Embracing Exclusivity
Private messages is the must-have feature for social networks at the moment. Twitter recently made 'Direct Messages,' a once buried feature, more prominent within its mobile app. They also added a feature allowing users to send images to each other in private. Instagram added Instagram Direct a private messaging feature that allows people send photos and videos to a select group, instead of all of their followers at once.
All of this follows platforms like Snapchat, which popularized private messaging, a feature embraced by teens. Social networks are scrambling to add that element of private messaging to their platforms before its too late to grab younger users' attention.
Exclusivity Over Reach
Private messages do not seem to have a great deal of potential for brands at the surface level. Typically, brands want to reach as many individuals as possible. Facebook Pages and Twitter profiles have been set up with this in mind. That still has a place, but there's an opportunity to use private messaging to maximize engagement with a few individuals.
After all, exclusivity breeds positivity beyond those you reach out to originally. For example, Gap asked users to comment on an Instagram post. The first 15 to do so received a private message with a limited edition Gap product. Those 15 individuals absolutely talked about their experience, and it showed other followers that there are perks to paying attention to what the brand is sharing.
There are also opportunities to provide personalized customer support on these platforms better than ever. The ability to take a person offline to address a need means brands can get the information they need and provide the help customers are asking for.
These new messaging features are designed with users in mind. However, brands can embrace them to reward advocates, provide a personalized experience and deliver support unique to each situation.