Facebook recently confirmed that it’s working to integrate its three messaging platforms – Messenger, Instagram and WhatsApp – in order to facilitate cross-platform communication for users.
This is a huge development – the new infrastructure would keep the three applications distinct, while simultaneously enabling users of each platform to chat with each other, regardless of which they’re logged into.
The project is under development, and still has a way to go (Facebook CEO Mark Zuckerberg recently noted that we won’t see anything on this front till at least 2020). But even so, it’s worth considering the opportunities it could bring.
In this post, we’ll look at five (5) things you should expect from the planned Facebook messaging merger, and what it means for regular users, marketers and businesses.
1. User Convenience
When looking at all of the people who use these apps, Facebook realized that the process could be streamlined, making life more user-friendly. After announcing the new messenger concept, the company told The New York Times that its striving to “build the best messaging experiences we can; and people want messaging to be fast, simple, reliable and private.”
“We’re working on making more of our messaging products end-to-end encrypted and considering ways to make it easier to reach friends and family across networks,” said Facebook.
2. Wider Reach of Audience
Along with the three chat applications’ collective 2.6 billion users, there’s another group that will also reap the benefits from this app integration – businesses.
Think of how much more effective it will be for businesses to reach out to customers on three diverse chat applications, from one chat marketing platform.
With this new update, you’ll be able to reach a larger, worldwide audience, and spend more time connecting with both new and returning customers.
Soon, not only will you connect with the 16-24 year old demographic that dominate both Instagram and WhatsApp, but you’ll be able to reach the increasing number of 25 and older users that thrive on Facebook as well.
And there’s no more need to worry about how to connect global markets, with WhatsApp’s largest user bases falling in Asia, South America and Europe.
3. Facebook Revenue To Increase Significantly
The integration will also open up substantially more revenue opportunities for Facebook, with additional space for advertising inventory.
This is something the company needs, as they’ve voiced concern over saturated ad space in recent years – let’s not forget that ad revenue is critical to the company’s survival as well.
Sources have also hinted at the possibility of exclusive ad features which users would be able to pay for. By creating more space for innovation, Facebook can bring in bigger profits, and more business.
4. Facebook Likely To Overtake WeChat
When looking at Facebook’s messaging app competition, there’s one application that stands above the rest: WeChat.
WeChat is used across China as a multipurpose platform, something that hasn’t been seen elsewhere due to user fragmentation.
By integrating all three messaging apps though, Facebook could encroach on WeChat’s ubiquity in China and its 1.08 billion monthly active users.
5. Advantage To Chat Marketers
It’s not often in the tech world that huge changes like this come along.
If you’re building a business, and developing your online strategy, you may be able to get ahead of the curve by getting into messaging now – by incorporating messaging into your approach, you’ll be well-prepared for the next stage, helping you expand your opportunities faster.
And odds are you’ll be the first in your market to take advantage – worth considering in your process.