Social media platforms such as Facebook and Twitter have dominated social media over the past decade, but the use of private Messaging Apps has been growing at a faster pace over recent years. Message apps, such as WhatsApp, have grown hugely in popularity as users have established a preference for private messaging channels and groups.
The transition from public social media to more personal message apps has been one of the most profound changes in internet social culture over the last 4 -5 years. This impacts on marketing strategy and tactics, as brands adjust to maximise opportunities to a less public audience. A strong focus on quality and meaningful content is needed to engage users’ attention, interest, action, retention and advocacy, through development of more subtle inbound marketing strategy.