Using Social Messaging Platforms to Deliver Content

Using Social Messaging Platforms to Deliver Content

The growth of social messaging platforms is a big opportunity for your business to reach your audience with targeted content.

Gone are the days when social messaging platforms are just about chatting or making plans with family and friends. You might be surprised to learn that “the combined total monthly active user count of the top 4 messaging apps has grown to 4.1 billion in 2018.”

You might be surprised, according to Business Insider, “the combined total monthly active user count of the top 4 messaging apps has grown to 4.1 billion in 2018.” Click To Tweet

Just to put that in perspective, that’s well over half of the world’s population and — perhaps even more strikingly — dwarfs the 2.19 billion monthly active users that Facebook reported in the first quarter of 2018.

It’s official: Social messaging platforms have surpassed “traditional” social media when it comes to active users. Not only that, marketers are taking notice, and beginning to think about how to leverage messaging platforms to deliver content to target audiences.

Conversational content

As you might expect, a key element of successfully using social messaging platforms is to tell your story conversationally. This means tailoring your content to the specific wants or needs of your target audience, creating a compelling narrative with your content, rather than an overt sales pitch.

This kind of storytelling is fundamental to content marketing.

“Messaging and chatbots represent the next logical extension of the content marketing mission,” writes Chris Frascella of the Content Marketing Institute.

According to Thomas Husson of Forbes, “Messaging apps will introduce a paradigm shift for marketers where interactive and contextual conversations will replace ad broadcasting. New conversational interfaces will drive deeper relationships between consumers and brands.”

You may be thinking that this is all well and good for B2C marketing, but how does it apply to B2B marketing? But the truth is, if you have a content marketing strategy in place, chances are, you have a story to tell, and these are tools to help you do it.


Enter chatbots, the technology to turn your content into conversations. Chances are, you’ve already come face-to-screen with a chatbot and may not have even known it.

These computer programs simulate human conversation using auditory or textual methods. Basically, it’s software that communicates with your target audience inside a messaging app. Chatbots are already changing the way businesses interact with their customers — and with each other.

If you’re thinking that you’re about to be replaced by a robot, relax. We’re extremely far from AI technology replacing human interaction. Chatbots are a tool, and they need to be fed content and trained by human marketing professionals.

Tips for using chatbots

The first step is adapting your content for use in a chatbot conversation. “You can’t just duplicate existing content in your conversational scripts,” says Frascella. While the goals for your content are the same, the way it is delivered is different. That requires a shift in how it’s structured.

It’s also important to be mindful of timing. Because chatbots require users to opt into conversations, retaining permission to access your audience in this way depends largely on content and timing. This means delivering engaging, meaningful, and valuable content at regular intervals, but not intrusively.

For more ideas on creating a chatbot, check out this post.

Social  messaging platforms are opening new doors for you to deliver personalized content straight to your target buyers. Make the most of this opportunity!

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