Facebook messenger addresses business visibility
At Facebook’s annual F8 conference on Tuesday, CEO Mark Zuckerberg introduced new tools that developers can use to harness the reach of Messenger, positioning the messaging platform as a way for businesses and publishers to reach consumers they wouldn’t otherwise reach.
Messenger’s mobile distribution channel for publishers offers the following:
- Messenger has a massive and engaged audience. Messenger boasts over 900 million users, making it one of the fastest-growing apps in the US. And its users are incredibly active. On average, 60 billion messages are sent across Messenger and WhatsApp (Facebook’s other chat app) per day. That’s three times the number of messages sent daily when SMS was at its peak usage.
- Bots allow for more personalized content delivery. Unlike other platforms like Twitter or even Facebook’s Instant Articles, publishers cannot personalize the news that users receive. Instead followers receive all publisher content in their feed, whether they are interested in the subjects or not. Publisher bots on Messenger, however, use AI to send content to users in a personalized way. On top of a daily digest of the day’s top stories, subscribers to Messenger’s publisher chatbots will receive personalized content based on a user’s preferences and behavior.
- Messaging apps have already achieved success for some publishers. WeChat, Slack, LINE, Kik, and Telegram all allow brands to build bots to engage with users on the platform. The Wall Street Journal claimed that Line was its fastest-growing distribution platform. The publisher claimed to have over 2 million followers on the Japanese messaging app, Digiday reports.
Facebook Messenger, particularly in light of Zuckerberg’s announcement at F8, is proof that messaging apps have evolved beyond simple tools for communicating with family and friends. Today, they are full ecosystems that include communication, commerce, and more.
Will McKitterick, senior research analyst for BI Intelligence, Business Insider’s premium research service, has compiled a detailed report on messaging apps that takes a close look at the size of the messaging app market, how these apps are changing, and the types of opportunities for monetization that have emerged from the growing audience that uses messaging services daily.
Here are some of the key takeaways from the report:
- Mobile messaging apps are massive. The largest services have hundreds of millions of monthly active users (MAU). Falling data prices, cheaper devices, and improved features are helping propel their growth.
- Messaging apps are about more than messaging. The first stage of the chat app revolution was focused on growth. In the next phase, companies will focus on building out services and monetizing chat apps’ massive user base.
- Popular Asian messaging apps like WeChat, KakaoTalk, and LINE have taken the lead in finding innovative ways to keep users engaged. They’ve also built successful strategies for monetizing their services.
- Media companies, and marketers are still investing more time and resources into social networks like Facebook and Twitter than they are into messaging services. That will change as messaging companies build out their services and provide more avenues for connecting brands, publishers, and advertisers with users.
In full, this report:
- Gives a high-level overview of the messaging market in the US by comparing total monthly active users for the top chat apps.
- Examines the user behavior of chat app users, specifically what makes them so attractive to brands, publishers, and advertisers.
- Identifies what distinguishes chat apps in the West from their counterparts in the East.
- Discusses the potentially lucrative avenues companies are pursuing to monetize their services.
- Offers key insights and implications for marketers as they consider interacting with users through these new platforms.
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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of the future of messaging apps.