With all the recent changes in terms of policies and algorithms and in various social networks. Social networks are changing at an accelerated pace and that is something we all notice with the news that is emerging in the different specialized media about changes in policies, user migrations, retention strategies, changes in algorithms …
With social networks you can reach a large number of potential customers in a «free» way, through organic publications, or through a fee, through advertising on social networks. With ad targeting you can reach very specific audience groups based on their demographics, interests, online behavior and more. There has not been such an opportunity before to reach and involve your target audience before the existence of social networks becoming popular.
Since the rise of social networks in the last decade, the increase in social messages is the next transformational change that is taking place.
In fact, social messaging has already exceeded the use of social networks. According to Business Insider, there are more people who use the four main social messaging applications (WhatsApp, Messenger, WeChat and Viber) than the four main social networking applications (Facebook, Instagram, Twitter and LinkedIn). Only Facebook Messenger has more than 1.3 billion active monthly users, and Instagram is officially testing an independent messaging application, Direct.
The growing wave of social messages also lifted the wave of the chatbot.
As Facebook Messenger grew, the number of bots in Messenger also grew, in just one year it grew from 33,000 to more than 100,000. There are also chatbots in WeChat, Slack, Viber, iMessage and many other platforms.
An Oracle survey found that 80% of top marketing and sales executives around the world already use chatbots for their business or plan to use them by 2020. It is easy to understand why. Chatbots can be used for a wide variety of purposes, such as marketing, payments, customer service and more. They will allow companies to automate and scale many manual processes and enjoy great cost savings. Juniper Research estimated that chatbots will help companies save up to $ 8 billion each year before 2022.
In 2014, the organic reach on Facebook was reduced to 6% from 12% from the previous year. It is likely that the organic reach on Facebook is still low since Facebook introduced changes in its algorithm to prioritize publications of family and friends instead of Pages. Both Instagram and Twitter also have an algorithmic timeline that affects the organic reach.
The reference traffic of social networks has also decreased as a result of the lower organic reach. When fewer people see your posts on social networks, even fewer will click on your links and fewer will visit your website. According to Parse.ly, which monitors referral traffic to more than 2,500 online media sites, Facebook’s referral traffic, the main social reference source for many sites, has been cut by almost half in the last year.