Social messaging applications were once simple services for exchanging texts, photos and videos. Now, messaging applications such as WhatsApp, Facebook Messenger and WeChat have more users than some of the largest social networks like Facebook, Twitter and Instagram. In fact, according to a survey conducted by Business Insider, “The combined user base of the top four chat apps is larger than the combined user base of the top four social networks.” Pretty amazing, right? The big question is, can they be used to better connect with your audience? Read on to see!

Who’s using these applications and can they be useful for a mobile marketing strategy?

According to Venture Beat, private messaging apps are the future of marketing. The average age of a messaging app user is 18-24 years old and they send/receive more than 3,200 messages every month. Messaging apps do more than help users chat with friends. They can also help users connect with brands they love, as well as share and view content.

So, what are some innovative ways to leverage messaging app technology?

1. Use chatbots
   Chatbots are increasing in popularity and can give personalized (and quick) consumer to brand interaction, as well as streamline customer service inquiries. Check out Taco Bell’s new chatbot, cleverly named TacoBot. This instant-messaging service is fully equipped with a witty personality, exactly the type you’d expect from Taco Bell. Users can ask questions about the menu and order food by chatting with Tacobot.
2. Connect with your audience where they are
   Different platforms are better for marketing to certain age groups. For example, more than 60 percent of smartphone users between 13 and 34 use Snapchat. Provide them with content to tell your brand story as well as content not available on other digital platforms.
3. Provide real-time customer service
   In the age of social media, customers expect almost instantaneous response times from brands. Now brands are using messaging apps like Facebook Messenger to instantly respond to customer support questions without having to switch platforms.

If you have a mobile marketing strategy with multiple channels, including message apps can strengthen your social media campaign, as well as your brand’s relationship with its audience. Need help getting started? Contact us!