In up to date months, fb’s been talking up Messenger as the future of customer support, with Messenger Bots – computerized response programs constructed on fb’s advanced AI – considered as a key pillar of that evolution. Why Messenger, particularly? as a result of it’s develop into one of the most widespread apps on the planet for connecting individuals, a status fb has underlined these days with the announcement that Messenger has now hit 1 billion monthly energetic customers.
<img alt="Facebook Messenger Reaches 1 billion Monthly Active Users (and Why That Matters) to put that in viewpoint:
- facebook – 1.65b MAU (supply)
- Messenger – 1b MAU
- Instagram – 400m MAU (supply)
- Twitter – 310m MAU (source)
- LinkedIn – 106m MAU (source)
- Pinterest – 100m MAU (source)
in fact, Messenger’s not a social network as such – a fairer comparison would be with different messaging apps.
- Messenger 1b MAU
- WhatsApp – 1b MAU (supply)
- WeChat – 700m MAU (supply)
- QQ – 553 MAU (supply)
- Kik – 275m complete users (source)
- LINE – 218m MAU (supply)
- Snapchat – 150m DAU (supply)
- KakaoTalk – 50m MAU (supply)
And while some of those figures usually are not like-for-like (Snapchat’s MAU, for instance, would be better, but they haven’t launched that stat), it’s pretty clear that direct messaging is presently owned with the aid of facebook, protecting the 2 top spots and most effective actually seeing competition from China’s Tencent, which owns each WeChat and QQ – and, importantly, which operates in a area that fb can’t.
And facebook’s messaging dominance is an enormous deal – as underlined by Messenger’s boom, the popularity of messaging apps has been rising Social Media Today” src=”http://www.socialmediatoday.com/sites/default/files/adhutchinson/files/fb%20messenger%20growth.jpg”/>
(image by the use of TechCrunch)
Now, a part of that in Messenger’s case, in fact, relates to facebook’s controversial efforts to grow the app, which have basically seen them force users to download it as a way to make the most of direct messaging among their fb friends, rather than keeping that perform within the main facebook app.
<img alt="Facebook Messenger Reaches 1 billion Monthly Active Users (and Why That Matters) users have been upset at this tactic – consistent with TechCrunch, rapidly after announcement, Messenger was the #1 app within the App store, but most effective carried a 1-star overview, on moderate. however even taking that into consideration, the push has worked – we’re now seeing an rising quantity of individuals connecting by the use of Messenger daily.
And fb’s moving the Messenger project into the following new release of what the platform will grow to be.
one in all Messenger’s large goals at this time is to take over SMS.
At their contemporary F8 conference, fb CEO Mark Zuckerberg mentioned that facebook’s now processing around 60 billion messages per day, which is 3x what international SMS quantity was achieving, at height Social Media Today” src=”http://www.socialmediatoday.com/sites/default/files/adhutchinson/files/zuckmess(4).jpg”/>As such, Messenger’s already not off course to change into the platform for messaging, but people are nonetheless the usage of native SMS services and products on their phones, and that’s one thing Messenger needs to stamp out.
To deal with this, facebook lately announced a brand new option for Android users so to use Messenger as their default messaging app, bypassing the native SMS platform completely Social Media Today” src=”http://www.socialmediatoday.com/sites/default/files/adhutchinson/files/sms-in-messenger.png”/>
(SMS conversations in Messenger on Android exhibit up red)
facebook’s additionally added new finish-to-finish encryption for messages to toughen safety and assure users it’s protected to send personal conversations via the platform.
And whereas they still have a approach to go ahead of they achieve ubiquity with Messenger, the numbers point out that facebook’s on course. The balancing act, however, comes in how they add in new features and instruments – together with model connection choices – with out making the platform feel less like a non-public space.
Personalization at Scale
At therein lies the actual energy of Messenger, and the real core of what fb must maintain a handle on in the app’s construction. Direct messaging is personal, a non-public space that people use for more personal and intimate conversations. As such, messaging also come up with the money for manufacturers the chance to construct more private, specialized interactions with consumers – if done right.
This is without doubt one of the selling points of Messenger Bots, of which there at the moment are greater than 18,000 in operation (and lots of more in development) – through your interactions with Messenger Bots you’re making a message thread to consult with, a document of your earlier interactions with the logo, including purchase history, sizing information and other preferences. that provides a terrific opportunity for companies to more simply customize and refine the expertise to your wants.
It’s a nice line although between helpful and pushy, and experiences so far indicate that many manufacturers have a protracted approach to go of their bot development, however there’ll come a time where you’ll be able to have a collection of bots that you would be able to conveniently make the most of and understand that they’ll provide you with quick, easy and correct services. A bot for your local pizza retailer is a general example, a bot in your favorite garb outlet. The extra sophisticated and particular each and every bot can be constructed, the stickier on the way to also make your relationship with that business. as a result of they’ll be aware of you, they’ll be aware of what you want. they may even be capable of warn you to new merchandise specifically relevant to your pursuits.
It’s early days, but when facebook can make Messenger the platform for all messaging, and facilitate the continuing development of smarter, extra intuitive bot programs, the potential for Messenger Bots is large.
the only other element it’ll require is a attitude shift, getting individuals to see Messenger as greater than merely a method to stay in contact with friends – which facebook are already tackling, as evident in essentially the most up to date Messenger replace.
<img alt="Facebook Messenger Reaches 1 billion Monthly Active Users (and Why That Matters) increasing Relevance
So why does this matter to you? as a result of Messenger is massive, and it gifts an equally large opportunity for brands.
presently, bots are within the early ranges of construction, however it’s no longer exhausting to look a time where they’ll develop into the norm, then the expectation. As such, investigating and/or bearing in mind how Messenger will be included into your marketing process is one thing all brands must be doing, at the moment.
facebook’s working to make it more uncomplicated for customers to connect with brands by means of message, adding consumer names and Messenger codes to strengthen Social Media Today” src=”http://www.socialmediatoday.com/sites/default/files/adhutchinson/files/messb5(4).jpg”/>possibly you’re no longer going to turn out to be what you are promoting to a Messenger-originated center of attention overnight, but it’s worth bearing in mind how you can utilize these instruments to reinforce direct connection together with your target audience – and from that, then having a look at what questions and queries you’re getting by the use of message, which may, in future, highlight where it’s possible you’ll be able to use a bot service to deal with such queries (the place conceivable).
As noted, there’s a technique to go earlier than Messenger becomes a crucial part, however these consumer boom figures can’t be omitted – a billion people are the use of Messenger each month. when you believe also that lower than 3.5 billion folks on the earth in fact have get entry to to an web connection, that suggests almost 1 in every three people who find themselves ready to make use of Messenger, accomplish that.
And every other key consideration, in keeping with Pew research, messaging is the dominant type of communique among teens Social Media Today” src=”http://www.socialmediatoday.com/sites/default/files/adhutchinson/files/pew2(1)(4).png”/>even supposing it’s no longer essential now, it may be in future. value taking into account on your ongoing outreach and advertising plans.