Growth of private messaging services has easily outpaced growth of traditional social platforms in recent years. Messaging has its own rules and norms, distinct from other forms of social media. Intimate, behind-the-scenes glimpses of people and places — not polished ad copy — are the new lingua franca in the social media world. Tencent long ago saw the limits of a one-to-many social media model reliant on advertising and today earns only 17% of its revenue from ads. The big takeaway for brands is that the rules, both written and unwritten, of social media are changing.

Source: Forbes April 17, 2019 19:07 UTC