Why messengers market will continue actively growing? Research of the advertising opportunities in instant messengers (part 2)
Efficiency, the ease of use and convenience are the main arguments in favor of messengers. Messengers are installed in phones, tablets and computers. According to the statistical information, messengers are the most actively used applications in the world.
It is not a secret that messengers play an important role of our life. The potential of modern messengers is unlimited: today you can conduct business negotiations, conclude partnerships and search for partners with the help of messengers.
The founder of “VKontakte” and one of the founders of Telegram messenger Pavel Durov stated: “Having a lot of friends in social networks was popular in 2010. We don’t need social networks anymore. Most people have long been switched to messengers”.
How did we analyze the geography of instant messengers?
You can find a huge number of sites that provide information on the total number of audience in different messengers on the Internet. Of course, you can try to research financial reports or interviews of the representatives of particular messengers, but in most cases it is not possible to obtain “official” data on the geographical distribution of the audience.
Previously we have already talked about the most popular instant messengers and their geography. It should be noted that this indicator is very dynamic: today, Facebook Messenger (92% of countries) and WhatsApp (76%) are fighting for the world championship. Among the new world leaders, which are actively developing and increasing their audience, are Samsung, Zalo (Vietnam), BBM (Indonesia), QQ (China).
Messenger’s opportunities for business
In the modern world, messengers are also actively used for business. A detailed analysis of the market showed that the most popular business opportunities provided by messengers are:
- bots,
- banner advertising,
- stickers,
- business profiles
- commercial use of brands (for example, Line sells souvenirs, Telegram sells its stickers in the AppStore for iMessage).
We continue talking about the most popular instant messengers in the world and their advertising potential.
Messenger
Year of foundation: 2011
Monthly active audience: 1.3 billion people
Facebook Messenger is considered to be one of the leaders in the messenger market, which is widely used all over the world. There is a huge number of useful functions that make Messenger attractive to ordinary users, advertisers and businessmen.
Since 2011, Facebook Messenger has been actively developing and adding various options to its functionality. In 2013, Facebook calls were introduced. In 2014, Messenger started running as an independent application. Since 2015, Messenger also added the function of money transfers in the US and business accounts. In 2016, Facebook Light version of the application and a bot-platform were introduced. In 2017, Facebook Messenger announced a special application for children.
The advertising capabilities of the messenger consist of two main functions: advertising messages from the bot, which can be sent 24 hours after the last touch, and banner targeted advertising in the messenger.
Year of foundation: 2011
Monthly active audience: 1.040 billion
WeChat — Chinese analogue of WhatsApp, which is very popular in China, Bhutan and Mongolia. All attempts to expand the geography of the messenger (Brazil, Indonesia, South Africa) were not successful. Various areas and functions are available in the application: business accounts, subscription accounts, service accounts, online store. Interestingly, all payments are made through a special payment application WeChat Pay.
Advertising in WeChat is carried out through 3 main types of advertising:
- WeChat Moments Advertising
- WeChat banner ads (banners attached to official messages and articles)
- WeChat Key Opinion Leader advertising (publication of articles or banners in a blogger account)
The main complexity of advertising in WeChat is strict censorship and geographical restrictions. WeChat has a large number of intermediaries. Moreover, the market is oversaturated.
Year of foundation: 1999
Monthly active audience: 805 million users, the indicator descreased in recent years
Founded in China, QQ enjoyed tremendous popularity until the founding of WeChat in 2011. Among the main areas of the application are public accounts, chat rooms, shops, QQ Games.
Despite the diminishing popularity and geographical limitations, the advertising possibilities of the application are quite large: QQ offers a wide range of advertising formats (banners, text blocks and mobile advertising), and also has a wide range of targeting possibilities.
Conclusions
The potential of instant messengers is not limited to the daily chats. Today its functionality is constantly increasing and developing.
The use of blockchain technology for the messenger’s advertising capabilities can eliminate a number of important problems and limitations that platform users and advertisers face every day.
Universal Marketing Company (UMC) platform is designed to manage paid content and create SMART-advertising in instant messengers. In particular, as a platform-aggregator, UMC is created to reduce the costs for managing, administering and promoting projects in instant messengers.
The UMC team is actively engaged in this task. Check the official website and the WP for the detailed description of the project. Nowadays there are the best conditions for supporting the project!
Check our website for more information: https://umccoin.io/
