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The Rise of Private Messaging: Why Users are Opting for DMs Over Public Posts


Woman looking through DMs on her social media

Social media is changing, with users increasingly opting to share updates through intimate circles within direct messages (DMs) instead of posting to their public feeds. This shift is largely driven by the divisive nature of conversations within social apps, with political and topical discussions leading to arguments that cause more angst than it's worth. As a result, people are turning towards private sharing, leading to a significant shift in focus for social apps like Meta.


Meta is leaning into this trend, with new features like 'Channels' on Instagram and the re-integration of Messenger into the main Facebook app. These changes have big implications for the way people interact across these platforms. While social feeds are still solid options for reaching your audience, brands should consider incorporating DMs into their marketing strategies to provide more ways for customers to message them directly.


As Meta makes a bigger push on DM interaction, post engagement will inevitably be impacted, as people increasingly share in private as opposed to commenting. Brands should be aware of this shift and adjust their metrics accordingly.


So how can you as a brand use DMs in your marketing strategy? Here are a few of our top tips:


  1. Provide customer support: DMs can be a great channel for providing customer support, as they allow for more personalised and direct interactions. Brands can use DMs to answer customer questions, resolve issues, and provide support.

  2. Share exclusive offers: Brands can use DMs to share exclusive offers or promotions with their followers. For example, you can send a DM to a customer who has previously shown interest in a particular product or service, offering them a special discount or promotion.

  3. Send personalised messages: Brands can use DMs to send personalised messages to their customers, such as birthday wishes or personalised recommendations based on their interests or purchase history!

  4. Conduct market research: DMs can be a great channel for conducting market research and gathering feedback from customers. Brands can use DMs to ask customers for their opinions on new products or services, or to gather feedback on their overall experience with the brand.


The rise of private messaging has changed the way we interact on social media. Users are turning towards DMs instead of public posts due to the divisive nature of conversations within social apps. Meta is leaning into this trend, which has big implications for the way we interact across Facebook and Instagram. Brands should consider incorporating DMs into their marketing strategies to provide more ways for customers to message them directly - how will this affect your social media marketing strategy?

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