Mobile messaging apps have specific advantages:!
Resources: connections built in through phonebook & social login!
Content creation: picture taking and photo uploads are easier!
Push notifications: gets attention without cluttering email inboxes!
You can’t block SMS!
Username vs. phone #!
Answering question - what else can I do with SMS?!
A cross-platform mobile messaging app which
allows users to exchange messages without having
to pay for SMS!
465,000,000 monthly active users!
330,000,000 daily active users!
Acquired by Facebook!
WhatsApp breaks many conventions!
Former Yahoo! employees!
Founder turned down by Facebook!
Carry old phones!
Smartphone penetration in
India is still under 10%!
Was $19 billion too much?!
Daily messaging volume more than the entire global SMS text volume!
Adding 1 million new members each day!
More than 72% are active!
Is it worth 10% of Facebook?!
$35 vs $140 per MAU!
Messaging with your Facebook contacts!
53,000,000 monthly active users!
Not as focused on real-time chat!
Doesn’t see as a WhatsApp competitor!
Messaging app popular in North America!
Kik Cards allow users to send YouTube videos, images,
finger-drawn sketches, and games!
100,000,000 total users
ONE DIRECTION’S KIK
Popular teen band One Direction used Kik to promote a
The campaign used a shareable Kik Card to link to the album, exclusive
content, and a special chat thread for fans.
Recently funded mobile app!
Messaging, voice and gaming!
$280 million in Series D funding
200 million registered users!
70 million active users!
25-45 years old
Mobile messaging, popular in Japan!
LINE also provides:!
• Mobile payments!
• Stickers in chat!
• Shake-to-add contacts!
380,000,000 global monthly active users!
10,000,000 U.S. monthly active users!
More than 50% of brand messages
are opened on LINE
Used LINE to launch its Lip Polish lipstick in Thailand!
Users added as a new contact, branded chat stickers drove awareness!
5.5 million opted into flash sale!
One sale every 20 seconds
MESSAGING AS SOMETHING MORE?
Control smart appliances through messages
WeChat is another messaging app, the most
popular in China!
355,000,000 monthly active users!
Unique features include:!
Free calls and video chat!
Voice message chat!
Xiaomi sold 150,000 smartphones in 10 minutes
Fox & Fawn!
20-40% of daily sales from Instagram
Snapchat is a photo messaging app that lets users
share photos and videos with text and drawings
with their friends!
Messages disappear within a set number of seconds!
Posts sent to a user’s page are viewable for 24 hours!
Estimated 30,000,000 monthly active users!
400 million “snaps” sent daily
MCDONALDS ON SNAPCHAT
McDonalds introduced their Bacon Clubhouse sandwich
using these Snapchat best practices:
NEW ORLEANS SAINTS ON SNAPCHAT
Telling a behind-the-scenes story!
Video shout-outs from players!
21,000 views of each snap story
Jelly is a Q&A app that allows users to ask
questions and get advice from friends
LOWES ON JELLY
Lowes keeps its participation on the platform simple!
Asks and questions relevant to their target!
Displays brand expertise through answers
SECRET AND WHISPER
Secret-sharing apps that allow users to post
text with picture backgrounds and receive
Secret is iOS only and shares with people you know!
Whisper is cross-platform shares with everyone!
Whisper is searchable, meaning posts about brands
can be gathered for social listening
Should you be using for marketing?!
If you’re targeting a young customer, you should be exploring!
Identify ad opportunities where available!
Create partnerships where possible!
Find opportunities to test campaigns!
Short-term campaign or long-term platform?!
Still an opportunity to be breakthrough