This development of fragmentation sometimes makes it easier to reach certain target groups (based on interests or age, for example). However, young people are also inclined to switch platforms very quickly , as soon as it is no longer hot. For example, we see that more and more young people choose the, partially or not, closed (from parents and family) of messaging apps such as Snapchat, Houseparty and Kik. .. bridge to next paragraph.
Social messaging is more popular than ever, and not just among young people. A recent GWI report also found that more and more people are less likely to post personal information on public accounts, such as Facebook and Twitter, and are choosing the privacy of services such as WhatsApp, Facebook Messenger, Kik and Telegram.
Image: BI Intelligence
An overload of vague acquaintances on traditional social hospitals email list networks and the need for privacy have resulted in the top four messaging apps now having more monthly users than the top four social networks. But messaging is increasingly being used for purposes other than just chatting with friends. For example, messaging apps are used to interact with brands, consume information, and learn about products.
Users are becoming less and less likely to share personal updates on some of the bigger networks. Messaging apps have been a big benefit of this, with users taking advantage of the smaller and more regulated audiences they offer. – GlobalWebIndex Report 2017
I think this trend will continue. Now that messaging apps are becoming more and more extensive and even intertwine certain functionalities of traditional social media , it ultimately adds even more value for the user. Social media companies from America naturally look at the well-known Chinese example of WeChat, in which many social and app-related