aIf you canat beat aem, join aem.a
This is a lesson Facebook has perfected over the past year as it continues to launch products to compete with Snapchat, the app it tried and failed to purchase back in 2013.
The battle over the disappearing social media narrative continued yesterday with Facebookas launch of Messenger Day. Messenger Day works like Snapchat Stories, Instagram Stories, and WhatsApp Status: Users share photo and video messages embellished with text, drawings, filters, and emojis with friends that vanish after 24 hours.
As of yesterday, the new feature was being gradually rolled out to all iOS and Android Messenger apps. In this post, weall encompass what Messenger Day is all about, how to employ it, and how this announcement changes the ephemeral messaging competition heating up between Snapchat and Facebook.
What Is Messenger Day?
Messenger Day lets users curate a slideshow of photos and videos that’s visible to their friends on Facebook Messenger for 24 hours before it vanishes. As the name suggests, this rollout is a part of Messenger, Facebookas standalone messaging app used by one billion people worldwide.
Messengeras in-app camera lets users add text, drawings, stickers, emojis, filters, and lenses to photos and videos before adding them to their Messenger Day or sending them to individual friends or groups. Hereas what Messenger users to be able to tailor images to look like with the camera 😛 TAGEND
Before we teach you how to use Messenger Day, hereas the lowdown on what itas all about and how itas similar to other ephemeral messaging apps and products out there.
Like Snapchat Stories and WhatsApp Status, Messenger Day displays usersa ephemeral messages in a vertical list. From there, users to be able to click on specific photos and videos they want to check out, or they can go down the line to watch all of the images at once.
Hereas a side-by-side comparison of what each of these three looks like 😛 TAGEND
Pretty similar, right?
The cameras for each of these apps and features have different lens and filter styles, but for the most portion, photo editing abilities are remarkably similar, too. Each of these apps let users send disappearing messages privately to individuals and groups, in addition to sharing on their Story, Status, or Day.
Now, letas dive into how Messenger Day differ from other apps.
The biggest difference that sets Facebook apart from similar products and apps on social media? The size of its user base. Iall get into the implications of this below.
Another difference between Messenger Day and similar products is its intended use. While Snapchat and Instagram narratives are focused on sharing what youare up to in the moment, Facebook has positioned Messenger Day as a style to build plans with friends and communicate about getting together. In the blog post announcement of Messenger Day, Messengeras Head of Product, Stan Chudnovsky, said users to be able to post images to their Days to ashow what theyare doing, how theyare impression and to invite friends to join them for activities.a
Hereas Facebookas video of how it foresees Messenger Day will change how people communicate to build plans 😛 TAGEND
Now that you understand what Messenger Day is and what itas for, hereas a step-by-step guide of how to use it.
How to Use Messenger Day
1) Update your Messenger app for iOS or Android.
Navigate to the App Store on iOS devices or Google Play on Android devices and make sure youare using the latest version of Facebook Messenger.
2) Open your Messenger app and tap the circular camera button in the bottom-center part of the menu.
3) Take a photo, record a video by pressing and holding the capture button, or turn the camera to face you to snap a selfie.
4) Add art, consequences, emojis, and text to your photos and videos by tapping the smiley face, sticky note, and squiggle icons. Tap “Aa” to add text and caption your image.
5) Once youave made your finished product, tap the arrow in the lower right-hand corner of your screen.
From there, you can choose to send your image to one friend, a group of friends, or post it to your Messenger Day. You can also save it to your camera roll by tapping the download icon in the lower left-hand corner of your screen.
You can also add photos or videos to your Messenger Day after youave already sent them to individual friends or groups. Within a direct or group message, tap aAdd to your daya under the image to, you guessed it, add it to your Messenger Day.
Messenger Day is in the process of rolling out to all global users, and my app wasnat updated with Messenger Day at the time of writing, so I canat give you a sneak peek at my Day yet. However, Facebook devoted a few content inventors early access to start creating on Messenger Day, so you can see what it looks like in action below 😛 TAGEND
Can Facebook Beat Snapchat at Its Own Game?
At this phase, itas no secret( in fact, itas become a running joke) that Facebook is trying to replicate and predominate Snapchatas parent company, Snap Inc.’s, success. And in so far, it appears doable. The Facebook vs. Snapchat showdown is a narrative of user base vs. user involvement, and the outcome of this social media arms race will be watched closely in the coming months.
To recap: Facebook started adding filters to the Messenger camera back in the summer of 2016. Facebook-owned Instagram launched a near-exact replica of Snapchat Stories, called Instagram Stories, in August 2016. And in December 2016, Facebook unveiled a new in-app camera in Messenger, featuring lenses, more filters, stickers, and describing abilities.
If you look at what photos and videos look like across the different apps and features, youall consider a lot of similarities, like the ones we outlined above. But there are a few key differences, too.
Perhaps the biggest advantage Facebook and Messenger Day have over Snapchat is number of users. While Snapchat has 158 million daily active users, Messenger alone has one billion users all over the world. Snap Inc. cited Instagram Stories as a primary reason for slackened Snapchat user growth in its S-1 filing to go public in February 2017.
For users, Instagram Stories arguably presents a better experience than Snapchat because video and photo ads arenat demonstrated between Tales as users scroll through their list of friends. This might inspire users to move over to Instagram to view Stories uninterrupted. Messenger Day is only the working day old, so we donat yet know if the app will show ads between images, but mother company Facebook might forgo that given the success of Instagram Stories.
For marketers, Facebook and Instagram offer more detailed and more easily accessible analytics for understanding the reach and involvement of ephemeral content than Snapchat. Snapchatas merely metrics for Stories are the number of views and screenshots, and these numbers must be recorded in 24 hours before the content disappears.
a | Or Will Snapchatas Engagement Rate Win the Day?
One common theme among Snap Inc.as challengers is that all were copies of the original, innovative Snapchat product: an app for sending messages that vanish. And as it turns out, that’s a very sticky idea.
Snapchat was a first mover in the ephemeral messaging space, and its devoted user base expends an average of 30 minutes on the app every day. Additionally, a huge portion of its user base is concentrated in the 18-34-year-old age range, and they could become bigger sources of revenue as day progresses.
I asked HubSpot Social Media Manager Marissa Emanuele what she thought about Facebook Messengeras announcement, and she noted that Facebookas huge user base could be a disadvantage, too.
aThe big advantage Snapchat has is that itas highly curated with merely the people you care about, ” Emanuele said. “Iam friends on Facebook with somebody I satisfied once in college and my neighbor from when I was a kid. I donat genuinely want to see what theyare doing every day, and I donat think they want to see what Iam doing, either.
“I believe the only style that Facebook Messenger Day will be successful is if they have a much more curated version, where users could construct listings of people they wanted to hear from, a she concluded.
Emanueleas point? The massive sizing of Facebook networks contrasts with how curated and one-to-one Snapchat is. Users might be more interested in sharing authentic content with a select few than with an enormous number.
The takeaway for marketers? Experiment with where your audience likes to consume ephemeral content. If you have a highly engaged audience that you communicate with on Facebook, especially on Facebook Messenger, then experimentation with Messenger Days. On the other hand, it could be worth engaging with audiences on Facebook, Snapchat, and Instagram if you have different active audiences on different platforms.
What’s more, companies are starting to use messaging apps to communicate with clients. Creating content on Facebook Messenger could create a more unified communication approach to clients if you’re already serving them there.
Whichever ephemeral app is your favorite, download the Facebook Messenger update and experimentation. Weall maintain you posted on new developments in the competition heating up between Facebook and Snapchat. In the meantime, we have guidebooks for marketers on how to use Facebook and Snapchat if you need help getting started.
Whatas your take over Messenger Day? Is Facebook on its way to beating Snapchat? Share with us in the comments below .
Read more: blog.hubspot.com