#WednesdayWisdom is a new series from Way To Blue where each week we profile a specific platform to help you understand what it is, why you should care, and how you could use it in your own strategy.
With the release of iOS 10 in September, iMessage (Apple’s built-in instant messaging service) is more powerful and personalizable than ever before.
Today almost everyone has an iPhone or an Android device – you’re known as either a blue bubble or a green bubble to your friends and family. There are over a billion active iOS/Mac devices that send 17 billion iMessages per day!
Why should I care?
In iOS 10 Apple introduced a dedicated iMessage app store, which lets users download third-party apps that can be accessed within iMessage conversations. 60% of iPhones are on the new iOS.
This brings stickers, games, and app integrations (e.g. Fandango, Venmo, Apple Music) to iMessage. These are features that had become popularized by messenger apps like Facebook Messenger, LINE, WeChat, Kik, etc.
While it’s too still early to say what the limitations of iMessage are for developers, it’s a low risk service that gives fans the opportunity to engage with their favorite titles like Star Wars to send fun animated emojis/stickers to friends and family.
How are brands engaging on the app?
Disney, Nintendo, Microsoft, McDonalds, Cartoon Network, Starbucks, and Marvel Entertainment are among a growing list of companies that currently offer branded content (sticker packs) within the iMessage app store.