The Power Shift_ From the Social Media to Instant Messaging

In this age of connectivity, the internet, and globalization, the social media reigns as the most effective and efficient communication and advertising channel. Everyone have at least one social media account, and most probably, it’s Facebook. The social media network has replaced telephones, letters, and emails. It is now serving as the main platform where people share, communicate, and socialize.

This trend has never eluded advertisers and marketers. The social media – Facebook, Instagram, Pinterest, Google+, Twitter, Snapchat, Reddit, Tumblr, and other platforms have become the virtual hubs where people pass their time, get entertained, and connect with their loved ones. And where the people are, the advertisers will follow.

Indeed, the social media delivered. It proved to be the most effective channel in reaching targeted market segments and specific marketing audience. The sophisticated platforms also provided data tracking, traffic details, and performance analytics, making it easier to manage and optimize marketing campaigns.

But the power is slowly shifting from social media to instant messaging.

The age of social media has reached its peak. Oversharing, information overload, and ad flooding have turned off many of its followers and subscribers. But because everyone wants to stay updated and connected, people maintained their social media accounts and presence.

And then came the perfect solution – instant messaging.

Instant messaging offer real-time connection between two or more persons from anywhere around the world. Starting as a simple chat room in its beginnings, IMs are now sophisticated communication tools complete with voice messaging, video calling, file sharing, and conferencing features. WhatsApp, Skype, WeChat, Viber, Google Hangouts, Kik, and Slack provide the ideal business solution for virtual offices needing to stay connected, share files, and engage in collaborative work. IM has also been proven more efficient than emails.

Top Instant Messaging apps in Asia

Top Instant Messaging apps in Asia. Source: We Are Social, Digital in 2016.

Its streamlined features and the absence of too much noise make IMs the better communication tool for those who wanted to stay away from the social media circus. It is no surprise then to see people slowly shifting from social media platforms to the more efficient IMs.

And where the people are, the advertisers will follow.

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