On some days, it feels like I communicate with more people on messaging apps than I do in person.
When I'm at work, I'll use our office's instant messaging tools to chat with my colleagues. When I get home, I'm sending goofy messages on Snapchat. When I need to have an in-depth conversation with a loved one. I use Facebook Messenger. And, if I want to reconnect to a far-away friend, I'll use WhatsApp for a global video chat.
By now, you've probably used many of these popular messaging apps yourself. As an individual, you might love how they help us stay connected to our loved ones.
But -- as a smart marketer -- you're probably wondering how you can interact with each major messaging app's growing audience.
The truth is, mobile message marketing works -- and it's not new. While many marketers started out by sending simple SMS messages to their prospects, mobile marketing has greatly evolved. Brands can now pick a platform with an audience that matches their own and leverage it for even more in-depth campaigns.
Currently, businesses are heavily using apps like Facebook Messenger and WhatsApp. They've also dabbled in more niche apps like Snapchat. But, with all the messaging platforms out there, you might be wondering, "Which one is right for me?"
To help you determine which apps to use in your mobile messaging campaigns, here's a list of 43 helpful stats to know.
General Messaging App Stats
Over 56% of global messaging app users say they've messaged brands to get more information in all stages of the buyer's journey. (Facebook)
When a brand is available and active on a messaging app, over 66% of consumers will feel more confident about purchases, while 55% feel more connected to the brand. (Facebook)
In 2019, 63% of those polled in a recent Facebook survey said they'd been messaging brands more often on messaging apps than in previous years. (Facebook)
By Q4 of 2019, WhatsApp and Facebook Messenger were the most popular messaging apps globally, with 1.6 billion and 1.3 billion users respectively. (Statista)
Most U.S. Snapchat users primarily use the app for conversations with friends. (Snapchat)
90% of 13 to 24-year-olds use Snapchat while 75% of 13 to 34-year-olds use the app. (Snapchat)
More than 15% of the total Snaps sent daily feature a lens made by Snapchatters with the Lens Kit. (Snap Inc.)
The longest Snapchat streak, or messages consecutively sent between two people, was 1,154 snaps. (Techjunkie)
In 2017, 3.5 billion snaps of photos were sent on the platform. (Statista)
Navigating Messaging Apps for Marketing
As you choose an app to leverage in your messaging strategy, make sure the platform's global and age demographics are in line with your target audience. For example, while Facebook Messenger is a great tool to use if you're targeting U.S. millennials, WhatsApp might be of interest to you if you're looking to step into a global strategy.
To help you pick the right app or apps, think about your buyer persona. Where are they from? What are they most interested in? And, why would they choose to interact with your brand on a platform? As you answer these questions, you can develop a deeper understanding of which platforms and messaging strategies are right for you.