Messaging applications are dominating the world of digital connection. A recent report by HubSpot revealed that leading messaging apps have a collective user base of over 5 billion monthly active users, and this figure shows no signs of slowing down. Despite this, a vast majority of businesses haven’t capitalized on this potential; a report by Buffer indicated that a mere 20% of companies are effectively leveraging messaging platforms.
So how do you select the right messaging app for your business and target audience? It starts with understanding user preferences. A recent Facebook-Nielsen report surveying messaging app users found that:
- 61% appreciate personalized messages from businesses
- 63% find value in the ability to make purchases or pay bills directly through the app
- Over 50% are more likely to engage with a business they can message Given these trends, can we anticipate social media’s popularity being eclipsed by messaging apps? Current data suggests yes, particularly with recent concerns surrounding Facebook and a growing online desire for privacy.
Via Business Insider Staying relevant and engaging customers requires businesses to elevate their messaging app strategies. The following insights can help you determine the most suitable app for your needs.
Slack
Slack stands out as a prime platform for B2B companies for several reasons. Slack previously reported that 77% of Fortune 100 companies rely on their platform. This translates to approximately nine million weekly active users, mostly between the ages of 25 and 54. An iDataLabs report revealed that a significant majority of businesses in the United States favor Slack. Let’s explore how to optimize Slack for your business.
Slack Tip #1: Establish a Community for Potential Partners and Clients
Building on thriving platforms offers a significant advantage: your desired clients and partners are likely already present. Slack’s potential lies in its ability to connect you with other businesses by simply creating a community where potential clients can easily reach you. There are thousands of active Slack groups and communities, each boasting hundreds of members, with more joining the ranks every day.
Slack Tip #2: Cultivate a Community for Your Existing Partners and Clients
Wistia, a B2B company providing businesses with a user-friendly video platform, transitioned their community operations from an online forum to a dedicated Slack channel two years ago. Wistia’s primary motivation behind this switch, as According to Chris Savage, was community growth:
“The new Wistia Community is already buzzing with activity, and we’re witnessing significantly more conversations and stronger connections between members. We believe this can be attributed, in part, to the fact that many of us are already active on Slack, making it incredibly convenient to join the community and ask questions.” Key takeaways:
- Both customers and businesses value real-time, dynamic communication
- Stay organized and connected through diverse channels tailored to different aspects of your business
Facebook Messenger
A report by TechCrunch indicated that Facebook Messenger sees monthly activity from 1.2 billion users. Its user-friendly interface, visually appealing design, and widespread familiarity make it a dominant force in the messaging app landscape.
For B2C companies, Messenger presents an unparalleled opportunity to connect with a global customer base. But what’s the optimal way to engage customers on Messenger? The answer might lie in automation – chatbots. Neil Patel boldly claimed that Facebook Messenger chatbots could propel campaigns to achieve 88% open rates. He attributes this to the fact that customers haven’t developed the same “email fatigue” or “banner blindness” that makes us resistant to other marketing channels. Instead, we’re receptive to using bots to fulfill our needs. Why? Because bots are designed to deliver “precisely what users seek, nothing more or less.” Studies HubSpot reported that 47% of shoppers are open to purchasing from bots, and this number is poised to rise as bots become increasingly sophisticated. Here are three ways to leverage Messenger chatbots for audience outreach:
1) Content Delivery
Prominent online marketer Josh Fetcher discovered an effective way to utilize his Messenger chatbot. In addition to sending weekly email newsletters to subscribers, Josh used the chatbot to deliver the same content through Messenger.
Via Sendible While specific open rates remain undisclosed, it’s safe to assume they significantly surpass those of his email newsletter.
2) Enhancing Event Engagement
Chatbot applications extend beyond basic, reactive functions. They can also be used to elevate participant or customer engagement during company-hosted events. For instance, leading up to the release of the latest Call of Duty video game, Activision, the parent company, developed a bot that embodied the persona of a beloved character, Lt. Reyes.
Via CMO This bot proved highly successful, facilitating over 6 million messages exchanged between the company and enthusiastic customers.
With 1.5 billion monthly users and 60 billion messages sent daily, WhatsApp unlocks access to a massive market. Unlike Facebook Messenger, WhatsApp boasts a distinct target audience, being more prevalent in developing countries, thus presenting access to a market untapped by Messenger.
WhatsApp Tip #1: Personalized One-on-One Messaging
As WhatsApp doesn’t support chatbots like Messenger, businesses must employ more proactive engagement methods. Agent Provocateur, a luxury lingerie brand, exemplified this with the launch of the Ménage à Trois campaign. Through this initiative, WhatsApp users could message Agent Provocateur’s dedicated WhatsApp number and connect with an AP Agent who assisted them in curating the perfect “risqué” Christmas wish list for themselves and their partners.
WhatsApp Tip #2: Leveraging the Status Feature
A significant Hundreds of millions of users update their WhatsApp statuses daily. These statuses can be text-based, images, or videos, disappearing automatically after 24 hours. Cafe TC, a popular Indian restaurant, demonstrated an innovative use of this feature. Their “liquor ticker” showcased the cafe’s latest updates and promotions through their status and profile picture. However, instead of a static status, they employed a blinking sticker, and their profile picture featured an animated GIF.
They achieved this by creating a custom API that transformed images into GIFs and statuses into stickers – a brilliant way to capture customer attention while they browse WhatsApp.
Kik
Kik is a relatively new entrant in the messaging app arena, resulting in a younger user base compared to other platforms. According to an update from Kik, Kik’s user demographic primarily falls between the ages of 13 and 24. However, this doesn’t equate to a small user base; a substantial about a third of US teenagers actively use the app. Consequently, if your brand targets the younger generation in the US, Kik is your ideal platform. But how can you effectively leverage it? The Indianapolis Colts successfully utilized Kik to reach their youngest fans. Kik offers Promoted Chats to advertisers and allows businesses to purchase branded GIFs that are disseminated to users. Leveraging the Promoted Chat feature, the NFL team created an interactive chat game that that would “guides followers through seven levels of a choose-your-own-adventure story centered around ascending the football ranks from high school to the pros.”
By crafting an engaging chatbot that provided a step-by-step journey alongside the Colts, they successfully transformed thousands of casual young fans into potentially lifelong supporters.
Snapchat
Snapchat reigns supreme when it comes to targeting millennials. With over 158 million daily users active users, nearly 75% of whom are under 25, Snapchat offers a predominantly millennial audience for your advertising efforts.
Snapchat Tip #1: Influencer Collaborations
DJ Khaled, the self-proclaimed “King of Snapchat,” exemplifies an influencer who excels on the platform. Khaled consistently attracts influencer partnership requests from brands seeking to establish a presence on Snapchat. One such brand is partnered with Khaled was Stride Gum, which launched a series of Snapchat-optimized images that Khaled shared with his followers.
Via HubSpot Khaled took over their Snapchat for a 24-hour period while they released a series of videos aimed at revamping their image to appeal to a younger, more energetic demographic. Identifying the right influencer whose audience aligns with your target market can yield exceptional engagement and activity.
Snapchat Tip #2: Utilizing the Full Spectrum of Snapchat’s Offerings
When advertising on Snapchat, maximizing the platform’s features is key. Here’s what they offer:
- Snap ads: Brief, 10-second video clips that appear in your followers’ Discover panel
- Sponsored Lenses: Image modifiers that enable users to alter their appearance with your brand’s content
- Sponsored Geofilters: Location-based promotions that users can discover in specific areas Cisco’s “Day in the Life of an Account Manager” series is a prime example of a “conventional” business turned itself fun brought to life on Snapchat. Cisco created custom lenses and showcased short, engaging videos of their account manager navigating a typical workday.
The takeaway? You don’t have to be a youthful brand to resonate with younger audiences on these platforms. Thinking outside the box and finding innovative ways to showcase your brand identity is key.
SMS
Despite being a generation or two older than most messaging apps, Text messaging can still deliver impactful marketing campaigns when executed strategically. There are several ways in which SMS marketing can outperform messaging app campaigns. The beauty of text messages lies in their speed and lack of internet dependency, offering unique advantages over messaging apps. Consider an SMS marketing campaign for scenarios like these:
1) Time-Sensitive Campaigns
People gravitate toward relevance; nothing beats knowing that something exciting is happening right now. Impermanence holds a certain allure (hence the effectiveness of “limited-time” offers), and texting excels at creating that sense of urgency. For instance, one Australian football club, an Australian rules football team known as the Essendon Bombers, sent text messages to all their fans on game day, promoting a flash sale on merchandise inside the stadium.
2) Keeping Customers Informed
Text messaging is arguably the most reliable way to ensure your message reaches your customers. If missed appointments or meetings are a recurring issue, sending text reminders and updates can drastically reduce no-show rates. This strategy proves particularly beneficial for various appointment-based businesses like salons and private healthcare practices.
3) Conducting Surveys
Texting provides an effective medium for encouraging customer participation in surveys. The inherent nature of the SMS format seems to elicit higher response rates compared to other platforms. In fact, the average reach for SMS surveys falls between 15-20%, with some companies like one company achieving an impressive 60% response rate.
Key Takeaway: Embrace Experimentation
If the case studies and statistics highlighted above teach us anything, it’s the importance of experimentation. The world of messaging app marketing is still in its infancy, meaning there’s no one-size-fits-all approach. Don’t hesitate to explore different avenues, from sending text message surveys to your customers to engaging them with chatbot games on Facebook or developing custom Snapchat lenses. The key is to experiment until you discover what resonates with your target audience and then maximize its potential.