In the year 2016 Business Insider released a graph which essentially compared the top four social media sites i.e. Facebook, Twitter, LinkedIn and Instagram to the top four messaging apps of that time (WeChat, WhatsApp, Viber, and Facebook Messenger), and the results were staggering, to say the least.
As one can clearly see from the graph that the active users on the messaging apps is considerably higher than that of the social media platforms, and is constantly on the rise from the past quarters. And the results have left quite a ripple effects on the brands looking to expand their ever-growing reachability to its existing as well as potential customers.
Users across the globe are logging into the messaging apps not to chat but importantly for brands – to connect with them, browse their merchandise, request their services and watch content. What the messaging apps were once a simple platform to send messages, pictures, videos and GIFs is now transformed into an expansive ecosystem with their own developers, apps, and API’s. In the fragmented mediascape of today, where brands are competing for consumer’s attention along with media companies, celebrities, and businesses of all sizes, the opportunity to reach a large and mobile audience is one that is imminently attractive. So there is only one thing left to say – welcome to the dawn of Content Marketing in the era of messaging apps.
How Brands Work With Messaging Apps
Social media networking has become a potential marketing platform nowadays, especially with apps such as Line, Kik, Viber and others which offers a wide range of possibilities for a brand. Moreover, the marketing potential that the messaging apps offer these days provide such compelling way of interacting with the desirable audience on an enormous scale that a brand is required to understand and embrace these new platforms to get into the long run with some leading brands which are already set up.
What’s next for Marketing on Messaging Apps?
With the benefits to access the reach of the brand among vast young mobile audience globally, messaging apps also present hurdles as it becomes necessary for a brand to be cautious when making their platform of choice while keeping a customized experience for each one, which demands greater efforts, resources and experimentation. On one hand, it offers an additional benefit of providing an easy to measure direct sale from an app, on the other hand, other benefits such as brand awareness, social sharing impact and long-term value of content marketing are difficult to gauge.
The popularity of messaging app has been inclining every day which is both beneficial and problematic for brands. Messaging apps are very potent to enable a direct connection with customers through a new form of interaction. The benefits a brand can derive from their efforts might yet to be known but surely customer will be benefited to have a direct communication with their favourite brands.