The Messaging Revolution: How to Leverage Social and Messaging Apps to Turn Conversations into Conversions

In the age of instant gratification, businesses are under more pressure than ever to meet customers where they are—and that's increasingly inside social and messaging apps. Whether it's Instagram DMs, WhatsApp, or Telegram, these platforms have become go-to channels for consumers to ask questions and resolve issues. Get recommendations, and even make purchases.

Advancements in AI have empowered brands to scale these interactions with personalized, real-time responses—offering not only faster service but deeper connections. And as brands move away from one-way marketing and siloed customer service toward conversational engagement, messaging apps are leading the way.

The New Starting Point for Customer Relationships

In the last few years, social and messaging apps have become the first touchpoint for many customers engaging with creators and brands. This shift is happening on a massive scale. For instance:

• Instagram DMs are deeply embedded in the daily interactions of over 2 billion users worldwide, with more than 200 million businesses actively leveraging the platform.
• WhatsApp boasts over 2,95 billion monthly users, with key markets including India, Brazil, Indonesia, the US, and the Philippines. More than 50 million businesses use WhatsApp globally.
• Facebook Messenger connects around 1 billion users, with a strong presence in India, the Philippines, Mexico, Vietnam, and Brazil.

Consumers now expect brands and creators to be available 24/7, respond promptly, and engage in a friendly, personalized manner. Social and messaging apps deliver precisely that—seamlessly integrating into modern communication habits. But messaging isn't just about resolving customer issues; it's about fostering ongoing relationships. A customer might start by inquiring about a product, then later provide feedback, ask a follow-up question, or even make a referral. These interactions form a continuous, personalized conversation, not just isolated touchpoints.

In response, messaging platforms are enhancing their features to improve engagement between brands, creators, and their audiences. For example, Instagram recently added new tools for broadcast channels, allowing participants to reply to messages and interact with each other's comments. And WhatsApp now enables businesses using Meta's Ads Manager to provide their subscriber lists, allowing Meta's algorithms to identify the most relevant segments based on desired outcomes—whether that's driving conversions, increasing engagement, or boosting awareness.

At the same time, specialized automation tools for messaging apps are gaining traction. Integrated directly into these apps, they are designed to turn user attention into measurable business outcomes. Let's consider an example. In Instagram, a traditional call to action—"click the link in bio"—is often a cumbersome, multi-step process. Users must navigate to a profile, locate the link, wait for it to load, and then sift through options to find what they need. This friction leads to lower conversion rates.

Specialized platforms, including Manychat, simplify and supercharge this journey. Brands and creators can prompt users to "send a DM with a keyword to schedule a consultation." This action immediately triggers a conversation where automation takes over—collecting contact information, qualifying leads, registering users for webinars, sending relevant links, and tracking engagement—all within the native chat interface. These solutions have proven to boost engagement and conversions significantly—sometimes doubling or even tripling results compared to traditional methods.

Such innovations are reshaping how creators and brands market, sell, and build lasting customer relationships. And as messaging becomes the core of communication, one more layer is rapidly transforming its potential: artificial intelligence.

Smarter Chats, Better Service: AI's Role in Messaging

AI is quickly becoming the driving force behind the next generation of customer conversations—right within the messaging apps people use every day. This technology empowers brands and creators to automate, personalize, and scale, delivering seamless service to a global audience without the limitations of time zones or staffing.

Today, many messaging platforms support direct integration of AI-powered chatbots. Tools like the WhatsApp Business API and Telegram Bot API allow companies to embed intelligent systems that can interact with users in real time. These bots handle everything from answering frequently asked questions to recommending products, sending updates, and even processing transactions.

The impact is undeniable: in 2024, 82 percent of consumers said they would rather interact with a chatbot than wait for a live customer representative. Even more striking, 96 percent of respondents felt that businesses should prioritize chatbots over traditional customer support services, signaling a clear shift in consumer expectations.

So, how did we get here—and where is this heading next?

To answer that, it's helpful to look at the evolution of AI in messaging. The first stage was fully manual—every customer inquiry required a human to respond, one message at a time. The second stage introduced simple automation: rule-based flows that reacted to keywords or triggered replies for questions like "What are your hours?" or "Is there a discount?"

Now, with the rise of large language models, messaging is entering a third, far more advanced stage. Businesses and creators no longer need to build every automation from scratch. Instead, they can provide an AI system with comprehensive context—guidelines, customer history, product details, and integrated tools—and let the AI handle the rest. AI models can interpret user intent, make decisions in real time, and deliver hyper-personalized experiences based on behavior, preferences, goals, and past interactions.

Many companies are already leveraging this leap forward. For instance, Manychat recently launched Manychat AI, a tool that helps businesses and creators qualify leads, automate support, and respond to inquiries intelligently. Looking ahead, AI will be able to handle even more complex tasks—from scheduling appointments to managing orders—while adapting its tone and approach to each individual user. As a result, businesses and creators will gain efficiency and better conversion rates, while customers will enjoy smoother, faster, individual journeys—from first touchpoint to long-term loyalty.

Crafting Conversations That Matter: Best Practices (and Pitfalls to Avoid)

Creating lasting customer relationships through social and messaging apps is about building trust through consistent, relevant, and interactive communication. Here's how brands can design such experiences:

1. Start with Smart Onboarding. Use messaging apps to welcome new customers with guided, interactive introductions. Whether it's an AI chatbot that helps them explore products, a short quiz to personalize recommendations, or a quick start guide, onboarding via chat can be fast, helpful, and engaging.

2. Make Messaging Part of the Entire Customer Journey. Integrate it across all touchpoints:

• Pre-sale: Answer questions and offer recommendations.
• During sale: Guide customers through checkout or help with payment issues.
• Post-sale: Send updates and care tips.

3. Personalize Engagement at Scale.Messaging platforms—when paired with AI, automation, and contextual data—allow creators and businesses to respond based on who's reaching out and why. First-time visitors might receive a warm welcome and introduction, while returning users can get updates or early access offers. The more relevant the conversation, the stronger the connection.

4. Invite Feedback and Act on It. Messaging apps are ideal for low-friction feedback collection. Short surveys, emoji-based ratings, or simply asking, "How did we do?" at the end of an interaction opens the door for improvement and shows customers their voice matters.

5. Use Messaging to Build Micro-Communities. From loyalty programs to product testing groups, brands can use private messaging channels to give select customers access to exclusive content, early drops, or insider updates. These initiatives foster loyalty and create advocates who feel seen and valued.

Also, be sure to steer clear of these three common pitfalls:

1. Avoiding Automation and AI Tools Out of Fear. Some teams hesitate, assuming it's too complex or technical to implement. But modern tools make setup incredibly simple—often just a few clicks. Avoiding automation means wasting time on repetitive manual responses, missing out on leads, and slowing down the customer experience. Embracing it frees you to focus on what really matters: the creative or strategic parts of your business.
2. Making Messaging Too Formal or Impersonal. Messaging is inherently casual, fast-paced, and conversational. Treating it like a traditional marketing channel—overly formal, stiff, or generic—can turn people away. The most effective messaging strategies feel personal and playful. Use natural language, emojis, and an authentic tone. Think of it as a real conversation, not a campaign. Getting this right often requires thoughtful copywriting and the right creative mindset.
3. Underutilizing the 24-Hour Window. Platforms like Instagram, WhatsApp, and Messenger offer a valuable 24-hour window after someone interacts with you. A common oversight is sending only one response, then letting the opportunity lapse. Instead, use this window to send helpful follow-ups: share a reminder, offer more value, or answer a lingering question. Proper follow-up messaging can increase conversion rates by 10–20%, making this a critical piece of the automation strategy that's often overlooked.

Final Thoughts

Messaging apps—and social platforms with built-in messaging capabilities—are rapidly evolving into essential tools for customer interaction. With increasingly powerful APIs and AI-powered automation tools, they now offer capabilities that far surpass what's possible via traditional routes. We're already seeing businesses run entire customer journeys through platforms like Instagram and WhatsApp, signaling a broader move away from email as the default engagement channel. That's not to say email is disappearing—it still holds value as an independent channel—but the most meaningful, high-impact conversations are happening outside the mailbox.

This shift represents an exciting opportunity. By embracing social and messaging platforms and the automation tools available, businesses and creators can build deeper, more personal relationships with their audiences, at scale, in real time, and in the environments where customers feel most comfortable.