Penulis The use of messaging apps is growing worldwide along with the sophistication of artificial intelligence and ‘chat bots’, but can brands earn the right to share this private space and how will consumers choose to respond?
Used by billions of people worldwide every day, messaging apps such as WhatsApp, Facebook Messenger, WeChat and Line have been cemented as an every day part of life. However, as consumers opt for the privacy and speed of chat apps, brands are still playing catch-up in their attempts to devise more sophisticated methods to connect with consumers.
More than 77% of content shared via mobile takes place on messaging apps, according to research by RadiumOne, but consumers need a compelling reason to interact with brands in an environment they do not consider to be public. This channel is sometimes referred to as ‘dark social’, as people share content out of general view.
An element of exclusivity can help create a messaging group consumers actively want to join. Adidas took this approach with the global launch of Tango Squads in July – communities of socially savvy 16- to 19-year-old football obsessives operating on Facebook Messenger, WhatsApp and Line.
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