The Day Messaging Replaced Social


Mark Zuckerberg’s recent post on the future of Facebook covered a lot of ground. In it, the founder of the largest social media platform announced that he is steering the company away from public, one-to-many interactions to ephemeral (stories), small groups and messaging.

The following quote from Mark’s post will have a massive impact:

In a few years, I expect future versions of Messenger and WhatsApp to become the main ways people communicate on the Facebook network
— Mark Zuckerberg, Founder and CEO at Facebook

I believe that in five years, we will look back at Mark’s post as the day social media began a phase of creative destruction, and will be replaced with fundamentally different interaction models. In hindsight, this transformation truly started in 2012 with Facebook’s acquisition of WhatsApp and is now accelerating in pace and scale.

For anyone running a digital business, change is inevitable. Facebook’s user interaction and business model is on a permanent path towards messaging and marketers will need to learn how to excel in this new paradigm. This means rethinking content strategies and customer acquisition tactics, as well as a merging of practices like brand marketing with down-funnel activities like consideration, commerce, and post-purchase care.

For global brands, this presents a unique set of challenges. How can businesses with millions of customers retool their marketing to meet customers in a 1:1 world as the focus shifts away from 1:Many in digital? Our community of consumer-facing brands that are operating at scale and across borders need to think about how they will rebuild their audiences and connect with consumers in a messaging-first world. The first step is to start plugging into and offering branded experiences on WhatsApp and Facebook Messenger.

Messaging Is The New Video

I recently spoke to a marketer who quipped that the industry is “talking about messaging the way we talked about video five years ago.” That’s a meaningful statement considering how much video disrupted the digital landscape at that time. It shifted KPIs and metrics from display and impressions to views and engagement. Similarly, messaging metrics including active audience, cost-per-engaged-user, message open rates, conversion rates, NLP-matching rates, containment rates, etc. will redefine success in today’s communications.


Beyond changing the core of Facebook, Zuckerberg also announced plans to improve interoperability between the constellation of social apps of Facebook, Messenger, WhatsApp and Instagram. This means that messaging will merge, and businesses will need to learn to engage with customers at scale on all four platforms. Fortunately, technology is also evolving to address this need.

Snaps, the leader in AI-powered conversational solutions has launched a communications infrastructure to deal with the complexities related to routing, front-end support, etc. As the digital space is once again rewiring itself, businesses must develop new strategies to enhance their own messaging communications.


To learn more about how Snaps can help, click here.


Snaps is changing the way brands build relationships with consumers through conversation. Global brands like Nike Jordan, Marriott Rewards, Live Nation, VICE and more leverage the Snaps Conversational Marketing Platform to acquire new customers, increase lifetime value and improve customer experience with messaging technology. Snaps is an Inc. 100 business, one of the few companies listed in Facebook Messenger’s Partner Directory, a designated Leader’ by Opus Research and frequently covered by Forrester research on conversational marketing.