Facebook Offers Brands a Revamped Offers Experience

Facebook Tuesday announced several new features for its Offers ad units and page posts.

Facebook Tuesday announced several new features for its Offers ad units and page posts.

The social network outlined the new features in an email to SocialTimes:

  • Bookmark: People can easily claim an offer on mobile or on desktop and it will automatically save to their new Offers bookmark.
  • Reminders: People will get reminders across devices about their saved offers, such as when one is about to expire.
  • Coupon codes: Advertisers will be able generate unique coupon codes for each person who claims an offer (coming soon).
  • Redeem an offer anywhere: People can paste their offer code during online checkout, or they can access a code on their mobile device during in-store checkout (coming soon).

Facebook offered more details on the improvements to Offers in a Facebook for Business post:

Facebook Offers makes it easy for advertisers to share their discounts and promotions where people are—on their mobile devices. Businesses can create two types of Offers—online and in-store—and they can share Offers in two ways, in an Offers ad or in a page post.

Offers ads appear in people’s News Feed in the Facebook mobile application and website. Advertisers can reach the right audiences with creative ad formats—like carousel ads. And for online offers, advertisers can optimize the delivery of their ads to people most likely to make a purchase on their site. Advertisers can see how many offers have been claimed in ads reporting.

The other way for businesses to share Offers is to post them directly on their page through the Offer Page Composer. All posted Offers will be viewable by anyone visiting the page. If someone missed a posted Offer, they can click on the new, dedicated Offers tab to see all Offers posted by the business.


The social network also provided more color on the benefits of the new features for Offers:

With our new streamlined mobile experience, people can easily claim Offers on mobile or on desktop. Offers automatically save to the new Offers bookmark. People can review and access their saved Offers any time by clicking on the bookmark, and then redeem them on mobile, desktop or in-store (depending on what the advertiser has specified).

We’ve made it easier than ever before for people to redeem their claimed offers. People can copy the offer code and access details, such as terms and conditions, on their mobile device while they’re on the advertiser’s mobile site. This way, no one needs to memorize codes or information while shopping. For in-store, people can easily access their Offer through the Offers bookmark and pull it up on their phone at the register. Businesses can choose to enable a barcode or QR code to scan at check out.

Facebook will provide helpful reminders to make sure people never miss out again on Offers they’ve claimed. If people claim an Offer on mobile while they’re on the go, they’ll be reminded about it once they log-in to Facebook on desktop. We’ll also remind them when their saved Offers are about to expire.

Finally, Facebook described upcoming improvements to Offers:

Today, Facebook Offers support one offer code or barcode for every claimed Offer (provided by the advertiser). This solution is perfect for advertisers who want maximum distribution of their Offer. However, sometimes businesses want to give a deeper discount to a certain customer base or they simply want to prevent the possibility of mass distribution. This is why we’re working on the capability for unique offer codes, coming soon. With unique offer codes, Facebook Offers will allow advertisers to seamlessly provide unique offer codes to each individual, preventing the Offer to be distributed to people on a larger scale.

Readers: What do you think of the changes to Facebook Offers?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.