Communication applications are transforming into e-commerce and marketing platforms. Brand owners' demands for instant messaging applications are not just as simple as advertising, but they want to integrate content and scenes in a relevant way. Brand owners must keep in mind 5 things that will help them work better with instant messaging applications.
In recent years, instant messaging applications have been popular. Snapchat, Line, Kik, WeChat, WhatsApp stand out among many applications, and have gathered hundreds of millions of users. From the current trend, the market for instant messaging applications is still expanding, and the appeal of this big cake also makes it Many people coveted.
Faced with such an attractive market, marketers are naturally not far behind. Many brands are scrambling to reach out to the instant messaging application. Many of them have successfully entered Snapchat, and the famous mayonnaise brand Hellman's has also started to use WhatsApp for marketing. For example, WeChat is also changing its role from an instant messaging tool to a marketing platform. It also integrates functions such as online living services and online payment, which makes it easier to cooperate with major brands.
In response to this trend, Thomas Husson, chief marketing and strategy analyst at market research firm Forrester, said that communications applications are turning into e-commerce and marketing platforms. Brand owners ’demands for instant messaging applications are not just as simple as advertising. It is hoped that the fusion of content and scene will be presented in a relevant way.
Now that instant messaging applications are so important to brands, there are five things that brand owners must keep in mind, which will help them better collaborate with those instant messaging applications in the future.
1.The field is still growing
The above figure shows the user growth of major instant messaging applications from April 2014 to April 2015. From this data from comScore, we can clearly see that Messenger (owned by Facebook), GroupMe and Line have shown a surge in the number of users to varying degrees. Among them, Messenger is the most obvious. Thanks to Facebook's huge user base, the number of users of the Messenger app rose by 138% in one year. With the exception of Kik and Skype, the user base of other major instant messaging tools is increasing. From the megatrends, we can be sure that the market potential of instant messaging applications is still huge, and more users will use these applications in the future.
2. People spend a lot of time on these applications
In addition to the United States, people spend huge amounts of time on these instant messaging apps. According to a Forrester report last July, Britons spend more time on WhatsApp (18 minutes) per day than on Facebook (14 minutes) on average. Although most of the time is spent chatting with their friends and relatives, users use these applications for more than just communication. This trend has given brand owners an important message. If you want to gain deeper consumer insights, it is time to turn your attention to these instant messaging applications!
3. Instant messaging app is a great way to learn about young people
What percentage of young users in their 20s account for the total users of these instant messaging applications? The answer is most of it! According to data from comScore, a well-known Internet analysis company, nearly 75% of Snapchat's users are millennials (people born between 1985-1995) and they are the main users of these applications. How did this trend develop? Compared with older users, young people not only exchange messages on mobile phone apps, but also are keen to share videos and upload photos. Compared to social media platforms, they prefer the privacy of instant messaging applications. Taking into account the age factor, these young people will also become the main force of consumption in the near future. So for brand owners, if they want to understand the main consumer groups in the future, it is better to use the platform of instant messaging applications.
4. IM users don't hate brands
According to a survey by Shang Yang Media (MEC), 79% of the respondents indicated that they are willing to understand the many brand categories in communication applications. This has given the brand owners a huge business opportunity to test communications applications as a new frontier for marketing. And according to survey data, these users don't particularly mind interacting with movies and TV shows, online retailers (such as Amazon, Zappos), and casual restaurants (such as Panera, Chipotle) on messaging apps.
In fact, communication applications have the potential to surpass traditional social networks and become a powerful tool for community building. Messaging applications also allow brands to integrate brand information into conversations in a way that doesn't bother the audience (eg emoji marketing). Nearly half (46%) of millennials have expressed a willingness to participate in their favorite brand activities on messaging apps, and only 39% of those between the ages of 35-46 said they would.
5. Consumers want value from brands through instant messaging apps
Do not think that instant messaging applications are just a communication tool for people to replace text messages. Instant messaging applications are now successfully transformed into communication channels between brands and consumers. No matter what age group of consumers, they hope to get more value from brand owners through their mobile terminals.
Of course, the measure of value is different for consumers of different ages. For young consumers, the value that brand owners can bring to them is more interactive experience. These young consumers prefer to read the content provided by some brand owners and get some inspiration from them. Older consumers are simple and clear. They want brands to help them save time and money, so they prefer brands that offer discounts.
PS Of course not all brands are suitable for this field
The reason why instant messaging applications are willing to introduce cooperation with some brands is because they want to make money while not affecting their users ’user experience. Just look at WeChat ’s friends circle ads. It's not that any brand can spend money on such a platform for marketing. Brands should also take a closer look at whether their brand image meets the needs of users of these new era applications, otherwise it will only cause the same situation Not convinced.