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How chat apps can engage new, hard-to-reach audiences

The Tow Center for Digital Journalism’s research on chat apps highlights how major news organizations have used various messaging apps to reach mobile audiences.

The Tow Center’s report on chat apps opens with a key fact:

“Messaging apps now have more global users than traditional social networks—which means they will play an increasingly important role in the distribution of digital journalism in the future.”

The report also makes a number of key findings, including that the rising use of messaging apps offers news organizations a strong opportunity to engage new or difficult-to-reach demographics, specifically millennial audiences.

“For example, Snapchat, a very popular app among millennials, has been credited with engaging and informing young audiences on complex issues like the Iran nuclear deal.”