Reaching consumers with natural, relatable messaging is even more important with today’s trendy tech advances. Messaging apps are all the rage, and the proof is in the numbers. A 2015 analysis by Flurry found that messaging apps have the highest retention rates among all types of apps, with messaging app retention 1.9 times better for a 1-month period and 5.6 times better for a 12-month period.
They also discovered that the usage rate of messaging apps was 4.7 times higher than the average of all app types. With applications like Snapchat, WhatsApp, WeChat, Kik and Viber poised to grow even more, the messaging app revolution is hard for marketers to ignore.
Heavy-Hitters of Chat Apps
Based on the numbers, it’s clear that each of the most popular messaging apps has a passionate following. These apps reign supreme when it comes to registered active users:
Snapchat – Over 100 million people use Snapchat every day
WeChat – Over 1.1 billion registered WeChat accounts
WhatsApp – 1 billion registered WhatsApp accounts
Facebook Messenger – 900 million people use Facebook Messenger
Kik – 275 million registered Kik accounts
Viber – 754 million registered Viber accounts
Instead of simply replicating social content across messaging apps, original approaches are what really make a lasting impact.
The Marriage of Marketing and Messaging
One of the most important parts of this strategy for marketers is figuring out exactly who to target with app messaging. As younger generations move away from standard text messaging, they flock to apps like Kik and Snapchat for a more interactive and visual experience. When it comes to reaching audiences of all ages, Facebook Messenger provides access to over 1 billion daily active users. Facebook even introduced bots for Messenger, which allows brands to send automated customer service messages about products, orders, shipments and returns.
Messaging apps offer more than just customer service opportunities. They call for creativity with uses like quick check-ins, exclusive shopping coupons, giveaways and insider product information that encourages buying decisions while boosting brand loyalty.
Customization and Creativity
The practical application of messaging apps opens up the door to innovation and customization. As an example, in 2015 Caesars LINQ Hotel & Casino in Vegas partnered with WeChat to transform the way visitors stay at the hotel. Using WeChat, guests can adjust lighting, open curtains and change a room’s temperature.
With messaging apps increasing in popularity, it’s easier than ever to connect with customers and address their problems through the convenience of smartphones.
The numbers:
- The usage rate of messaging apps is 4.7 times higher than other app types
- Over 100 million people use Snapchat every day
- Over 60 percent of 13–34 year olds use Snapchat on their smartphones
- 570 million people use WeChat daily
- 5 billion photos are sent through Facebook Messenger monthly
- 50 percent of Kik users are teenagers
- 70 percent of WhatsApp chatters use the app daily
