The first White Paper from IPG Media Lab examines the future of messaging apps as a social media engagement strategy. According to the report, messaging apps are the new face of social media in terms of consumer engagement and one to one communication. Especially after Facebook's $19 billion acquisition of WhatsApp, it is time to make messaging apps a bigger part of your marketing and social media engagement strategy.
The report also notes the marketplace for these kinds of apps is relatively small and divided among a few diverse players. While the number of users an apps has is important, this can change even on a daily basis as people's apps habits can drastically day to day.