What Happened
On Wednesday, Facebook rolled out a new iOS app called “Notify” to allow users to receive push notifications from publishers and other brands of their choice. Upon logging in with Facebook account, users are asked to follow “stations” that they are interested in, which include a variety of content publishers such as BuzzFeed, CNN, Vogue, Getty Images, and The Weather Channel, plus Groupon and Fandango. The notifications will direct users to designated web pages where they can consume the content or, in Groupon’s case, find more about its Deal of the Day.
What Brands Need To Do
Although Facebook does not feature any ads in Notify for now, there are certainly opportunities to offer sponsored “station” suggestions for users to follow. From a content marketing perspective, this new app can offer brands a new channel to stay connected to consumers and deliver their branded content. Not every brand has the resources to develop their own app and incentivize customers to download it, and Notify can provide those brands with an alternative way to infiltrate the lock screen and reach consumers via notifications.
Source: The Verge
Header image is a promotional image courtesy of Facebook Newsroom