With more and more private messaging apps becoming available, consumers are loosening their ties to websites. In fact, according to We Are Social’s Digital, Social and Mobile in 2015 report, four of the world’s six largest global social platforms are messaging apps. Facebook still leads with 1.36 billion monthly active users, but QQ comes in at 829 million, WhatsApp at 700 million, Facebook Messenger -500 million and WeChat at 468 million, ranking ahead of any other social network.
Why the sudden shift?
They are private and personal
There are a few reasons for this significant shift and privacy is a big one. Social messaging apps are regarded as private forms of communication. And unlike public social platforms like Facebook, Twitter and YouTube, messaging apps are not focused on exposure and influence – the focus is more on one-to-one interaction, rather than one-to-many. Users can also personalise these apps, which makes it a more unique experience. And it is this more intimate and personal experience that users enjoy.
They are multi-functional
Another reason for the shift is the multi-faceted nature of the apps. Private messaging apps act as multi-functional alternatives to traditional SMS text messaging, and include a myriad of features that vary by app. Users, can share photos, videos and other media files with their contacts, and some apps even offer games users can play and animated stickers to share with their friends. On China based messaging app, Wechat, users can do things like pay phone bills, order a taxi, buy flight tickets, manage finances or purchase products directly on the platform.
They are convenient and easy to use
Furthermore, there are increasingly less reasons for people to go online. When a person can access and do almost anything from one place, why would they do it any other way? Private messaging apps are a convenient and easy way to connect and get things done in the simplest way possible. So it’s a wise decision for marketers to start thinking smaller and targeting consumers where they spend most of their time.
Who else is doing it?
Snapchat
Celebrities
All kinds of celebrities, including Pop stars, are using private messaging apps to send announcements; offer sneak peeks of upcoming content; and spark conversation with fans. Madonna recently launched her latest music video through Snapchat’s new Discovery feature, which surprised everybody and attracted a frenzy of media attention.
HBO
Last November, the popular HBO show, Girls uploaded a sneak preview of an upcoming episode on Snapchat. Only fans that added the show as a contact could see it, which is a good example of how brands can use private messaging apps as a loyalty rewards tool.
Toyota
It is possible to determine which apps are most popular in any given country. In Spain it’s Whatsapp, and Toyota took advantage of this by launching a flirting competition close to Valentine’s day. Whatsapp users where then invited to send a private message to Toyota with their best cheesy chat-up lines, pictures and videos. Toyota was successful in receiving 1,100 messages in the first five days, due to the way they played up to how Whatsapp is generally used.
The future of mobile marketing
Although it may not be for every brand, private messaging provides incredible opportunities for most. Not only does it allow you to reach a wider audience and grant you the ability to segment it, it also allows you to build intimacy with consumers and personalise your marketing and customer experience.These days it’s even harder to reach out to consumers. Interruption-based ads merely appear as background noise to regular users. So, with the arrival of even more niche private messaging apps comes a break that brands should grab with both hands.
Private messaging could definitely become the most efficient way to reach and engage with consumers and is quite certainly the future of mobile marketing.
from Darlene Milligan http://ift.tt/1GAijU2 via transformational marketing
from Tumblr http://ift.tt/1Jx9YRH
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