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.

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.

Facebook’s post goes on to note that, for the moment, the button is only available to “a few small to medium-sized businesses in the U.S.” Likewise, the post states that Facebook won’t share buyers’ credit or debit card information with other advertisers, stressing that the payment process is “safe and secure.”

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