Marketers are taking an increased interest in social messaging as social users spend more of their time in direct messages (DMs). Brands are using advertising, content, and customer service tactics to break into this space. And Meta is prioritizing WhatsApp growth in the US.

Key Question: How can brands incorporate social messaging into their marketing strategies?

Key Stat: A significantly higher percentage of social media users (62%) used platforms to keep in touch with friends and family than to share updates, per a December 2023 YouGov survey.