Social Messaging is Growing
By Michaela Bull
Social messaging has been a popular form of communication for many years now but the increasing popularity is catching brand attention as an opportunity to engage a wider consumer. Social networks such as Facebook and Linked In are being surpassed in overall engagement by social messaging platforms. The consumer of today wants a one on one connection and a direct messaging app offers the opportunity to do that.
The increase in social messaging apps has a great deal to do with the shift of the mobile world. Mobile platforms and apps are the normal of today and as mobile smart devices become cheaper and data rates decrease, the accessibility of them become easier and more user friendly for the consumer. The apps themselves on these devises are improving as helpful features immerge and excel. The Chat app revolution is focused on growth and creating the highest rates possible of monthly active users (MAU).
The next step in this revolution of messaging apps is the process of increasing engagement and encouraging monetization. Apps such as WeChat and WhatsApp are excellent examples of successful engaging messaging apps. WeChat recently reported having 846 million monthly active users. This level of engagement is critical in proving the importance in this direction.
Monetizing messaging apps is the next big step. Brands have a great success rate with millennials when it comes to brand engagement on these messaging platforms. An average of sixty- two percent of millennials are more loyal to brands that engage with them through messaging channels. Millennial consumers appreciate personal connections, transparency, and customization. While using social messaging, millennial consumers are more likely to feel listened to and appreciated by the brand and more likely to return the same level of engagement back. Utilizing these platforms in order to reach this wide audience in a genuine way is the next step for brands to succeed and avoid becoming obsolete.
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