Meta expands ad formats and tools for small businesses

Small businesses are getting the attention they deserve from Facebook’s parent company, Meta.

During National Small Business Week, Meta announced new ways for SMBs to leverage lead generation and share content.

The new tools aim to help businesses generate higher quality leads by identifying new ways to connect with customers.

Messaging and chat features

Meta recently identified more than 70% of people who want to be able to communicate with businesses the same way friends and family do: via email.

In fact, businesses are also realizing the value of email clients. They found the ad format that opens a WhatsApp chat to be a great way for new customers to discover them and have a conversation.

Using this new information, Meta creates ads for Facebook and Instagram that can be created directly from their WhatsApp Business app. An example of the new experience is below.

Image credit:, May 2022

The second messaging update concerns the inbox itself. Meta streamlines business communications by bringing all messaging tools together in one inbox.

Your business inbox already contains messages from Facebook Messenger and Instagram Direct. In the future, it will also contain messages from WhatsApp.

This integration can save you and your team time, money and efficiency.

The latest messaging update allows you to send promotional advertising messages to customers who opt into communication, directly through the Meta Business Suite.

This update is the result of direct feedback from SMEs, highlighting the need to respond more effectively to customer questions.

Meta Business Suite marketing messages can help you generate more sales and long-term customers, all without having to use additional tools.

Meta is testing Business Suite marketing message campaigns.Image credit:, May 2022

New lead generation and customer acquisition tools

Meta is launching a myriad of new tools to help businesses capture and manage leads through the platform. These features include:

  • Quote requests on Instagram
  • Screening leads with Instant Forms
  • Creative flexibility
  • Secure content
  • Partner integrations

The quote request is currently being tested with selected businesses on Instagram. Essentially, it allows businesses to add a “Get Quote” button to their Instagram profile and stickers to their stories.

In the near future, lead filtering will be available for businesses. This will work by reviewing the answers to a multiple-choice question.

Meta is also testing its instant form for more customization. Selected businesses can test adding visuals and content to their instant form, giving users more visual information.

Secure content will soon be available for businesses. By creating gated content, SMBs can provide leads with resources after completing the Lead Ad form. This keeps the user directly on the platform.


If you’ve struggled to leverage Facebook or Instagram for your small business in the past, these tools are for you.

Although these elements are all in testing at the moment, Meta is hosting a conference called Conversations May 19and to discuss further. Once registered, you will be able to receive more information about the above tools and features.

Source: Meta

Feature image: Kaspars Grinvalds/Shutterstock

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