Will Facebook’s ‘buy’ button lead to more immediate marketing results?

The social media giant unveiled the new test feature, ‘limited to a few small and medium sized businesses,’ in a Thursday blog post.

In a report released this week, Facebook researchers found that people engage with advertisements on the site more frequently when they tell a story or are otherwise “sequenced.”

Facebook may be trying to speed up the process, it seems. On Thursday, the social media company announced in a blog post that it’s testing a “buy” button on ads and brand page posts.

“With this feature, people on desktop or mobile can click the “Buy” call-to-action button on ads and Page posts to purchase a product directly from a business, without leaving Facebook,” the blog post states.

At first blush, it’s unclear whether the “buy” button could be a magic ROI solution for social media marketers. Facebook is being cautious.

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