Therefore, the main instant messaging apps have features that facilitate these interactions. To request something from the company, such as an exchange or refund, or to notify an incident.

To ask quick questions about the product or service: delivery times, physical characteristics, information on service conditions or promotions among others.

Generally, users turn to brands for two reasons: Many brands enable customer service channels through these applications. Instant messaging apps as a customer service channel It is possible to apply different strategies in the effective management of this channel: 1. What opportunities do instant messaging apps offer brands? For example, WhatsApp limited the mass dissemination of messages to appease the misinformation regarding COVID-19 and Facebook launched Messenger Rooms to encourage group video calls. In response to this new demand, these apps have adapted to the new situation. According to The Messaging Apps Report by Business Insider, as of 2015, the monthly number of active users of the four most popular instant messaging apps had already surpassed the four main social networks.Ĭurrently, on a global scale, the instant messaging application pool is occupied by WhatsApp (2,000 million monthly users), Facebook Messenger (1,300 million) and China’s WeChat (1,165 million), according to data from Statista.Īs has happened with the consumption of audiovisual content, according to Statista, the quarantine has given a new impulse to instant messaging apps and 45% of users have used them more to bridge the physical distance imposed by the lockdown. Instant messaging apps form a very dynamic ecosystem that stands out because of the enormous volume of users that handle them and for the high rate of retention and use compared to other types of applications.

Instant messaging apps, a channel that reinvents itself with the crisis Despite their undisputed popularity among users and a usage that has skyrocketed in the wake of the COVID-19 quarantine, many brands are still looking for the right approach to address communication in this channel.

Instant messaging apps offer an ample scope for exploration from a digital marketing point of view.

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