick Replies) users can answer with. Don’t make your subscribers get lost in replies, try to involve them in a conversation with one or several options. Create some Attached Messages for the reply options you offer, but don’t make the conversation too deep. You can also assign an Action to each reply — add or remove tags, subscribe users to sequences, notify admins, etc.

3. How to Choose a Channel to Start With

First thing you consider as a marketer when deciding on the channel is “How many people can be reached via channel X and how likely will they react to my communication they way I want when reached via this channel?”

Among other things to think about are: 

  1. Connections you collected 
    You can target anyone using Audience filters but if a subscriber does not have any connection with your business via channels such as SMS or Email they will NOT receive a message in those channels. A valid connection for SMS and Email imply that a subscriber both 1) shared their phone and email address and 2) expressed their consent to receive communications from your business.
  2. Costs
    Sending non-promotional message over the Facebook Messenger costs you nothing (for example, message tagged as “Account Update”). On the other hand, each SMS cost you some cents and if you target lots of people charges that apply for the whole campaign may be considerable.
  3. Channel responsiveness
    Channel mix and its effectiveness vary greatly for different types of businesses. However, such channels as Messenger and SMS in general demonstrate considerably higher open and click-through rates than for instance Email. On the other hand, in some niches like E-commerce, Email communication is an indispensable part of channel mix and proves its efficiency.
  4. Regulations and policies
    In most countries communication channels are heavily regulated with laws and policies of all sorts. Violating those may cause serious fines. It is especially true in respect to SMS. It’s important to learn about all possible restrictions (such as quantities, content and sending times) applied in the country of your target audience before sending SMS Broadcast.
  5. Content and Formatting options
    While SMS is limited to only 140 symbols, Email offers much more in terms of graphical content and amount of text. That being said, Messenger provides the greatest extent of interactivity which is important if your audience is likely to be engaged in conversational experiences.

Go to dedicated articles to learn more about setting up and using SMS and Email.

4. What to Do Next?

Start building!

Very much like a Flow, Broadcast can consist of one message or several messages linked together. Those messages can be sent into any channel in any order provided that the channel was activated in your ManyChat account. 

Depending on the channel you selected you will find different starting presets we made for you. Remember that this is just a template that you can customize in any way you need without worrying to break anything. 

With Messenger, SMS or Email selected after clicking  you will go to the Flow Builder where the single message of the respective channel will be set as the first message any subscriber from your target audience will receive (“Starting Step”). Good news is that if you want to change the channel, you don’t need to start over and select a different type of Broadcast. Just add another step (SMS, Email or other) and drag green “Starting Step” block over it. Unattached steps you don’t need can then be deleted.

In addition, you can mix channels within one Flow by chaining for example Messenger to SMS and then to Email. 

With “Multiple channel” option you will be offered to start building your Broadcast using more than one channel based on popular template that takes following set of Conditions as a “Starting Step”:

Messages connected to a condition will be sent only to subscribers who meet it. If a subscriber meets more than one condition, they will be sent the message connected to the highest condition on the list.

In this example an email will be sent to subscribers who are outside Messenger's 24 hour window and an SMS will be sent to those who cannot be reached by email.

What makes it so great is that you don’t spend money on reaching someone who can be reached for free. 

Follow the logic in this template to split the audience among channels based on your campaign goals. 

  • You can delete conditions and messages of the channels you don’t need. 
  • You can change the order of messages being sent to the target audience by changing the order of conditions in the condition step.
  • You can add conditions and restrict any condition with additional filters.
  • You can chain first messages of any channel to subsequent message of any other channel (for example link SMS to the Messenger).

Again, this is just a template that can be changed the way you need. 

5. Settings

On the Settings tab we always show you only those settings that are needed for the Broadcast Flow you designed at the previous step. So for example, when you delete all Messenger steps from you Broadcast, we hide Messenger-only settings (Content type and Notification) since they become irrelevant.

Broadcast Settings are applied to all messages that are being sent out automatically until first subscriber interruption. Essentially, Flow interruption happens when subscribers’ action needed, e.g. text input or button click.

Broadcast Content Types in accordance with Facebook Messaging Policies (Messenger only)

Please read this piece carefully as it directly relates to Facebook Messenger Platform Policies that regulate the ways different types of content should be delivered and audience it can be delivered to.

Subscription Broadcast allows you to deliver non-commercial content to your subscribers at any time you want provided that you were granted Page-Level Subscription Permission. Use it as a conversational option to start a dialogue with your audience or notify on subscription-related topics. Keep in mind, however that Broadcast messages cannot contain any ads or promotional materials and it is limited by Facebook to following cases:

  • News: Integrations whose primary purpose is to inform people about recent or important events, or provide information in categories such as sports, finance, business, real estate, weather, traffic, politics, government, non-profit organizations, religion, celebrities, and entertainment.
  • Productivity: Integrations whose primary purpose is to enable people to manage their personal productivity with tasks, such as managing calendar events, receiving reminders, and paying bills.
  • Personal trackers: Integrations that enable people to receive and monitor information about themselves in categories such as fitness, health, wellness, and finance.

Note that starting 31.07.2019 this functionality is not available to Pages that were not previously granted so-called Page-Level Subscription Permission (PLSP) by Facebook. Please learn if it makes sense for your business to apply for PLSP and how it can be done in our corporate Blog.

Non-Promotional or Mixed Broadcast allows you to send non-promotional messages as long as they fit into categories predefined by Facebook and marked with a tag. This broadcast can also contain promotional messages (those should remain UNTAGGED) but mind that those will not be sent to anyone who is outside 24 hour messaging window. Mind that when doing your targeting. So in case of non-promotional messages you can use, for instance, "BUSINESS_PRODUCTIVITY" tag for notifications on services or products that a business (your client) has subscribed to or "CONFIRMED_EVENT_UPDATE" for notifying about upcoming classes or events that a person has signed up for. Full list of tags can be found here. All the tagging should be now implemented on the message level (go to the Broadcast Tab and tag messages that need to be tagged):


Promotional Broadcast allows you to send commercial messages. Note that with this option your targeting will be limited to subscribers that were active (interacted with your bot) within the last 24 hours. Use this option carefully, you don't want to annoy your subscribers with mass promotions.  

Follow-Up Broadcast [Going away after January 15, 2020] can be sent after the 24-hour window has been closed unless the one has already been sent and no interaction occurred. Before any interaction happens in response (i.e. subscriber presses some button or types a reply), you won’t be able to send them any other Broadcasts (except the ones made via Paid Messages). In other words, any time a subscriber interacts with your bot, they become eligible for promotional content (for 24 hours). Don’t miss a chance! Note that Follow-Up content is limited to one single message.

This is how the Content Type setting looks like:


You can choose a Broadcast content type in the new interface of Broadcasts.

Targeting

You can target each of your Broadcasts by lots of conditions: gender, tags, name, activity, language, timezone, etc. Adding targeting conditions you can instantly see the number of users the message will be sent to.

Schedule Broadcast

Start sending your Broadcasts immediately or schedule it to be sent on a particular date and time.

Timezone Settings

These settings allow you to consider your subscribers' timezone. You can pick one of three options:

  • Send all at the same time delivers your Broadcast immediately.
  • Time Travel option delivers a Broadcast at the scheduled time according to subscriber's time zone.
  • Limit sending time delivers a Message as soon as possible once user's daytime in his current timezone matches desired delivery hours.

Notifications Settings (Messenger only)

Please note that Facebook API only allows to control mobile Messenger notifications. The settings below do not apply to desktop notifications. 

Regular Push notification makes a sound and sends a notification to your mobile device. Use it for important messages.
Only 1 regular notification triggers only 1 regular notification (the first message in the broadcast) and the rest of it is sent in silent mode. Great for times when you have 2+ messages in your broadcast but don't want to send too many notifications.
Only 2 regular notifications trigger 2 notifications ( for the first 2 messages in the broadcast) and the rest of it is sent in silent mode. Ideal for broadcasts of 3+ messages.
Silent Push sends a notification to your mobile device without a sound. Use it for regular messages that don't require immediate action.
Silent broadcast doesn't display any notifications. Use it for silently sending content updates.

Keep in mind

With Multichannel Broadcasts there might be cases when there is more than one initial message and those messages can be related to different channels. Consider “Multiple channel” template described above.

With such flow design, there are 3 initial messages (sent via Messenger, Email, and SMS) and you can guess that settings made on the next step will be applied to all of them. To indicate that the Settings will be applied to more than one channel we add icons of those channels against each setting that is applicable to it:



After you're done with Settings go ahead and publish your Broadcast by clicking a blue action button at the top right corner of your screen that might look likeif you're sending immediately or likein case of scheduled sending. If all necessary settings were made properly you will be redirected to a success screen and then back to Broadcast lists.

Broadcast Lists and Performance Stats 

All your broadcasts are stored in Broadcasting > Broadcast section, which contains Drafts, Scheduled Broadcasts, and History lists. Once you send a Broadcast to your subscribers, you can find it in History tab, watch it work and measure the stats for each of your messages (sent, delivered, opened, clicked). 

This Broadcast was sent and delivered to 2 subscribers, they opened a message and gave a reply.

Let's see what this stats mean:

Sent is the number of Broadcasts successfully sent.

Delivered is a number of Broadcasts seen by users. Which means your Subscribers have opened Messenger but don't open your Broadcast.

Opened is a number of Broadcasts opened by users.

Clicked is a number of clicks registered in this Broadcast.

NOTE:

In broadcasts history CTR is recorded based on UNIQUE users' clicks and is only counted for Starting Step.

In case Starting Step doesn't contain any buttons or is an action/condition/etc. clicks won't be counted!

Here are some useful tips for creating a Broadcast:

1. Think well about the target audience and the purpose of your communication. What action do you expect in response from them? Design you Broadcast in the way that would lead to this desired action in minimum amount of steps. Be relevant.   

2. Personalize your Broadcast messages. Start typing {{ to open a list of variables you can use (First Name, Full, Name etc.).

3. Reward engaged users with useful and interesting content or incentive.

4. Always make it clear how one can unsubscribe from your Broadcast messages to avoid user blocking messages from Business Page entirely or reporting your Page to Facebook.

5. If you want to send a Promotional Broadcast to people how are outside of 24+1 reach you can always use SMS, Email, Paid Messages, or via ManyChat Ads.
Now go break a leg!