Content 2 go with a messenger channel
Expand the reach of your content and offers: Share your messages via smartphone – this brings you closer to your audience and puts you in direct contact with your target groups.
Messenger: The boost for your content
It’s always with you, always to hand: your smartphone. So why not use this very medium to bring your news directly to your audience – via WhatsApp, Signal, Telegram and the like?
Make the most of the possibilities offered by your own messenger channel! Getting started is incredibly simple: just get in touch with us to let us know you’d like to share your content via chat. We’ll take care of the rest.
We’ll set up a messenger channel using our versatile messenger service, e-publisher:connect, through which you can send content at the click of a button. Your subscribers will receive the content you choose as a push notification on their smartphones – whenever and as often as you like.
Our services
Analysis & Planning
We analyse which channels you can use to reach your target audiences and develop a tailor-made content strategy.
Setup & Configuration
We set up the messenger on the selected channels and optimise the technical aspects and the brand’s recognisable visual identity.
Editorial team
We create high-quality, messenger-optimised content (text, images, videos, links) – tailored to your target audiences.
Campaign management
We plan posting or campaign sequences on a scheduled basis, incorporating A/B testing where required.
Community Management
We manage your community professionally in accordance with the rules drawn up with you, thereby increasing engagement.
Reports & Optimisation
We track key metrics (open rates, engagement, clicks, conversions) for reporting and optimisation.
Diversity for your content marketing
Send your content at the click of a mouse – whether you want to share information about political events, cultural happenings or scientific achievements. Messaging apps are also ideal for internal communication, helping you keep your staff up to date with the latest news.
As well as the traditional text-and-image message, you can use a wide variety of formats to present your content in different ways: spark curiosity about your offerings with a quiz, paint a picture in people’s minds with an audio post, or whet their appetite for more with short videos. This allows you to reach new target audiences at the same time.
Your content – our expertise
Leave the editorial work to us. On request, we can distil your content into a concise summary and present it in a way that appeals to your target audience. We’d also be happy to take care of community management for you and respond to feedback.
Take advantage of our many years of experience: for example, the bpb messenger channel ‘Your Daily Dose of Politics’, which we manage on a daily basis in collaboration with the Federal Agency for Civic Education (bpb), was awarded the Politikaward in the ‘Digital Public Affairs’ category.
Strengthening bonds through chat
A messenger channel is also an ideal way to connect even more effectively. It works both ways: via chat, your audience can contact you directly and provide feedback.
This allows you to use community management to engage in an inspiring and direct dialogue with your target audience. This benefits both sides: you learn more about your audience – and your audience appreciates the fact that you’re accessible.
Communication via messenger
-
What can messenger apps be used for?
You can use messaging channels to communicate on any topic and for any occasion.
Common areas of application include, for example:
- News & Updates: announcements, news, breaking news
- Educational content: sharing well-presented information
- Event communication: real-time updates and notifications
- Marketing campaigns: Current offers and promotions
- Community management and customer service: Direct dialogue with your target audience
Messenger apps are also ideal for keeping your staff up to date with the latest news and improving internal communication.
-
What preparations do I need to make before launching a messenger channel?
A thorough analysis reveals which channels your target audiences are active on.
On this basis, we work with you to develop a tailor-made content strategy before the channel – for example, WhatsApp, Signal or Telegram – is set up technically.
-
How should I optimize my content so that it works in the messenger format?
Messenger communication works best if you follow a few basic rules:
- Mobile-first: Content is consumed on smartphones. You should plan your text and images for a vertical format and structure them clearly.
- Short and to the point: Messenger messages should be concise, meaningful and easy to understand – ideally 2–3 short sentences per topic or paragraph.
- Visual elements: Use images, emojis where appropriate, and graphics to grab attention and illustrate text content.
- Quick bits of information: Package your content into ‘info-snacks’ – short, valuable nuggets of information that pique curiosity.
- Call to action: Encourage recipients to click through or reply using clearly designed links or buttons.
-
Can I test and optimise my messenger campaigns?
Yes, with A/B testing, you can test different versions of messages against each other.
By analysing tracking data on open rates, engagement and clicks, you can understand which content works and continuously refine your strategy.
-
Is a messenger better than an email newsletter?
An email newsletter provides space for background information, an overview and context – and the opportunity to introduce yourself and your offerings to interested parties in a way that is tailored to your target audience. Messenger communication is more direct, faster and more concise, and offers a number of advantages over the newsletter.
Higher open and click-through rates: Messenger communication has a significantly higher engagement and response rate than traditional email campaigns:
- The open rate for messenger messages is over 90 per cent, whilst emails only achieve an open rate of around 30 per cent
- The click-through rate is around ten times higher than for newsletters; on average, around a third of recipients click on linked content.
Real-time communication: You can reach your target audience in real time on the channel they actively use.
-
How do I build up a subscriber base for my messenger channel?
Just as with email newsletters, an explicit opt-in – that is, a subscription – is required for a messenger channel and is mandatory for data protection reasons.
You can invite users to subscribe via your website, social media channels, email newsletters and at events.
The opt-in process should be simple and transparent so that interested parties can join quickly.
-
Are there any other tips and tricks for communicating via messenger?
With a few tips and tricks, you can further improve your messaging communications:
Sending time: Plan to send messages at times when your target audience is active and has some spare time (e.g. in the morning over breakfast or in the evening).
Frequency: 2–5 messages a week is ideal – not too many, so as not to annoy users.
Two-way communication: Encourage replies and feedback from your subscribers and respond promptly. This allows you to engage in direct dialogue and strengthen your bond with your target audience.