In the past five years, the market for web-based messaging apps has grown exponentially, surpassing traditional SMS as a means of text communication. With so many people on these apps, it is time to start considering their advertising potential.

Messenger apps appeal to large audiences for a variety of reasons. First, they allow for multimedia interactions. For example, apps like Kik and WhatsApp allow their users to communicate through more than just words; fixtures like emojis and gifs often convey the intended message much better.

Because of their versatility and relatively low cost, these messaging apps appeal to a younger audience, many of whom use them as a primary means of communication. For example, 82% of Kik’s users come from the 13-24 age demographic.

The greatest chances at success come from pandering to the people where they are. With Facebook’s recent announcement that it will expand and refine its messenger app, marketers need to start considering the medium’s viability as a potential advertising platform. It could just be a gold mine.

See Social Media Explorer for more.