Faizan Syed
Faizan Syed 27 January 2017

The Next Big Thing In Digital Communications

6 years ago there was only one messaging app among the 10 most downloaded in the App Store. Now there are 6 and it is impacting business communications on social media like never before. Messaging apps are becoming the new second home screen.

You probably didn’t know this but the four largest messaging apps, WhatsApp, WeChat, Facebook Messenger and Viber currently have more users than Facebook, Twitter, Instagram and LinkedIn, combined. Why is this so?

Well the simple reason for this is that more and more online conversations are moving to more private and more intimate groups/chat threads, in what seems to be a much more controlled environment. This clearly represents a new consumption pattern and channel offering. The personal touch, transparency and one on one communication is exactly what the majority of online users want, according Forbes. They are more loyal to brands who personally engage with them via those channels and an estimated 2 billion users will be messaging through Over the top (OTT) apps by 2018.

Not that this is highly new phenomenon. We saw in the 90’s and early 2000’s how SMS expanded and how quickly the popularity of Twitter grew. Yet, we see a return to the basic need an extinct of keeping things small and simple. Last year we saw several social networking sites becoming more conversational, as chat apps adopt more and more social features. For instance, on Facebook, you can click on an ad and it takes you directly to a chat window with the brand.

SIMPLE USER ENGAGEMENT - Book a flight or order a burger


Forums and social networks have long ruled the conversation around events, interests, trips and hobbies. In 2017, we will see more and more chat apps offering channels for this kind of communication. This will allow people to broaden their horizons and find new friends to chat and meet with.

An example is the Dutch airline carrier KLM, which uses messenger bots to send out booking confirmations, travel updates and boarding passes.

Burger King lets you even order a burger through Facebook Messenger and Adidas have built hyper local communities in cities around the world through Whatsapp. Just as they have used Twitter's own direct messaging function to put local brand advocates in dialogue with sponsored players.

This is just a handpick of companies making use of messaging apps and this will in 2017 capture the users’ full attention and “hit” them directly where the user is always present on their mobile, and for users it is easy and convenient.

How will you can measure power and monitor social media in the future?

A difficult question to answer but what it will entail is that social listening will be even more "intelligent" in the future and companies ability to understand and listen to their customers will be even more crucial (if it weren’t already crucial), because the use of chat bots and artificial intelligence gives completely new data on users' behavior and attitudes.

Expressly .
Expressly .

Thanks for the great article, Faizan.

Simple user engagement is very much an important consideration when looking to tap into the mobile market, after all people don't want the hassle of forms and buttons when on their phones.

At Expressly we have a solution to the problem of filling in forms thanks to a network of merchants that help each other with their online advertising. When a customer clicks on a partner's ad, their details are passed over automatically, making for a much smoother process.

You can find more about the network and the benefits it offers here:

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Infographic: 5 Key Findings from the Content Marketing Maturity Report

Infographic: 5 Key Findings from the Content Marketing Maturity Report

A new report from London Research and ContentCal explores how content marketing leaders are able to excel at this discipline, and reap the rewards. The infographic below summarises five of the key findings.

Linus Gregoriadis
Linus Gregoriadis 18 October 2021
Read more
New Research Reveals Content Marketers’ Biggest Battle

New Research Reveals Content Marketers’ Biggest Battle

A crucial step in the journey to content marketing maturity involves converting senior management enthusiasm into an in-depth understanding of the benefits of a strategic approach, and what is required to establish one.

Michael Nutley
Michael Nutley 27 September 2021
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more