Have you deleted any pictures on your social media profiles lately because you would rather keep them private? If you have, you are not the only one! Privacy in social media has become a trending topic lately and has made us more conscious of our online personae. GenYers are looking for more private ways to communicate with their friends, which has led to the rise of secret social media.
As published on Contagious, private messaging apps are the fastest growing app category on a global scale. These apps are successful with GenYers because they offer them the privacy they are looking for without having to pay for sky-high cellphone bills and can be used wherever and whenever they want to.
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This shift from social media to private messaging apps means brands will have to step up their game and adapt their strategies if they want to keep up with their consumers. Gen Y loves communicating with brands in a personal way through their mobile devices and expects brands to be authentic and transparent, so by using these apps, brands can meet Gen Y’s expectations.
Messaging apps like WhatsApp, WeChat and Snapchat can be used to propose exclusive content and offers to consumers. Some of these messages have a short lifespan, so you better get your message across quickly. The goal of these short messages is to engage your audience with just a few words. But as the following examples will show you, messaging apps can be used for more than just sending short messages to consumers.
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Nike has been successfully using WeChat, the most popular messaging app, in China, to build new consumer communities. The latest community Nike created was the Nike+ Running Club Hong Kong, which allows Nike+ Fuelband users to sign up on WeChat and partake in weekly running activities. These local activities connect Nike consumers with each other and enables users to share their running experiences and stories with each other.
Nike succeeded in making a community that is relevant to their consumers, but they did not stop there. At the same time, Nike also opened a new store that targets the running community of Hong Kong. It features design elements of the city to integrate the feeling you get while running in Hong Kong. By launching the Nike+ Running Club, the brand is meeting consumers both online and offline, offering them a community that makes the brand locally relevant.
Discover with Snapchat
On the 27th of January Snapchat, the app that lets you send self-destructive pictures to your friends, introduced Discover, a new way to get to know stories from world-class leaders in media like National Geographic and Yahoo news. These short and easy-to-digest snaps are ideal for GenYers who are known for their short attention span.
An Emoji-onal Generation
In a world where everything is moving more and more rapidly, emojis are a perfect way for the ever impatient Millennials to communicate their feelings and desires. Next to being fun and easy to understand, they add emotional value to online conversations.
In his latest presentation on Who’s up NXT? Observing trends with the Z Generation, Joeri Van den Bergh introduced the concept of the emoji-onal generation. Emojis are not just shared among friends; in 2009 someone wrote a version of Moby Dick using emojis only and Katy Perry translated her lyrics to emojis in her video clip for Roar. Furthermore the most popular word in 2014 was… an emoji!
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And now brands are starting to dig into the trend using branded emojis to let their consumers talk about products with their friends. The American fast-food chain Taco Bell is currently uniting all taco lovers to ask for a taco-emoji. After all, if pizza lovers and hamburger lovers have an emoji, why shouldn’t taco lovers get one too? As of now Taco Bell only needs another 4,500 votes, so if you want the taco emoji to happen, you can sign the petition online.
Private messaging apps are hot and happening right now, so get on board and join Gen Y on private messaging apps, before others beat you to it!