While the media mainly discusses the strong growth and influence of social media, many people fail to realize a far bigger trend: The incredible growth of messaging apps, and how they are increasingly replacing traditional social networks.
Many messaging apps are strongly growing and have more than 100 millions users
Each mobile messaging app like WeChat, Line, Whatsapp, Kakao Talk and Viber has 100 million or even more users. Besides there are a lot of smaller and often more specialized players like Grouptime, Kik, Snapchat, etc. All of them not only seem to be strongly growing, but also rise at a much higher rate than the big social networks like Facebook, Twitter and Co.
The daily usage of messaging apps is among the highest of all mobile apps. Users open their messaging apps several times a day, and often send hundred messages or more. Compare that with social networks: They are still without doubt a place of regular visits, however, more for content browsing and entertainment (and killing boredom as some say). The intensive communication with close friends and family, something social networks were used for in the past, is handled increasingly by messaging apps. And if you believe the latest studies, the usage of social networks is clearly on the decline.
Group chats replace social networks for sharing with family and friends
While instant messaging apps have been primarily used for 1-to-1 conversations, some of them have started to offer simple group chat features. People quickly have found out that, in addition to straight forward communication and coordination, these group chats are great for quick photo sharing with family and friends. Especially because group chats are so easy to set up and completely private, they offer the right environment for private sharing without the complicated settings on social networks.
Some newer messaging apps like Grouptime now completely concentrate on group messaging and private sharing. You can share with one-click with personal groups like family and friends. The messaging inbox works with posts with nice, large photos like a social network, but in real-time like a messaging app. It is basically a real-time private social network.
Other apps like Line offer a status feed like on Facebook. Well, in this case there are no privacy controls, and it is not different than your well-known social network, so the benefit is quite limited. However, it shows how some messaging apps further enter the social networking realm.
Sharing of digital content with messaging apps gets better and better
Messaging apps don’t stop with group photo sharing. All content sharing features are widely improved: Users now can easily exchange whereabouts via location databases, videos, voice messages, calendar dates, website links and even YouTube videos. Furthermore, some apps allow you to share multiple content items and photos at once (Grouptime is a good example again).
In the future it is expected that even more content types can be shared, and also the integration in various third party apps and services will become common. In regard to innovative features, messaging apps have already taken the lead. Basically, all functions (including “liking”) of social networks and much more will be possible with the leading messaging apps.
Private sharing is strongly on the rise and far larger than public sharing
A recent study estimates that sharing via Facebook and Twitter is only the tip of the iceberg, and private sharing via instant messaging and email nowadays accounts for ca. 70% of all sharing. With the unstoppable rise of mobile messaging apps these figures will be outdated soon, and Facebook and Twitter will be further challenged. Even Mark Zuckerberg noted in a recent article, that sharing with smaller, private groups is the biggest trend Facebook is seeing.
How the social networking giants will react is unclear, but one thing is sure: Messaging apps will be the primary way to easily, privately and securely share with family and friends.