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Facebook announced the launch of new products and features for business owners. Facebook is rolling out new features that will allow businesses to better position themselves in front of relevant audiences. This includes updates that allow them to reach customers, advertise to customers, chat with customers on Facebook apps, generate leads, attract customers, and more.

This move by Facebook is following the threat to its ad targeting business as a result of Apple’s new privacy features, which now allow mobile users to opt out of their mobile activities ‘being tracked’ across their iOS apps. With this, the social networking giant has repeatedly argued that Apple’s changes would impact small businesses that relied on Facebook ads to reach their customers.

As the ability to track consumers declines — very few consumers are opting into tracking, studies find — Facebook is rolling out new features that will allow businesses to better position themselves in front of relevant audiences. This includes updates that will let them reach customers, advertise to customers, chat with customers across Facebook apps, generate leads, acquire customers and more.

The company launched a way for customers to discover businesses through News Feed posts by tapping on topics of interest – such as beauty, fitness, and clothing – and discovering the contents of other related businesses.

Facebook is also making it easier for businesses to chat with customers. Facebook allows businesses to add a click button to their WhatsApp chat to their Instagram profile.

Another set of changes underway includes the Facebook Business Suite update. Businesses will be able to manage emails through inbox and resend emails, use the new File Manager to create, manage and upload content. They can access a feature that allows businesses to test different versions of a post to see which one is more effective.

Facebook is also starting a test of something called a “work account,” which allows business owners to access their business products, such as a business manager, in addition to their personal Facebook account. They can manage these accounts on behalf of employees and use the single login integration.

Work Accounts will be tested with a small group of businesses by the end of the year, and Facebook says it expects to increase access by 2022.

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