Brands working with chat apps need their content to quality, selective, and have a clear voice.
“You want two things: A point of view, and timeliness,” says Diego Nunez, senior director, digital marketing & ecommerce of Skullcandy, in speaking at OMMA at SXSW. "If you are kind of late to the party it reflects poorly on you."
Quantity is important as well. Heather Galt, vp of marketing for chat app Kik, says brands don’t need more than one high quality piece a week. "You don’t want high quantity; it doesn’t need to be huge investment.”
“It’s not just pushing information out,” says Paul Jones, marketing & digital for Mary Kay Cosmetics. In addition to high quality, it needs to be "extremely engaging. It’s a very much about the trigger.”