The usage of social messaging around the world is ever-increasing. Messaging apps have more users today than ‘traditional’ social media platforms. Six years ago, the number of monthly active users (MAUs) on the top four social messaging apps (WhatsApp, WeChat, Messenger and Viber) surpassed the number of MAUs of the top four social networks (Facebook, Instagram, Twitter and LinkedIn). In 2020, Social messaging has reached 2.7 billion active users worldwide.
This growing trend has changed the landscape and how businesses interact with their customers. Businesses are looking for more ways to reach their customers, they’re now entering the scene as well. In a recent research conducted by Salesforce, customers today demand a different type of relationship with brands, 71% of of the customers expect companies to communicate with them in real time and 73% of the customers expect companies to be more personal and understand their needs and expectations.
Due to the pandemic, the interactions via social messaging have increased significantly by 50% just one month after the COVID-19 outbreak. Businesses will continue to see growth in customer interactions through social messaging as the estimated number of mobile messaging app users is expected to reach 3 billon active users by 2022.
To scale and keep up with the customer demands, brands need to start looking into integrating social messaging in their CX mix to maintain and build better customer relationship.