Facebook, Twitter, and Instagram may still have some of the largest social media audiences on the planet, but that doesn’t mean they’re the only places to focus marketing attention. With each new social network that pops up comes a new niche audience of early adopters, along with new ways for marketers to leverage the technology. Messaging apps are the latest social darling, enabling easy communication without all the formality of texting or (heaven forbid) a phone call.
Two such apps, Whisper and Kik, have already attracted Hollywood studios to run campaigns aimed at tween and teen audiences. While family-friendly movies like Disney/Pixar’s The Good Dinosaur have taken to Whisper to connect with potential viewers, this channel won’t be a first-pick for every marketer. Messaging apps come with inherent risks, namely in promoted content being hijacked and warped by users into something completely different (and usually negative). But in the upcoming year, marketers will learn how to accept these risks and challenges, and use messaging technology to craft innovative campaigns.
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