To make messenger marketing work to its full potential, you must initially choose the right platform. Today, the most popular platforms in the CIS are WhatsApp, Viber, Telegram and Facebook messenger. Each of these platforms has its own peculiarities that businesses need to take into account.
TELEGRAM
Of all the messengers, Telegram is the most advanced and innovative platform with a developed bot infrastructure.
Use Telegram if:
- you need secure communication channels;
- you want to communicate with your customers not only by private messages, but also by bots; you
- need to attract customers using new communication channels.
VIBER
Viber is the most popular messenger in the CIS, so it is mainly used by companies with Russian-speaking target audience.
Paid advertising here can be seen in several places:
- a clickable advertising banner pops up after the end of a conversation in Viber;
- ads also appear in the “Sticker Packs” section;
- video ads in the PC application.
Paid ads in Viber are needed to get additional reach.
Choose Viber if:
- your target audience is Russian-speaking users;
- you are looking for a new channel to popularize
- your brand and communicate with
- your target audience;
- your company needs a messenger that helps you communicate with your customers and interact within the company.
WhatsApp
It is the most popular messenger in the world, with the number of users reaching 1.7 billion. And its main advantage and difference from other platforms is its mass appeal. It is also worth considering that
WhatsApp does not have the function of sending paid messages and displaying advertisements.
This platform is perfect for you if:
- youhave an international business;
- you are looking for a direct channel of communication with consumers;
- your company needs a system for employee communication.
FACEBOOK-MESSENGER
This platform is the second most popular worldwide. Facebook-messenger is used to communicate with friends and brand page subscribers.
Choose Messenger if:
- you or your brand frequently use Facebook;
- company needs an alternative contact form on the website. After all, using Messenger, your visitors can send messages to the brand’s Facebook page;
- you are looking for a practical tool to communicate with customers and employees.