In recent years, we have seen a major shift in social media, with the conversation moving from timelines to messaging apps. According to various studies, private messaging cultivates a deeper connection with strong ties. This has made social media networks add features to their messaging apps. For instance, the poll feature was recently added to Instagram's direct messaging.

Additionally, in recent years, the level of engagement on social media timelines such as Facebook has decreased. This has made social media networks look for ways to keep the conversation going beyond the inbox messages. For instance, Instagram allows users to share posts with friends in their inboxes. 

How Brands Can Leverage the Shift to Private Messaging

Many consumers consider messaging apps to be more private than social. They may not react well if an ad appears in their private messages. However, this is already happening with Facebook showing ads on Messenger. Similarly, brands like Adidas are experimenting with dark social media by building hyper-local WhatsApp communities.

However, we are yet to scratch the surface regarding brand marketing in private messages. Many brands are still testing and improving to determine what works and how customers interact with them on their messenger apps. Similarly, brands should use an Instagram DM as part of their marketing strategy.

Why Customers are Choosing to Use DM Over Social Feeds

There are several reasons why consumers are moving to private messaging.

Avoid Cyber Harassment and Bullying

Many social media users now share updates through a more intimate circle on DM rather than their main public stream. One reason for this shift is that conversations on social app feeds can be divisive, especially on political topics that often lead to arguments and cyberbullying.

They feel that once they post their opinions in the public feed, they may be required to defend their positions, often leading to arguments and cyberbullying on social media. Therefore, many social media users resort to private sharing to avoid such a scenario, often leading to a change in the focus on the main social apps.

Protect Themselves Against Cyber Surveillance and Tracking

One of the significant concerns among social media users is how the platforms connect and store user data such as phone numbers, IP addresses, and message metadata. Social media platforms have sometimes been accused of sharing this data with third parties. For instance, TikTok officials suggest Chinese employees have user data from the U.S. and the UK. Additionally, the U.S. is getting ready to ban TikTok over data privacy.

The government may also demand this data, which the platforms are bound to share. On the other hand, since privacy-focused apps such as Messenger use end-to-end encryption, no user data is stored, ensuring no vulnerabilities.

Ensuring the Sanctity of Data

Hackers can often target and access data stored by messaging apps. However, on a privacy-focused social media network, there is no need for a central data storage, ensuring that the data isn't breached. Some platforms maintain a no-log policy, which means that even if the servers are compromised, no data can be stolen. WhatsApp also ensures encryption, even though there are concerns over its metadata storage and sharing with Meta.

Need for User Anonymity

Most messaging apps do not require personal identification details such as emails and phone numbers, which means it can be hard to identify or even track users using their communication patterns. However, some apps, like Telegram and WhatsApp, require a phone number.

Private Group Communication

Messaging apps such as WhatsApp and Telegram have encrypted group chats, allowing members to chat privately. With encryption, data cannot be accessed without authority.

Lack of Targeted Ads

Many social media platforms analyze user data to personalize ads. On the other hand, apps that focus on privacy often have a no-tracking, no-ad policy, which many users appreciate.

Final Thoughts

Messaging apps have proven useful in protecting users' personal information and helping them remain secure in today's digital age, when surveillance and data breaches exist. They provide users with much-needed peace of mind with features such as anonymous ID, end-to-end encryption, and secure group messaging. We recommend that you read our guide on the best Instagram marketing strategy.