In a world where 90 per cent of text messages are read within three minutes of being sent, text communication is becoming the norm. Gen Z is at the forefront of this messaging revolution! They have been raised on technology and instant replies and blue ticks! Stats show that messaging apps had nearly 5 billion monthly active users worldwide in 2017 and this number has grown by leaps and bounds since then.
To attract a digitally savvy generation, potential employees need to specifically target them through social channels such as Facebook, LinkedIn, Instagram, Twitter, YouTube, and Snapchat. Even better, each channel has their own messaging service!
Messaging naturally lends itself to customer services. It is a convenient way to LISTEN and to respond in real time. For example Swiggy takes longer to deliver your order and you can reach out to the customer service folks on their chat application. The same works for Amazon or Zomato. The generation that’s using these brands more or less like the “detachment” that comes with using these chat apps. Your queries get resolved and you don’t need to get into messy conversations.
Now, take a step forward and use social messaging like Viber, WhatsApp, Facebook Messenger as a platform for personalized recommendations, inform about special promotions and discount offers. Creating special stickers and games would be a good idea, something like what Burberry did in China. The British fashion brand used WeChat to send images of a letter with a pink bow and told them to “Shake” to open the gift and send a personalized Burberry greeting to a friend to celebrate the Chinese Lunar New Year. Customers could shop from the New Year Collection from the WeChat store and sign up to win limited edition Lunar New Year envelopes to be picked from the store.
So the name of the game is:
- Solutioning– you get a solution without picking up the phone, which means you can get things done without excusing yourself from meetings or in between work too
- Accessibility– social messaging apps are easy to access on your smartphones and tabs
- Interactivity– they have the functionality of being interactive, with predetermined responses that minimize typing and hence your physical effort
- Fun aspect of emoticons, stickers and GIFs- they are used to boost company specific content. But most only have a 24 hour shelf life so you need to maintain a regular flow.