Marketing Messaging Apps and Videos to Millennials
If you want to reach a younger audience and get your message across to millennials, using messaging apps is the way to go. You can connect with your target and create engagement in an effective way, both time- and money-wise. The use of private messaging apps is continually increasing and even becoming a more popular means of communication than social media for some people Therefore, it is wise for brands to include messaging apps in their digital marketing campaigns. There are numerous benefits of doing so.
A Huge Target
WhatsApp and Snapchat both have hundreds of millions of users that connect through smartphones. Most of those users are young people who not only aim to save some money by sending text, picture, and video messages, but also are fascinated by the nature of these apps. Young people are always searching for more interactive ways of communicating with each other. They need fast feedback, and they appreciate prompt response, because they never want to break the connection. Millennials want to be the first to hear important news, hence they want to use any app that allows them to stay connected to sources of information. The immediacy of communication via messaging apps is supplemented by the privacy they offer, as opposed to social media channels. Privacy is an important issue for millennials, who don’t want their environment “polluted” by undesirable agents.
The constant craving for personal contact isn’t only limited to millennials, but also can include certain non-human entities–such as brands–that are able to personify themselves by creating a strong association with an ideal or a basic concept. Even social media advertising will at some point become obsolete, once a better method of conveying the brand message is perfected. For now, it’s enough to notice that social networks are bombarded with ads and becoming a rather stuffy environment. At the beginning of 2015, Facebook took action to limit the reach of overly promotional posts which disrupt the quality of the user experience.
By connecting directly with users through message apps, people get the personal relationship they crave, while your brand is associated with an idea or a special occasion. Toyota Spain is a good example of establishing a close, almost accomplice-like relationship. WhatsApp users were asked to send private messages to Toyota for Valentine’s day in order to win a car. These messages, including photos and videos, were quite flirty in nature and were therefore mimicking perfectly the types of messages millenials most commonly send through messaging apps. This precise mimicking ensured Toyota’s success with this campaign, because it adopted the rules and language of WhatsApp users.
People feel empowered and respected when they get extras, such as sneak peeks and previews, from the brands they have formed a community around. With the increasing need to feel a personal connection, it is common practice for people to share their most important news with those who are closest to them. That’s what brands should be doing through messaging apps, where they can let fans know about their plans before informing the media. This strategy can ensure that the press follows the brand, rather than the brand issuing press releases that may or may not be published. Creating an aura of mystery and surprise around your brand will help earn you more media coverage.
It’s also important to note that personal contact and exclusivity work together to build brand loyalty. Once a personal connection is established, the need for exclusivity will encourage your audience to add your brand to their private contacts. Consequently, the personal bond between you and members of your brand community will continue to flourish, and you will be able to convey your messages without interfering with people’s sense of privacy.