Social media has become a major marketing tool over the last decade. However, one strange phenomenon has been noticed that there seems to be more efforts being put on social networks than social networking (Rohampton, 2017). This issue has been brought up due to the millennials’ preferred communication form on over-the-top (OTT) messaging apps.
Thanks to the $200 billion in annual buying power and tremendous peer influence, the Millennials are considered as the ultimate consumers in today’s market (Bragg, 2017). Studies show that social messaging apps (Whatsapp, Wechat, Snapchat, Viber, Facebook Messenger, etc.) in general have more active users than social networks (Facebook, Twitter, Linkedin, Instagram) (Rohampton, 2017). And the OTT messaging is millennials’ most preferred communication tool since it allows one-on-one personal touch, transparency and collaboration that are highly valued by the millennials (Bragg, 2017). There is an estimated 2 billion users of OTT apps by 2018 (Read, 2016).
Realizing this social media trend, more and more brands have jumped into the pool of social messaging marketing. Study indicates that 62% of Millennials are more loyal to brands that actively engage audience through OTT messaging (Read, 2016). Such marketing method provides audience the personal connection experience and increases the brands’ authenticity. In return, consumers may become more committed to the brands.
To engage with millennial consumers, brands have to learn how the millennials want to be engaged. It is not too late for brands to realize that social messaging marketing is leading the way.
Rohampton, J. (January 3, 2017). 5 social media trends that will dominate 2017. Retrieved from https://www.forbes.com/sites/jimmyrohampton/2017/01/03/5-social-media-trends-that-will-dominate-2017/#15433a2f6ffe
Bragg, G. (February 14, 2017). Messaging: The key to cracking millennial customers. Retrieved from http://www.webio.com/messaging-the-key-to-cracking-millennial-customers.html
Read, A. (April 12, 2016). The biggest Internet phenomenon since the app store. Retrieved from https://blog.bufferapp.com/messaging-apps