The App Influence: Why Your Brand Should Have Mobile Messaging

Posted by
Yoav Barel
Head of Mobile
Tuesday, August 18, 2015 - 14:47

“Communicating via mobile messaging = a beautiful thing.”

We agree, Mary Meeker.

In case you missed it, the noted venture capitalist and former analyst informed us that mobile messaging apps make up six of the top 10 most used apps globally in her much-anticipated annual report on Internet trends.

Has your business ventured into app development? If not, you’re probably missing out on thousands of untapped, app-obsessed consumers. WeChat alone has 600 million monthly active users, and LINE has 560 million. WhatsApp has a whopping 800 million monthly active users, and Facebook Messenger taps out at 700 million.

The message is loud and clear: The mobile takeover was just the beginning. Mobile messaging apps put conversations in consumers’ pockets and create an enormous opportunity for brands as the ideal, personalized communications platform.  

Walking the Walk, Talking the Talk

It’s universally accepted that social media is an important tool for connecting with current and potential customers, but in most cases it comes in the form of one-to-many messages. Brands are blasting all consumers with the same update, and it’s time to understand the difference between broadcasting your message and creating a real connection.

According to the Wall Street Journal, “Students of communication say the growth of messaging apps is natural, because one-to-one chats more closely mirror how people interact every day.”

While we know that on a personal level, most brands are still trying to figure out how to go beyond the social megaphones to best leverage messaging as that next channel of choice for consumer conversations. Others are ahead of the game. For example...

  • Toyota Spain: Leading up to Valentine’s Day, Toyota launched a “flirting competition,” in which individuals could message their favorite pick-up lines, picture, and videos via WhatsApp. The prize for the best flirt was a brand-new Toyota Aygo.
  • HBO: Girls uploaded a sneak preview of an episode to Snapchat. The catch? Viewers had to add the show as a contact to see it.
  • Celebs: Celebrities, TV shows, and well-known publications use private messaging apps to connect with fans and make special announcements. A few you should follow include Ryan Seacrest, The Tonight Show Starring Jimmy Fallon, and Mashable.

Mobile messaging apps are the key to in-your-pocket, always-on service. And it’s in a brand’s best interest to connect with consumers through the desired channels to keep communications seamless, efficient, and happening where they already are.

Are you making the most of mobile messaging?

The beauty of mobile messaging.



Messaging's top apps globally.


Leaders in mobile messaging.



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