The Integration of Facebook, WhatsApp, and Instagram Messaging

Facebook CEO Mark Zuckerburg announced recently plans to integrate Facebook, WhatsApp, and Instagram messaging capacities. This change will allow end to end user messages to be encrypted and enable them to communicate cross-platform between apps. Along with these three platforms, the underlying message infrastructure will continue to operate as independent apps.

The combined users of all three apps are brought together for 2,6 billion–giving Facebook more influence on user communication than ever before. Other competing messaging services such as Apple and Google will probably give Facebook a competing edge with a hyperlink. This advantage could lead to more time spent on Facebook-owned applications, which allow Facebook to recover popularity both from a user and from a publicity point of view after two years of scandal.

As many of us know, in recent years, Facebook has been the center of several controversies. Election interference, exposure of user data and data collection concerns all have damaged the reputation of the company. When integration was announced, many people immediately addressed the first question of safety.

Zuckerberg stated that they are working on adding end-to-end encryption to each of the services, which means that private messages can only be viewed by conversation participants. Enhanced encryption will help Facebook protect user data better, which is likely to help build trust among users who have been concerned about data privacy in the past.

Although the content of the actual message is safeguarded, there are still concerns about how these apps share data. For example, users of Facebook usually include personal data such as their full name, workplace, hometown or relationship status not included in WhatsApp and Instagram profiles.

While it is not clear how much data (or how much) will be shared between platforms, these profiles may now be more publicly linked than once with your Facebook accounts. For anyone who wants to keep the apps separate, this is a major focus.

Facebook is now trying to understand how all of these applications – both alone and connected – support encryption from one end to another and how they communicate.

More marketing opportunities

Although this integration raises user concerns, it could offer marketers more opportunities to reach people across platforms more effectively. Mark Zuckerburg has said that it has no clear plan to monetize integration yet, but Facebook can be expected to build a better ad income from that change.

Facebook currently allows advertisers to display ads on Facebook Messenger, but not WhatsApp or Instagram. It is uncertain whether the integration feature of Messenger ads will continue, but we can expect that it will be implemented on all three platforms if it does.

The addition of this feature to Facebook will be a big win because Instagram and WhatsApp generate almost no more ad income than Facebook. In addition, we see increased engagement with these Messages-specific features with more users choosing the Messaging Platform as their primary communication source.

In this case, marketers can reach users without a Facebook account on Instagram or WhatsApp. Although data sharing between apps is a backlash source, marketers will likely benefit, because it provides a more holistic view of the user based on their behavior, improving ad-targeting capability.

Last but not least, although at the moment we do not have all the answers about the integration functionality or the ad opportunities it offers-Facebook knows that everybody watches. Based on its past controversies, we can assume that Facebook knows that it needs to do so successfully and to regain confidence from its foundation.

This is going to be quite a task on the technical side of the participating teams, but probably a huge payoff. If successful, we can examine the new communications hub that’s favored by users— as at least one profile is created by everyone— and it supports targeted marketers ‘ ads. This has the potential to alter the way messaging ads are effective-marketers should be sure to remain tuned to updates, with a whole range of new best practices.

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Why are small companies benefiting from social media marketing?

You constantly seek new ways to get the brand of your company onto the the roster of potential customers. If you don’t, it’s a great way to engage and attract new customers using social media in business. In fact, small social media marketing strategies have an advantage compared to large companies. Why does it happen?

The effectiveness of social media leads to participation. If a company doesn’t engage in social media marketing, it will probably not succeed. Interacting in social media with consumers is a key marketing strategy for  small enterprises. 

The use of social media helps you to increase awareness of your brand and client base, as well as to connect with existing clients. In fact, one study showed that over 90 percent of marketers say that their businesses care about social media. 82 percent of participants in the survey worked in companies with less than 100 employees.

Small business owners can easily market through social media as long as you post actively on social media pages. Some of the common social media websites are Facebook, Twitter, Instagram, and LinkedIn. Set a schedule to contact your followers regularly in order to make effective use of social media for your company.

Advantages of social media marketing for small companies

The success of social media does not depend on the number of people a company has. Rather, it relies on the commitment of customers. These are several reasons why small enterprises can have more social media success than big enterprises:

1. Small companies are community focused and individual

There are several differences, such as the legal structure, the number of  employees and revenues, between small and big companies. But companies nitty-gritty aspects are not the only differences between large and small ones. 

Small companies tend to focus more on communities and individuals. Many small businesses decide to participate heavily in their communities, which leads to customer connections. It also benefits from connecting and sometimes partnering with other local businesses in the chamber of trade within their community.

Small companies can connect with their customers online when using social media. Small companies are more likely than larger companies to respond to their customers. As a small company, you can deal easily with the flow of customer comments, to ensure that you respond quickly.

For people to talk about products or services, social media is a great way. To increase customer participation, customers must post photos with the product of the company on social media. And welcome consumer reviews, questions, comments and concerns. You can easily build connections with people on social media, as a small business owner. Current and potential clients will have greater respect and appreciation for a company that responds promptly.

2. Low-cost advertising

While you can pay for certain advertising functions, such as on Facebook, social media is free of charge. You can target these ads to reach people within a certain range of your company. This means you will not end up paying out of your local customer base for publicity. Set a budget and choose your audience to start advertising on Facebook. Instead of spending thousands of dollars on social media marketing across the country, small enterprises have only to concentrate on their location. Social media is an excellent publicity tool without any additional characteristics. You can update your supporters on offers, sales, new products or even information related to the industry. Photos will also help clients see what they are offering.

You advertise to your existing customers through social media. However, by getting your brand out, you can also advertise potential customers. Your current customers are also great brand ambassadors. Small corporate owners usually know their customers themselves and share their social media experiences more naturally. Current customers can post on your products or services, raise their brand’s radars and attract new people to your business.

3. Joint Marketing in Social Media

Many small companies can work together on strategies for social media marketing. As a small business owner, you may work in your niche with neighboring small companies (not competitors).

You can post on your twitter, for instance, that if customers buy you and vice versa, they can get a discount coupon from another small business. Or, join in a social media gift or contest with a neighboring company. Winners may receive a prize which covers both companies ‘ products. On the websites of your social media, you can even showcase promotions for your neighboring business. You can build brand awareness together with other small businesses. You can take the radar of prospective customers and encourage people to purchase from both companies.

4. Personalized Care

Everything is about personalization for small companies. Some of them have a good shopping experience for small companies. A survey found that 53 percent of consumers want to go shopping in small enterprises because they want personalized service.

You can take the time to connect with individuals when customers are at the company. You can tell where your products originate, how long you have been in your business and how inspired you to start your business.

Individual attention is not only applied to consumers who are in your company. Small companies in social media can give customers more than scripted answers.

A large company selling all over the country has no time to give each customer a personalized response. On the other hand, a small company can write a real response to the situation of the customer directly. Small businesses have the benefit of social media marketing through this direct connection between consumers and brands.

5. Small companies can piggyback big ads

Some large companies organize events that small businesses can use in their marketing strategies for social media.

In the Philippines, for instance, Bazaars are all year round. Since consumers recognize that event, it is easier for small enterprises to take advantage of social media. Big companies could spend huge sums of cash on advertising, while small companies can benefit by posting that your company will participate.