The rapid rise of social messaging apps (chat apps) over the past few years is often attributed to its appeal to its youthful appeal. Rather than consolidating all of their community dialogues on one network like Facebook, today’s audiences seek a more decentralized and private social network.
The growth of chat apps like WhatsApp (Links to an external site.), Facebook Messenger (Links to an external site.), China’s WeChat (Links to an external site.) , QQ Messenger (Links to an external site.), Telegram (Links to an external site.), Viber (Links to an external site.), Line (Links to an external site.), and Snapchat (Links to an external site.) to mobile IM to a new level. Its growth surpassed that of social networks and users benefited from:
Evidence of the growing popularity of social messaging apps can be seen in the numbers. Just consider the following:
In part because of its growing popularity among Millennials and Gen Z, brands find these apps especially appealing because of their one-to-one direct messaging. Using push notifications, these apps essentially allow the build of proprietary audiences much like that of an email list. But the key to introducing marketing messages is to join rather than disrupt conversations. And to do this in a “no ads allowed” setting like that of WhatsApp becomes very challenging. Some progress has been made in brand involvement, however, with non-US apps. China’s WeChat and Japan’s LINE allow brands to promote their offerings through games, digital stickers and even online shopping.
From the blog posts parked in Pinterest.@ http://bit.ly/1yQE0vS, discuss why many are claiming that chat apps will completely transform social media or even replace social networking over time. Include the following in your arguments.
Demonstrates an understanding of social messaging apps
Distinguishes advantages of social messaging apps from social networks
Shows understanding of brand opportunities to exploit chat apps
Points out practicalities of branding messages on social messaging apps
Demonstrates knowledge of Facebook’s intent to use WhatsApp
Demonstrates knowledge of social networking paths for chat apps
Provides solid argument for brands exploiting conversation aspect of social messaging apps
Overall rationale is well understood
Overall rationale is comprehensive
Overall rationale is persuasive
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