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Everything you Need To Know About Messaging Apps from Eat Sleep Social


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Messenger apps are a hot topic at the minute, big numbers against both users and usage, we're now seeing other platforms layering messaging into their offering. Hopefully this is a quick and easy guide to those potentially lesser known names you might being seeing buzz around.

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Published in: Marketing, Technology
  • Good stuff Mark. Thanks for sharing!
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  • @Virux that is the challenge currently, but there is the marketers need to be where their customers are. The opportunity might not be on mass communication, there could be a level of relevance that makes one to one worthwhile - customer service questions? Maybe a little too high maintenance.

    The bigger opportunity is what's evolving and not there yet - but coming soon. The change from single purpose messenger app to a platform, as highlighted, Kik already allows HTML 5 experiences via their cards - a brand can create one and direct people to it the same way One Direction has. Stickers are also popping up on lots of apps - can a brand get a fun sticker pack out there which people would want to use.

    Will be exciting to see what case studies come along.
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  • Good presentation but still hard to see how to take advantage of them as a brand to communicate as they are no real marketing tools coming with those apps and it's more related to a one-to-one communication than a massive communication.
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Everything you Need To Know About Messaging Apps from Eat Sleep Social

  1. Everything You Need To Know About… Messenger Apps BROUGHT TO YOU BY
  2. Messaging isn’t a new behaviour…
  3. Messenger apps are huge Daily image sharing Whatsapp = 400 million Facebook = 350 million Instagram = 50 million ! Active monthly users Whatsapp = 350 million WeChat = 235 million Viber = 150 million
  4. What are they? Specialist apps which allow one-to-one or group messaging between friends, either via phone book contacts, users names or social connection. ! A majority of them are free to download and they offer unlimited messaging and calls for no extra costs. ! They are now a more popular choice for messaging than Facebook for teens.
  5. Why they’re getting popular 1. PARENTS Yep, the age old embarrasing parents issue. They started showing up on Facebook along with a few other family members. Kind of changes the tone of things...
  6. Why they’re getting popular 2. TOO MUCH NOISE Farmville invites, app install ads, promoted posts, like ads etc etc. And they’re on top on the baby pictures and other cliches that the platform has become known for.
  7. Why they’re getting popular 3. TOO MANY ADVERTS Straying from the actual purpose and catering very much to the brands, Facebook has become ad heavy and teens are more savvy towards that and happy to go elsewhere and escape the barrage of highly targetted messages.
  8. Why they’re getting popular 4. FAKE FRIENDS Users are more savvy towards what ‘social media’ is now. Chances are, in the early days users of all ages ended up becoming Facebook friends with a majority of people they met. Again, resulting in newsfeed clutter and the odd habit of looking into strangers mundane lives.
  9. Why they’re getting popular 5. TIRED OF KEEPING UP APPEARANCES Messenger apps offer a more private connection, as instantaneous as previous social networks but they remove the high maintenance outward profile.
  10. There’s no one single platform THERE ARE SEVERAL BIG PLAYERS
  11. Whatsapp Started in 2009 by two ex-Yahoo staff, this smartphone messaging system handles more than 10 billion messages a day and is reckoned to have more than 250m users worldwide. One of the most popular paid-for apps on any platform, and a threat to telecoms companies which charge for texts. ! WhatsApp went from a free app to paid for - a yearly unlimited use subscription for 69p ! iPhone on iOS 4.3 and above - Android phones 2.1 and above - Blackberry OS 4.6 and above - Windows Phone 7.5 and above - No desktop support FEATURES: ‣ Send free text messages embedded images, photos, video, audio, and location ‣ Reports sent messages ( server ) ‣ Group Chat ‣ BBM Broadcast Message style ‣ Sync phone contacts to find friends / new users ‣ Stay connected no feature logout 350 million active users each month ! 400 million 
 images shared daily
  12. WeChat The Chinese social media app, which handles voice messages, snapshots and emoticons, has more than 200m subscribers. The vast majority of users are in China, though it also has subscribers in the US and UK. It is being tipped as the first Chinese social media application with the potential to go global. ! iOS | Android | Windows Phone | BlackBerry | Nokia | Web WeChat FEATURES: ‣ Send free text messages embedded images, photos, video, audio, and location. ‣ Features Live Chat and Group Chat. ‣ Chat with nearby users via neraby. ‣ Features Real Walkie Talkie up to 40 users. ‣ Notifications real time of new messages. ! ‣ Sync Gmail contacts to the phone and looking for a friend / new users. ‣ Stickers feature free and paid. ‣ Features offiline Message when not connected to the internet. ‣ Features Video Call. ‣ Supports in many plaftorm phone and can be accessed on a PC. 235 million active users each month ! 400 million 
 registered users
  13. Viber Viber is very similar to WhatsApp as it uses mobile contact numbers to identify users. You get an access code sent to your mobile number via text message. It’ll then access your address book to see if any of your contacts are connected to Viber; you can then instantly connect with them. Unlike WhatsApp, Viber allows you to call users, provided your smartphone is connected to the Internet. ! iOS | Android | Windows Phone | BlackBerry | Nokia | Bada | Windows |Mac ! Viber also works on Bada and has recently been made available for desktops (Mac OS 10.7 and above, Windows) via Viber Desktop. This means that you can make a call to friend who has Viber on their computer. FEATURES: ‣ Free ‣ Voip calling ‣ Group chat 200 million active users each month ‣ Location sharing ‣ Picture sharing ‣ Message popups (Android only) !
  14. Kik You register on Kik with your email address, then choose a unique username to allow other users to find you. The app is very simple and does a good job in sending messages to individuals or group. There are no calling capabilities but you have the overall basic messaging functionality supported on a wide variety of mobile systems, for free. ! iOS | Android | Windows Phone | BlackBerry | Nokia ! Kik Cards, features built in HTML5 that let users search for and send YouTube videos, find and share images, Reddit pics and GIFs, and create sketches and memes - without leaving Kik and without downloading anything new! FEATURES: ‣ Emoticons speak more than words, quickly send emoticons in a conversation by tapping the + key ‣ Easily block unwanted & annoying Kik contacts. ‣ Miss a friend? Invite a friend your contacts, email, or someone from your social networks ‣ Being multi platform messenger they wont have problem connecting to your in Kik 50 million active users each month ! 25 million 
 card downloads
  15. KIK Cards They're optional features that let you do even more with Kik. You can use Kik Cards to search for and send YouTube videos, find and share images, and create sketches. And you can do all of this without leaving Kik - and without downloading anything new. ! See the 1D card in action here See more about building Kik cards - lovely simple tutorials
  16. Kik LINE registers your phone number into its database where you can then connect with your phone contacts who are LINE users. An advantage of LINE is that it allows you to reply to messages by installing a PC or MacOS program, provided you register your number with an email account. Besides text messaging, you can call other LINE contacts through the app with an Internet connection. ! iOS | Android | Windows Phone | BlackBerry FEATURES: ! ‣ Line Messenger provides free services (Only use internet data) ‣ Messenger Group could reach 100 members ‣ Add friend via QR code made free through Line Messenger. ‣ In Line Messenger uses Stickers, similar to emoticons but with more expression ! ‣ Line Messenger provides features Block / Black List ID, and also password security features to stop other people opening and viewing the contents of the conversation. ! ! 300 million active users each month ! $10 million 
 in sticker revenue
  17. Line Stickers One feature of Line is the Sticker Shop where users are able to purchase virtual stickers depicting original and well-known characters. The stickers are used during chat sessions between users and act as large sized emoji. Users can purchase stickers as gifts, but many stickers are available as free downloads, depending on country availability. Purchased stickers are attached to an account and can be used on other platforms. New sticker sets are released weekly. Line's message stickers feature original characters as well as a number of popular manga, anime and gaming characters, movie tie-ins, and characters from Disney properties such as Pixar. Some sticker sets, such as those that celebrate special events like the 2012 Summer Olympics, are released for only a limited time.
  18. What does that mean for Marketers?
  19. 5 things Marketers need to know... 1. Currently no solid brand presence or paid for opportunities, but as always that will come and there’s room to experiment with what is there - stickers or cards. 2. The audience is young and highly active, it’s not just a platform but a behaviour. 3. Usage on these apps is more personal than other social platforms 4. Messaging makes you think words but image sharing is a huge part of all of these apps. 5. If you wait to be told how to use these apps, it’ll probably be too late...
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