The power of a message
We live in a world where we are more connected to each other than we have ever been before.
In the developed world, the average person checks their phone over 85 times per day. The typical millennial (generation bashing #sorrynotsorry) checks their phone at roughly double this rate.
What’s more interesting, is that 6 of the top 10 downloaded apps are messenger platforms. There are 3 billion active users on the top four messaging platforms — WhatsApp, Facebook Messenger, WeChat and Q-Q Mobile — and they generate more engagement than all forms of social media alone. Yup, you read that correctly. The combination of Instagram, Facebook, Snapchat and Twitter (to name the giants) no longer the top engaging platforms.
To truly understand this trend, let’s dive into the human psyche. More specifically, let’s take a look at three extremely relevant characteristics of the largest consumer in western history— The millennial.
- They lack patience: By growing up in a world where one can ask Google almost anything, and get an answer, the need for patience has eclipsed these guys. They want results and they want it now.
- They expect instant gratification: Millennials have been raised under the illusion that they’re special for virtually no reason, creating a massive sense of entitlement. Everything that they do, should result in gratitude from someone or something.
- Extreme social awareness: Being raised in the digital age has ensured that millennials keep up (or at least try to) with one another. Millennials desire to keep relationships in tact and worry about falling out of social groups and trends.
You’re probably already starting to see where this is going. Messenger platforms satisfy or exploit all three of these characteristics. Platforms like Facebook Messenger are real time, and now. They help us navigate the world and tell stories in a simple and fast way. And most importantly, they allow us to socially keep up with our peers in a more personal manner than social media equivalents.
Now, as marketers, brand managers and company owners, we must act on such trends. The largest consumer group are most active in messenger platforms, so shouldn’t we be active in the same space too?
If our consumers lack patience, then should we aim to respond immediately?
If our consumers expect gratification, then should we aim to provide free information and content, just coz?
If our consumers are always trying to keep up, then should we aim to make this easy for them?
You bet! And the solution is easy — Start connecting with your consumers/fans in a personal manner through social messaging platforms.
From doing so, you can expect a better brand or company image, an increase in organic sales and most importantly, an extremely satisfied customer.