Is Making the Crypto Space Legally Compliant Paving the Road to Mass (Blockchain) Adoption?

The rise of blockchain has pushed cryptocurrencies to the forefront and enabled them to reach more and more people every day.

And while crypto mass adoption has been visible more than ever with currencies like Bitcoin and Ethereum, others didn’t have such an easy time taking off.

Bitcoin accumulation has created an abundance of wealth for those who own it, while Ethereum has provided business opportunities via creations like smart contracts. But there were also cryptocurrencies like Dogecoin and SpaceBit, and, most famously, Ethereum’s DAO that failed quickly after the launch because of unclearly mapped progression paths, bad publicity, security breaches, and unethical behavior.

In that sense, many people believe that the reason for these shortcomings is the absence of regulations and frameworks that prevent bad business practices and malicious behavior. The continued ability to conduct all these activities in the sector, unchecked, has resulted in the crypto market being seen as a space that lacks regulation. This begs the question: does blockchain mass adoption hinge on the creation of relevant and forward-thinking legislation?

The primary concern for which a suitable legal framework could offer a long-term solution certainly is the safety of all participants and their assets.

Even though a large part of the crypto and DeFi space’s appeal lies in the absence of a central governing institution, that also means that there is no single, relevant entity to regulate the legal aspect of crypto transactions.

It seems that for the crypto space legal standard provision may be necessary to bolster mass adoption the same way quality blockchain and identity management solutions are essential for providing a seamless access point to blockchain-based services.

Countries all across the world are only just starting to accept that Bitcoin and other cryptocurrencies aren’t going anywhere and that they need to move forward with adjusting their legal and financial systems in the same direction. China, for example, is actively working on creating a national strategy that will enable crypto mass adoption in this country, even though it is currently limiting its citizens in the scope of their crypto transactions.

The European Union is also working towards setting up a universal legal framework for all the members, while some countries that already have a growing community of crypto users have come to realize they need to create individual laws that fit best with their own specific national systems.

And for crypto mass adoption – the sooner the better.

In the UK, for instance, there is a question of regulatory clarity since all legislation regarding companies engaging in crypto activities falls under existing guidance and there is no statutory obligation for them. This guidance refers to FCA-regulated entities following already existing wide range guidance requiring these companies to submit an annual financial crime report to the FCA and an obligation to report any suspicious activity. But the scope is not comprehensive — there is ambiguity as to the precise activities referenced for making crypto space legal and much is open to interpretation. Clearly, in the UK, there is still a great need for clear compliance obligations for market participants.

On the other hand, the US seems to be making strides in the right direction by launching a new regulatory framework for payments and cryptocurrency companies. With this new initiative, regulators from 49 US states have agreed on a single set of supervisory rules that will “ensure compliance with regulations on anti-money laundering, cybersecurity, financial condition and other areas”.

Having in place globally enforceable legislation would push forward blockchain mass adoption by resolving potential multi-jurisdictional issues that may arise between users from different countries participating in transactions on the same blockchain.

Taxation, the issue for token issuance and DeFi dapps users, as well as the infringement of intellectual property rights and the steps necessary to entrench value in dapps would also need to be regulated. Special attention is already being paid to anti-money laundering efforts and identifying the origin and uses of the assets in circulation. 

For mass adoption of blockchain technology lawmakers would need to make a shift and include it in the regular operational channels while resisting the urge to limit it within the confinements of traditional financial and legal institutionalization.

If these hurdles can be overcome then it seems that we can all expect massive changes in the way all types of monetary means are created, owned, spent, and ultimately, perceived in our future. And the future has already started – all we need is commitment and time. 

This article originally appeared on aikon.com

Top 3 Ways to Earn More in DeFi and Crypto Industry

Cryptocurrency wallets can take the form of either physical hardware wallets or an online protocol, software, or a service that stores keys that give you permission to make crypto transactions. Wallets can also function to let you encrypt to or sign information as in the case of a smart contract. 

Crypto wallets are centralized or custodial wallets which means that the private keys are held by a third-party. Decentralized wallets or DeFi wallets operate differently in that the currency is stored with the user but transactions are conducted on the blockchain. But more about that later...

The history of wallets starts with Bitcoin — as do all modern-day crypto developments. Satoshi Nakamoto's BitCoin was the springboard that launched Ethereum upon which DeFi has been built almost exclusively. The limitations of the Bitcoin programming language, Script, led to developers exploring other avenues to create more extensive applications using blockchain.

With that exploration, the evolution of the general and typical crypto wallet occurred. After all, sending crypto easily is one thing, but financial systems consist of more than that and that is where Decentralized Financial services come in. They extend to lending, borrowing, funding, trading, and derivatives trading.

"Because it [Bitcoin] is a full node, the client must download the entire (currently 6 gigabytes) blockchain to operate, which can take up to a few days the first time you start the client and several minutes to an hour every time you start the client afterward if you do not keep it running constantly."

VitalikButerin's review on the Bitcoin-Qt wallet in 2012

One of the oldest projects on Ethereum, Maker,  is widely considered a pioneer in the DeFi space. Launched in 2017 during the ICO "rush", Maker spurred the development of decentralized finance by being one of the first to adopt smart contracts to pool funds from multiple users rather than directly with users. Broadening out the functionality of crypto meant that crypto wallets had to change to meet these new possibilities. 

With DeFi the relationship between the user and contract means that there are not as many interactions with the blockchain. This setup was leveraged by Compound, which, in the DeFi summer of 2020, started rewarding their users for lending to and borrowing from the pooled funds. And so, yield farming was born and DeFi began to blossom and access to these new ways to earn using crypto required wallets that were more advanced and had this access and integration.

DeFi's overall success is underpinned by and dependent upon DeFi wallets.

Wallet development has come a long way to enable integration with more DApps and Decentralised protocols. Early DeFi wallets were clunky, slow, and almost too simple. 

Typical characteristics of DeFi wallets are:

●   Decentralized

●   Non-custodial - the user has full custody of the wallet and has complete control over the private keys for the wallet.

●   Built in DeFi service offerings

●   Anonymity

DeFi wallets are a revolutionary concept considering traditional finance depends entirely on third parties like banks and brokers. Without your keys, access to your DeFi wallet is lost as there is no back-up. With a centralized wallet the third party can assist should you lose your keys but that can be a security risk. Your funds' security is wholly dependent on you, so DeFi wallets are arguably the safest options on the market.

DeFi users are not required to verify their identity via KYC and can maintain a level of anonymity and control over their identity. In the age of banking security hacks and identity theft, this is very appealing, although depending on your country of residence and their regulatory framework, it may be necessary to verify your account details depending on the services you use. This is usually to prevent tax fraud, money laundering, and terrorist activities.

The growth and expansion of DeFi through the development and availability of more DApps and protocols makes newer DeFi wallets a lot more diverse than their predecessors.

DeFi wallets have various options available. For example, one of the bestDeFi platforms is the Eidoo wallet. The wallet is built into an entire ecosystem of DeFi offerings.  Services that give the user access to a Decentralized Exchange (DEX), yield farming strategies with Steroids and liquidity mining through Uniswap, a Visa Debit Card, Instant SEPA on and off-ramps for fiat, the ability to vote in the pNetwork DAO, and even a Non-Fungible Token (NFT) Asset Manager, which highlights the latest NFT trends and collectibles. DeFi wallets are incredibly flexible and integrate across several platforms and protocols.

Mobile wallets are software not hardware, like Eidoo’s wallet, which is available on your phone, whereas hardware wallets only allow users to store their assets on an actual device. Crypto web wallets that give access to a wider scope of services and act as a gateway to decentralized blockchain apps are also considered DeFi wallets.

DeFi wallets are brilliant for general crypto asset management whether you are holding crypto or actively trading in crypto. They support multiple currencies and a wide range of crypto tokens and make life so much easier for the user by allowing access to multiple wallets within the ecosystem. The Eidoo ecosystem supports over a thousand different tokens, including all the main ERC-20 currencies, and has a user-friendly user verification protocol called EidooID. EidooID lets the user confirm their identity in the app and connect to multiple other wallets.

DeFi wallets have come a long way, but their development is the foundation upon which a truly open financial system is possible. Financial access and freedom are becoming more and more of a possibility as ecosystems like Eidoo evolve and become more user-friendly.

It will be interesting to see the future evolution of DeFi wallets.  What features and capabilities will come next?

Does the Future Lie in Tokenized Assets?

 

Tokenized assets are real-world traceable assets for which blockchain tokens have been issued as their digital representations.

By doing this, their owners not only digitize their assets but also secure high-value resources with the latest technology, thus making them easier to access and expanding more liquidity options. Assets most usually tokenized are:

●       Real-life tangible assets (artwork, real estate, luxury vehicles, precious metals);

●       Financial instruments (equities, bonds, loans, funds);

●       Intellectual property (copyrights).

Going through the asset tokenization process implies that each of these valuables are subjected to improved liquidity, bolstered risk management, lower costs of administration, and faster settlement (which we’ll explain in greater detail later). Tokenization allows them to be traded on the secondary market where they can reach wider audiences and have a greater chance of being sold and purchased.

So, how does it all work?

Let’s say you own a rare 2015 Ferrari — a very valuable, luxury supercar that you paid for dearly and now want to secure a buyer for it before it drops in value. Not the easiest task, since this transaction potentially involves hundreds of thousands of dollars. However, you don’t have to stop with only one buyer when selling tokenized assets.

It’s easier to sell one million $1 shares to different buyers, than to find a single buyer who has $1 million at their disposal exactly when you need it. To facilitate the process of selling this $1 million supercar, you might find it easier to instead sell a million shares of it by tokenizing the car.

That way, multiple people can claim simultaneous ownership over this car by purchasing a fragment of its tokenized value when they purchase these tokens.

In another example to distribute cost and profit, an issuer might, after selling all these shares, store the car away safely until a designated date when it will be auctioned off and sold for presumably more than $1 million, thus bringing profit to all shareholders.

This simple concept of joint ownership allows a person to effectively buy a high-value object and participate in tokenized asset management of that object without having to invest ludicrous amounts of money since they are just one out of its many new proprietors.

It also means that they are one of many people sharing the risks and benefits associated with the purchased asset in a transparent, inclusive, and efficient way.

Of course, asset tokenization is not limited only to individuals purchasing physical assets in a tokenized form. Asset tokenization has also opened doors to corporations and investment funds to build up investment portfolios and add liquidity to assets.

There are several benefits to participating on the tokenized assets platform:

●       Adding liquidity to illiquid resources – by purchasing assets, investors add liquidity to the resources and grow their value

●       Cheaper and faster transactions – since transactions are performed via smart contracts, they are greatly automated; this eliminates much of the paperwork and intermediaries usually involved

●       Added transparency – each token is embedded with the owner’s information, rights, and responsibilities which allows all participants to know who they are dealing with, as well as who previously owned the token

●       Greater accessibility – the reduced minimum investment amount and periods allow for more entities to purchase tokens in very small amounts and sell them fast on the secondary market.

With this in mind, the future is obvious.

With increased interest in tokenized asset offering, a new financial system is emerging. One that is more democratic, more inclusive and more efficient than anything we’ve seen so far.

While blockchain technology provides a fertile ground for new players to build a new decentralized financial system with tokens as digital representations of houses, cars, and pension funds, traditional banking systems are slowly realizing the potential asset tokenization holds.

However, one can’t help but conclude that the lack of appropriate legal frameworks are holding back the majority of big corporations as well as individual investors to tokenize their own physical assets or start purchasing serious amounts of them.

The token economy requires an adapted set of compliance regulations that would efficiently define the company-client relationship in this novel environment as well as provide a jurisdictional balance for entities entering financial agreements across regions and, ultimately, the entire world.

Moreover, when talking about the cybersecurity of asset tokenization, blockchain platforms come with their own set of inherent security advantages but also risks. The most frequently identified potential weakness of handling tokenized assets is improper wallet and key management.

Indeed, forgetting or misplacing wallet credentials — or, in fact, their theft — is the most common issue with securing the value chain run on blockchain platforms. By integrating secure common credential log-on solutions that don’t need complicated private key use like AIKON’s ORE ID and ORE Protocol into their ecosystems, companies from all kinds of industries have found a way to ensure the safety and ease of use of their platforms.

This presents a true opportunity for companies and their customers to sign into Dapps with a single click of the button, and engage freely in a variety of activities on the blockchain, like buying their part of a Ferrari or starting to build their own crypto asset reserve.

The future of finance is here, and AIKON is what makes it accessible. Join us for that first piece of your Ferrari.

This article originally appeared on aikon.com

What the Future Holds for Blockchain-Based Smart Contracts

 

Blockchain is on the fast track of replacing all sorts of mechanisms and changing the world to its very core. The more it is built on it, the more we come to realize it has a lot to offer in various spheres of life.

When it first appeared little did we know that cryptocurrency may be what replaces traditional financial instruments. By the same token, it was hard to imagine that anything could become a viable alternative for lawyers and accountants.

And then, blockchain smart contracts entered the scene.

These self-executing lines of code that efficiently and quickly establish financial and business agreements between two or more parties showed their potential shortly after they were designed. The year was 1994, and the man behind the creation was Nick Szabo, an American computer scientist who invented a virtual currency called “Bit Gold”, years before anyone had even heard of Bitcoin.

Smart contracts only started to gain popularity in business with the introduction of Ethereum, which utilizes the Solidity language for their programming and offers great speed of execution. Smart contracts using blockchain are open-source business rules that hinge on the “if/then” relationship, so in order to be executed, a pre-proposed set of conditions must be met.

Have the interested parties signed the contract? Have all user identities been authenticated? Has the 30-day limit passed? If so, then the tokens can be burned and a transaction made?

Smart contract’s open-source nature has made them traceable, transparent, and irreversible, which secures them against unplanned modifications from malicious actors on the blockchain. Instead, all “forks” must be agreed upon by all the blockchain participants in order to get implemented.

This is exactly where crypto smart contract platforms have extensive potential for evolution and mass adoption outside the financial and business world. Fields like supply chains, e-commerce, company management, voting, taxation, healthcare, real estate – they are all primed for disruption by smart contract implementation.

Having any number of parties able to collaborate on a matter without anyone getting the opportunity to manipulate the data and outcomes allows for a level of decentralization that is questionable in today’s state of democracy.

Large enterprises like Microsoft, IBM, JPMorgan, SAP, Consensys, and others have already started incorporating smart contracts in blockchain into their customer-facing offerings.

On the other hand, many have offered blockchain-based voting as the resolution of the Trump-Biden election dispute by offering a mechanism of trust, instead of voters having to rely on the two parties to correctly and honestly trace the casted votes back to each voter. 

Making procedures efficient via an added layer of transparency and unhackability not only epitomizes the original idea behind the democratic election process but also allows for companies to handle business workflows more efficiently than ever.

This is exactly what makes projects that are evolving around smart contract blockchains more accessible to the everyday person, and easy to use.

Based on the principles of transparency, trackability, and self-execution, smart contracts leave no room for misinterpretation and ambiguity. They may never replace human lawyers and accountants but they will certainly be able to lighten the load and maybe even have individuals run them from their own living rooms.

“…the way in which smart contracts can be deployed is only limited by the imagination of the developers working on it,”  someone once said.

It’s up to companies like AIKON to do their best to make the blockchain platform accessible to everyone, and by extension, ensure smooth mass adoption of all its products – including blockchain smart contract development.

This article originally appeared on aikon.com

3 Ways Healthcare Apps Are Transforming the Patient Experience

 

The healthcare system can be extremely challenging for patients to navigate, and providers haven’t always done enough to streamline the patient experience. While the internet facilitates the spread of health-related misinformation, it also makes it easier for patients to take a more active role in their treatment.

Healthcare organizations are only beginning to explore the possibilities of mobile health solutions, but healthcare apps are already changing the ways patients seek care and communicate with their providers. In this article, we’ll cover three key effects of mobile healthcare apps on the modern patient experience.

Meeting Patients Where They Are

While in-person appointments obviously still have a role to play in healthcare, mobile healthcare apps can help patients by providing information, answering questions, offering medication reminders, and performing various other tasks that keep the patient engaged in their own care. Mobile apps make these functions far more convenient for the average patient.

Rather than picking up a brochure or pamphlet during an appointment, for example, patients can now pull up the same information on their phone in just a few seconds. Making information more accessible is one of the most important benefits of mobile healthcare apps in terms of the patient experience.

Estimating Wait Times

Long waits are one of the most common causes of patient dissatisfaction, and patients may not always know which urgent care centers have availability. Mobile health apps can provide that information on a smartphone or tablet, giving patients the chance to check wait times before deciding where to go.

Improving Patient Engagement

A patient who only interacts with their doctor at the occasional appointment is far less likely to maintain their health than one who is actively involved in their care. In fact, higher levels of patient engagement are strongly associated with better health outcomes.

While mobile apps can’t replace doctors and nurses, they can help patients maintain their engagement even when they’re away from the clinic. Healthcare professionals can only accomplish so much at a given appointment—getting patients to build good habits and stick to them can have an incredible effect on long-term outcomes. Providers can also monitor patient progress and stay in contact with them to continue personalizing their health plans over time.

Mobile health apps are still struggling to increase adoption, but it’s clear that they have the potential to completely change the way patients approach their health. These are just a few of the most important effects of contemporary healthcare apps on the patient experience—with the consistent progress of healthcare software development, it’s impossible to predict what the field will look like in just five or ten years.

The Benefits and Risks of Smart Contracts

 

Smart contracts are automated contracts with self-executing business rules and financial agreements written into the code and stored on a decentralized blockchain network.

Note here that they are not legally binding like traditional legal instruments, but are simply business decisions expressed in a form understandable by software and executed by the “Rules of Law”. That means that it is agreed upon by both parties that once the conditions are met, the contract is executed no matter what.

The mere fact that they are controlled by the code adds to their groundbreaking essence as that also makes them trackable, irreversible, and non-tamperable.

Nevertheless, as with any innovation, there is the other side of the coin. With smart contracts, that is the issue of trust.

Even though blockchain technology provides by nature a trustworthy and trustless alternative to the already existing models of business and interpersonal conduct, a code-controlled contract still remains as secure as the code written into and as bulletproof as the skillset of the person who wrote it.

Even though blockchain technology provides by nature a trustworthy and trustless alternative to the already existing models of business and interpersonal conduct, a code-controlled contract still remains as secure as the code written into and as bulletproof as the skillset of the person who wrote it.

How Are Smart Contracts Used?

The financial and banking sector was the first to recognize the massive potential of smart contracts using blockchain, but other industries are jumping on the bandwagon as well.

Banks from all over the world have long since started to utilize smart contractual relationships, focusing mostly on large-volume cross-border transactions and trading credit default swaps.

Additionally, companies in healthcare, real estate, tax, and insurance, supply chain industries are rapidly switching to these contracts for executing everyday business tasks.

This, of course, in part relies on securing participant identity in the blockchain via tools like AIKON’s ORE Protocol in order to ensure contract signees’ access control, identity, and payment.

Smart Contracts’ Benefits

Many argue that the pros by far outweigh the cons, but for smart contract mass adoption to become a thing of reality, those who are meant to use them first must understand both the benefits and associated risks.

Accuracy

Since this type of contract is based on “if/then” relationships written into the code, when all conditions are met, contracts are executed. Therefore, they allow for infinitely more precision in their execution than what is allowed by traditional judicial frameworks, while at the same time they leave no room for subjective interpretation by human participants.

Speed

As a paperless business tool, smart contracts are very quickly processed. Moreover, their automated and digital nature allows for incredibly fast data input and modification. When time is equalized with money, this is a significant advantage to have over the competition, for instance.

Cost-effectiveness

Having in mind that utilizing these contracts eliminates all need to employ intermediaries that would vouch for the unviolated nature of information, using agreements of this type is less costly for companies than traditional ones. In this sense, trust is built into the mechanism of recording and executing the terms of the agreement – blockchain.

Trust

Encoded into the blockchain platform, and based on the same principles, smart contract technology inherently invokes the rule of trust. Encrypted fragmented records of legal relationships and financial transactions are shared between all blockchain participants, thus ensuring their intended undamaged condition free of malicious modification.

Security

Again, the fact that all information related to this type of contract – or anything stored in blockchain really – is broken down into encrypted sections distributed across the network is precisely what makes it safe from tampering. To change a piece of information within a smart contract, the entire chain would need to be altered and that is only done through a validation consensus.

Smart Contracts’ Risks

As said before, with such a young technology – after all, smart contracts were first introduced in the mid-nineties – there are still pending issues that hinder its mass adoption.

Reliance on the Code

Many people still vary from utilizing contracts built on blockchain to conduct their business precisely because they believe no code is perfect simply because it has to be created by a human. In that sense, it’s reasonable to think that there will always be flaws others can use to gain unauthorized access to the system and perform malicious actions.

Regulation

Since smart contracts and blockchain technology are still maturing, we are yet to see how the legal systems across the world will handle these business agreements in terms of taxation and other forms of regulation.

Nevertheless, these issues are expected to be addressed and resolved as the technology matures and is perfected over time.

In any case, these contracts are formulated in such a way that they truly represent the future of humankind, especially when having in mind the technology-based society we live in.

This article originally appeared on aikon.com

5 Pro Tips for Creating Facebook Ads

 

Facebook ads can be effective tools for marketers, provided those marketers understand how to leverage key features. Simply creating an ad and hoping it will reach interested customers isn’t going to help them grow their business or increase brand awareness.

To get the most out of working with a Facebook advertising agency or for a brand launching their own campaign, they should keep the following essential points in mind:

Using Audience Insights

The Audience Insights tool on Facebook helps to target ads appropriately.

For marketers to get a sense of what it can do, they can open up the tool in Ads Manager, click on the Create New button, and choose Everyone on Facebook in the Choose an Audience to Start prompt. For example, a B2B brand marketing to a company that sells music memorabilia would write in the Interests field, “music memorabilia”.

They’ll then be provided with a wealth of information about people who list this as one of their key interests on Facebook. Businesses can find out their gender makeup, where people with this interest live, as well as information about their lifestyle. This makes it much easier to create the ideal custom audiences for Facebook ads.

Create Custom Audiences

Now that the Facebook marketer has the kind of information that will help them tailor their ads to the right audience, they need to actually create a custom audience for their campaign.

They can start by heading to the Custom Audience Manager feature. There, they’ll click the Create Audience button, and select Custom Audience. There are several options within this category for targeting Facebook ads.

The Customer File option lets a brand target their ad to Facebook users whose email addresses or phone numbers are already in their possession. Thus, it’s useful for marketers with a mailing list.

The Website Visitors option, allows businesses to target people who have visited their website. In order to use this feature,  marketers must install a Facebook Pixel. They can also create an audience based on users who have engaged with their brand directly on Facebook.

Brands with an app can select the App Users option to target customers who have used it, but will have to adjust the code of the app to facilitate this.

Create Lookalike Audiences

The Lookalike Audience feature is very powerful, giving marketers the opportunity to create new custom audiences that mirror the demographics and interests of their existing custom audience.

A company needs to already have created a custom audience in order to use this feature. They can click on the Create Audience button from before, but this time they’ll choose Lookalike Audience.

They’ll then be prompted to select one of their existing audiences so Facebook can analyze it.  Marketers can also select different regions or countries, allowing them to reach customers from another part of the country or world who share many similarities with their existing customer base.

This feature makes it easy to expand a brand’s reach without going through the tedious work of creating an entirely new custom audience.

Use Facebook Lead Ads

If a business is trying to generate new leads with their Facebook ad campaign, the platform simplifies the process. Most lead generation campaigns require potential customers to click on an ad, which will redirect them to a landing page, which will then prompt them to fill in their information.

With the Facebook Lead Ads feature, brands can skip a step. Users won’t be redirected to a landing page; instead, they’ll be prompted to fill in their information right there on Facebook.

There are two main benefits to this approach. First, it makes the process more convenient for customers, boosting the overall likelihood that they will provide their information. Second, it promotes a sense of trust in users. They might be suspicious of a lead generation form on an unfamiliar landing page, but they won’t be suspicious of Facebook.

All a Facebook marketer has to do to use this feature is start creating an ad. When they’re prompted to select what their goals are with this ad, they can simply choose Lead Generation. The feature will guide them through the process of creating the ad.

Use Facebook Messenger Placement Ads

Facebook also gives advertisers the option to target customers via their Messenger feature. This is very useful for marketers, because it helps them answer custom questions directly and efficiently.

Customers who aren’t sure if they want to buy a product or sign up for a mailing list may want to know more about the brand before making a decision. If they can only communicate with the business via email, they’re more likely to lose interest quickly. Messenger gives brands the chance to interact with potential customers in a much more direct manner.

They can start by creating an ad. They’ll select Traffic and Conversions when prompted to choose a goal for the campaign. When asked where they want to direct Traffic to, the user will choose the Website or Messenger option.

Brands can then continue setting up their ad as they normally would. This time, however, they’ll choose Messenger as the destination. They’ll be given the option to generate the content of the message. When potential customers click on the ad, they’ll be directed to Messenger, instead of a landing page. Businesses should monitor their questions, and try to reply when they can.

Again, the difference between an effective Facebook ad campaign and an ineffective one is often simply the result of knowledge. If a brand knows how to use these features like a pro, they’re much more likely to reach the right customers.