Social Media Messaging Apps appear to be a meek and mild application, but once you tap into their powers, they transform into the strong and mighty. Before you turn in your capes and discount this medium, listen up! Brands, big and small, are employing the power of messaging apps to reach its intended audience. This strategy has proven to be a critical resource, especially within the e-commerce realm that, with the slightest touch of a button, can almost telepathically relay key messaging to 100 percent of its audience within a few minutes, often resulting in higher conversion rates.
Why should brands venture into the somewhat unfamiliar abyss of messaging apps? That answer lies in the stats that suggest this approach can actually work in converting messages into sales. According to Pew Research Center:
- Consumers between the ages of 17-31 spend more than three hours a day on their cell phones
- 63 percent of consumers between the ages of 18-34 are active mobile users
- 79 percent of all mobile users engage with brands via their devices
Aside from being ultra cool and innovative, messaging apps provide bold and fearless brands the tremendous opportunity of touching its core audience without being too salesy. Brands can seamlessly integrate key messages without in-app disruptions. It can also provide valuable content, encourage conversation and promote deals significant to its bottom line.
For brands wanting more personal online engagement that no foe can defeat, we’ve uncovered four premier messaging apps that allow these brands to connect with users in an organic way, no matter where they are:
- Facebook Messenger – With more than 900 million active users worldwide, this messenger reaches more than 44 percent of users between the ages of 18-34. As a result of the success of this app, the company is now having conversations about adding ads for higher conversion. Hyatt Hotels Corporation is a noted pioneer when it comes to using FB Messenger for customer service. It allows for real-time communication with its users, and will eventually evolve to allow its customers to book and share information securely.
- WhatsApp – 900 million individuals use this app monthly, with India, Brazil, Mexico and South Africa having the most active users. C&J Clark America, Inc. (“Clarks”) is known to target a more mature demographic and is using the app to pursue millennials. Its use of interactive chats and interactive documentary offer truly relatable content that’s attractive to its social media savvy sweet spot.
- WeChat – The amount of usage for this app is astounding! More than 650 million individuals use this app monthly worldwide, with China drawing more than 570 million individual users per day! The greatest asset of this app is that it allows ads, and is quite adaptable for brands wanting to discover new and clever ways of touting its benefits. Coca-Cola encouraged the “WeChat Lifestyle” by engaging users in Hong Kong to “take a break” from work via a follow of its account that’s replete with games and product offers.
- YikYak – The advantage of this app is that it allows the brand to control the conversation, and is location based, which allows its users to connect within their own community. The discussion threads are often pretty humorous, with pure and unrefined chatter. Chipotle garnered quite a few chuckles when the question was posed: “Want to break up with my ex, where should I do it?” The answer? “Chipotle, after you break up, she can sleep on a full stomach.” Ha!
The mighty heroes of the messenger app world have been revealed, and they are here to elevate brands to galactic status. Want to reach who you want? Want to reach 100 percent of the audience? Want to be read within a few minutes? Want a higher conversion rate? Tap on a messenger app to answer the call. After all, it’s truth, justice and the American way of apps!