Here are 6 ways brands are using messenger apps to reach their audience.
Sharing relevant content
If you are following BuzzFeed on WeChat, you receive one piece of content every day as part of your subscription. Users could also type in keywords like “fail,” “win,” “cute,” over chat & a bot responds with relevant content based on that keyword.
Key takeaway: Sharing helpful & relevant content is one of the simplest ways to keep your brand top-of-mind. It shows the audience that you are thinking of them & committed to providing value.
When customers contact a brand over social media—the quicker a business could respond, the better. An Altitude survey of 3,000 people & found that 42% of consumers who use social media to contact businesses expect a response within the hour.
The travel search engine, Kayak, uses FB Messenger as a customer support tool. It is used by people to search flights, find travel deals, update itineraries, and receive trip recommendations. Users could plug in keywords or even ask the chatbot, “Could you suggest a hotel in Manhattan for New Year’s Eve?” or “Could you find me a romantic getaway for under $600?” Kayak’s chatbot will comb through thousands of search results, but only serving you the best selections.
Key takeaway: In a mobile messaging survey conducted by Ubisend, half of all people say they would prefer to contact a business through messaging apps rather than email. With tools like FB Messenger, brands could serve their customers at all times.
Offering more personalized experiences
The bot offers outfit inspirations & style recommendations based on a user’s preferences.
Within the app, users are asked questions like “How could you describe your style?” Users can respond with “formal” or “casual,” for instance. The bot will then rifle through a catalog of styles to offer you a complete outfit.
From there, users could choose to switch items around or tap “shop it,” “share it,” “save it” with each recommendation. When selecting “shop it,” users are given a link to the H&M mobile site for purchase.
Key takeaway: By using a bot that asks questions to gain deeper insight into consumers, brands can offer more relevant content. It is like taking an in-store interaction between consumer & sales associate and putting it online. It is friendly and real—the kind of interaction that encourages consumers to continue to buy from your brand.
Enhancing the shopping experience
With their messenger app plan, Whole Foods has taken an everyday chore & made it fun.
Like H&M’s personal stylist messenger app, the Whole Foods FB Messenger bot helps customers find recipes for upcoming shopping trips.
It is more than simply a place to chat with a robot chef, though. Whole Foods patrons can select emojis—like an apple/orange—and see recipes using that combination of ingredients. Users could mix and match emojis with cuisine-related keywords like “Mediterranean.” They can use keywords to indicate special diets like gluten-free or vegetarian.
Key takeaway: Days consumers expect technology to answer their questions, solve their problems, entertain them. Whole Foods’ chatbot does all 3—making a weekly shopping trip not only productive but experimental & fun.
Through private messaging apps like Whatsapp, Line, and FB Messenger, Adidas shares exclusive news,content, and products to “squads” of local influencers. Instead of an automated bot, Adidas in-house team uses that apps to communicate with their community of influencers.
These groups of people are called Tango Squads & are made up of anywhere between 100 & 250 football-obsessed fans. Each of these influencers has a sizable following on social media—but not to the point of celebrity-status. Adidas specifically selects micro influencers with smaller followings to ensure that what each influencer shares feels thoughtful, instead of a release into the general public that could feel impersonal.
Key takeaway: Talking to customers one-on-one makes them feel more connected to your brand. Compared to a public channel like a blog/social network, reaching out via messenger feels more personal.
Fast food moves even faster with the Burger King FB Messenger bot. Users are able to use the platform to order their food ahead of time & find a nearby location. The app will give users an estimate of their meal will be ready.
Key takeaway: Your audience is more likely to purchase if half the work is done for them. By reaching out to your customers on their own terms & eliminating most of the legwork—like where the closest location is & when it’ll be ready—you’re making their lives easier & they’ll reward you for that.