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Celebs turn to chat apps as cozier alternatives to Twitter, Facebook, with Rebecca Lieb in Los Angeles Times

Altimeter Group

Rebecca Lieb as quoted in Los Angeles Times:

With 21 million people following her on Facebook and 18 million on Twitter, pop singer Ariana Grande can't personally chat with each of her loves, as she affectionately calls her fans.

So she and many other stars are spreading their messages through new-style social networks, via mobile apps that are more associated with private, intimate conversation, hoping that marketing in a cozier digital setting adds a breath of warmth and a dash of personality. It's the Internet's equivalent of mailing postcards rather than plastering a billboard...

The apps threaten to siphon advertising dollars from the social media leaders, which are already starting to see chat apps overtake them as the most-used apps on smartphones, according to Forrester Research. Chat apps "demand attention," said Rebecca Lieb, an analyst at the consulting firm Altimeter Group...

Read the rest of this article on Los Angeles Times.