Why Messengers are Becoming More Popular Than Social Media

Mar 18 · 4 min read
Irina Kvashali • Content Marketer @ amoCRM

As we all know, over the past decade, social networking sites, such as Facebook and Twitter, have become extensively popular. These social media networks are characterized as interactive and they typically allow users to add friends, acquaintances, co-workers; upload and share content, photos, videos, or in other words disseminate information; and create and join groups online. Most importantly, however, social media allows users to connect.

The major trend

Perhaps unsurprisingly, messengers — often referred to as messaging apps or chat apps — have also become widely popular communication tools across the globe. Quick and convenient communication channel, some of which have originated via social networking sites, have developed into independent social platforms. In 2014, for instance, Messenger was separated from Facebook’s main app so that one could focus on one activity only, and Instagram followed a similar logic by creating a messaging feature called ‘Direct.’ Later, Mark Zuckerberg acknowledged this trend as he started that people tend to spend more time texting each other than being on social media.

“Messaging is one of the few things that people do more than social networking.” — Mark Zuckerberg, in a public Q&A in November 2014

The fact that individuals spend more time in messaging apps than social networks has already been proven. Back in 2015, The Messaging Apps Report written by Business Insider illustrated that the world’s top four messaging apps’ number of monthly users — WhatsApp, Messenger, WeChat and Viber — surpassed top four social media platforms — Facebook, Twitter, Instagram, and Google+.

The awesome power of messaging apps

However, as we all know it, chat apps aren’t limited to text only messages anymore; to enhance the user experience, many social networking services have been integrating new features into various messaging apps. Facebook’s messenger is a good case in point. The social media company has been building numerous tools. And these include ‘Payments’, which allows users to accept payment inside conversations quickly and seamlessly; ‘Discovery and Reengagement’ helps to expand and re-engage audience; and even a built-in ‘NLP’ that automatically detects entities such as location, temperature, and phone number.

Although little has been written about why people are more enthusiastic about messengers than social networks, we can be confident enough of the fact that the new messaging features are built to satisfy more users and customers. And this is because whether people are chatting to family, friends or businesses, today they pursue chat apps that can provide as many lighting-fast and engaging experiences as possible.

People use messengers not only to communicate or stay in touch with their family and friends, but also for many other reasons. And these include business related purposes, such as seeking out assistance and customer support, providing feedback, making purchases and appointments. Research on consumers’ growing messenger preference backs this up, and suggests that chat apps are helping businesses to connect with their customers better. Hence — as has been mentioned in my previous article — if social networking has been an excellent tool for companies to enhance their businesses, then messaging apps cannot be dismissed. Many prestigious brands — who have already studied and are aware of the rise of messengers phenomena — have been utilizing messaging apps. Interestingly, if done well, this gesture may bring about tremendous benefits.

Concerning how messengers leave a positive impact on companies, it’s necessary to note that regardless of whether one is in B2C or B2B business, messengers may be used in a variety of ways. In case you’re willing to learn more about Messenger-Based Sales, this quick read (and it’s free!) will reveal how chat apps can be applied to a sales strategy and the importance of using them in businesses today.

You’ll learn not only why messaging apps matter to the sales process, but also find out how to nurture your leads and improve sales via messengers in the long term.

Thank you for reading this! :)


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amoCRM is the world’s first messenger-powered CRM. It offers a rich set of features for Messenger-Based Sales, including an arsenal of AI-powered salesbots.

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