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Social media is generally public, which is basically one of its defining traits.

However, there are major business brands that have started taking a different direction as far as the future of social media is concerned.

Facebook and Twitter have been successful with their ad campaigns; services that have been doing great as far as generating revenue for these two competing companies is concerned. Major business brands as well as small and medium sized businesses have been using Facebook and Twitter ad spaces to reach the massive masses on these social media platforms. However, it seems things have started taking a twist as major brands, especially in the hospitality industry, have started thinking beyond Facebook and Twitter ads.

Customers prefer private chats than public chats when reaching out to business brands

It has been discovered that businesses no longer see the idea of being public with their clients’ needs as the best way of doing things. In fact, it seems the more private approach of the past is soon coming back to the fold, something that will harm the main revenue sources of Facebook and Twitter. Rather than post a message in a public space, today’s customers would prefer to send a private message to the business brand in question.

WhatsApp, Facebook Messenger, WeChat and other messaging platforms are the way forward

Messaging apps have taken over the world of communication and social networking in general. In fact, messaging apps have, on numerous occasions, been labeled as the biggest forward-looking occurrence in the world of social media customer services. If you look around, you will agree that these messaging apps have succeeded in encroaching what used to be the best ways of getting to customers – emails and live chat channels.

This can be looked at in two ways: either resulting from the changes in the preferences of customers who prefer personal approaches to public approaches. This continued shift in tastes could also be driven by the continuing dependence on smartphones and other mobile devices. Messaging apps bring the live chat experience to mobile phones, a feature that was well enjoyed on PCs. In addition, these apps ensure that users can easily continue their conversations at a later time. With any messenger, you won’t miss anything thanks to the connection they have with your phone’s notifications system.

WeChat has been successful at connecting brands with more audiences, but the app has seen its success limited to China and Asia in general. There are brands which have already started using WhatsApp to communicate with their customers and respond to their needs swiftly.

WeChat is being used to book hotels, flights, broadcast complaints and even post real time photos; features that make the app and other messaging apps a great fit for this space. Facebook Messenger and WhatsApp are nearing their monetization stages and it will be interesting to see how not just hospitality brands, but all other major business brands will streamline their services in line with these messaging apps.

Bottom line

Most messaging apps come without the ad functionality. This means that the business brands will be looking for other ways to engage with their customers besides the usual ad campaigns they run on Facebook and Twitter.