There have been major changes in both marketing and technology over the past 10 years.
In particular, there’s been an incredible amount of growth with the use of social media and mobile devices.
Looking forward, there are two trends that will be game-changers for businesses of all sizes: instant message apps and video content. Here are three reasons why:
- They are megatrends
Six of the top ten global apps are messaging apps. The world’s top four messaging apps are WhatsApp, Facebook Messenger, and WeChat. It has been predicted that at the end of 2017, more than 75 percent of smartphone users will regularly use messaging apps.
WhatsApp and Facebook currently lead the pack; WhatsApp now has over a billion monthly users, and Facebook messenger has 900 million; meanwhile, . WeChat has ten million business accounts that interact with its 700 million monthly users.
Video has seen a similar explosion in growth over the past few years. If you took a quick scroll through your Facebook newsfeed, I am guessing you would see that the majority of it is video content.
100 million hours of video are watched on Facebook daily, and now live streaming has taken off just as quickly. YouTube receives more than a billion unique users every month. In fact, it has been estimated that by the year 2021, video will account for 82 percent of internet traffic.
Thats a lot of people, people.
- They help businesses start conversations with customers
Traditionally, brands have talked at their customers but messaging creates an ongoing conversation between the customer and the brand. Video and messaging apps deliver personalized experiences that customers expect. They encourage your customers to spend more time on your website and interact with your brand.
Messaging apps have the potential to transform the way you interact with your customers. Chatbots can send personalized messages, confirm orders, and send shipping updates. It gives you a familiar platform to interact with your customers in a way that makes them feel comfortable.
There are numerous examples of company video content that went viral. If you share an engaging or interesting video with your customers, they will in turn share it with their followers. For any social media campaign, video is your best bet for creating engaging, highly shareable content.
- They will increase your conversion rates
And the biggest advantage of both mediums is that they will increase your engagement with your customers and as a result, your conversions rates.
For instance, customers are 64 percent more likely to make a purchase after watching a video from your company. And this luxury brand used WhatsApp to promote their products and saw conversion rates as high as 80 percent.
If you are still on the fence, ask yourself this: how many times a day do you check Facebook Messenger or your Slack chat?
If one person sent you a YouTube link and someone else sent you a link to an article in the Washington Post, which would you click on?
The question is not whether messaging and video content will be big -- the only question is whether or not brands will choose to capitalize on them.