And at a time when digital-first communication is the way most of us do business, messaging platforms are making them more productive than ever before. With Instagram boasting over 2 billion users and WhatsApp attracting approximately 2.95 billion monthly users, these platforms present vast opportunities for businesses worldwide. As companies increasingly leverage messaging to engage customers, the transformation from traditional customer support to automated, AI-driven communication is gaining momentum.
As for what this evolution means — and I mean it’s kind of a big deal — keep reading … The new Instagram feature comes at a time when Instagram counts over 200 million businesses using its platform. At the same time, WhatsApp empowers over 50 million businesses worldwide. This move toward message based targeting is a big step to prioritize consumers. It helps you have more substantive conversations that lead to more conversions. The adoption of innovative technologies is allowing companies to exceed customer expectations, creating loyalty and engagement while ensuring business growth.
This post delves into some new trends in messaging applications. It looks at how automation and AI are changing these tools, and the evolving expectations of consumers who now live in a new digital-first communication environment.
A Dynamic User Base
Looking at user demographics for the big players in the messaging space only shows how powerful their reach is, and can be. Instagram, with its 2 billion users, has certainly become the most popular home base for that communication and interaction. The platform’s direct messaging (DM) feature is at the heart of most users’ daily engagement. It allows local businesses to find new customers, and them to find you with just the click of a button. This new capability encourages a more personal, relevant one-to-one connection and engagement with consumers.
Regions such as South America and Asia have showcased how WhatsApp is able to create an impressive stronghold. These massive markets include India, Brazil, Indonesia, the U.S. and the Philippines. With over 1 billion users in India as well, WhatsApp is an essential tool for keeping friends and family connected across international borders. Businesses that are active in these markets are more and more aware of how important it is to use WhatsApp to engage their customers.
These platforms have proven, massive user bases. This combined potential makes them essential resources for companies looking to expand their engagement and increase their responsiveness. As consumer behavior shifts further into messaging apps, businesses will need to adjust their playbooks to meet consumers where they are.
The Shift Towards Automation
As consumer expectations change, businesses are making automation a fundamental part of their communication strategy. The initial front line of communication was manual, with human agents answering questions through chat or social media as they came in. While this laser-focused approach allowed for deep engagement and a personal touch, it brought some pretty major hurdles related to efficiency and scalability.
The addition of basic automation ushered in the second phase of communications. Rule-based flows let companies respond to certain keywords, or set up automatic responses based on some set parameters. Although this automation was an upgrade in response times, it was hardly the answer to creating unique experiences.
Now, brands have moved into the third evolution of messaging—using artificial intelligence and large language models like ChatGPT to improve customer engagement. Most messaging platforms, such as Instagram DMs or WhatsApp, currently allow for direct integration of AI-powered chatbots. These sophisticated tools allow companies to answer questions at scale and still provide tailored answers that cater directly to the needs of each customer.
This move to automated, one-to-many messaging improves efficiency and conversion rates. We’ve seen good follow-up messaging increase conversion rates by as much as 10 to 20 percent, a robust ROI in action that makes the case for clear, concise communication plans.
Consumer Preferences and Expectations
While companies are trying to change the way they message through innovation, consumer behavior is changing just as quickly. In fact, according to a recent survey, 96 percent of consumers feel that businesses should be focusing their attention on developing chatbots instead of hiring more customer support staff. This trend points to the increasing demand for fast, personalized assistance from brands.
82 percent of consumers are keen on conversational commerce with chatbots. They prefer it over waiting several minutes for a live customer service agent. This preference indicates a significant change in how customers view digital interactions—a shift towards efficiency and convenience over traditional methods.
These changes in marketing expectations pair beautifully with the advancements in messaging technology. Instagram has recently released some new features for broadcast channels. For the first time ever, participants are able to respond directly to messages and engage with each other’s comments! This degree of interactivity not only adds another layer of community engagement and detail, but encourages users to feel more connected.
As consumers make use of these new and exciting capabilities, companies need to rethink how they do business to be able to satisfy growing demand. Ensuring optimal customer satisfaction, AI-driven solutions will improve customer satisfaction by 30%. They’ll put brands ahead of competition in crowded markets.
