By Lisa Cox

Have you ever had a live text conversation with someone and wondered whether you should just call them? There’s a good reason why you don’t.

Contrary to popular belief, millennials and late Gen-Xers aren’t a disengaged bunch. They’re actually so engaged they prefer the mix of emoji, memes and video clips that make electronic interaction more thorough than a simple conversation.

Public relations professionals can leverage the use of various apps for storytelling because social media often obeys the accuracy – brevity – clarity – audience rule of communications. This is one of many factors that make social media the medium of choice for perpetuating conversations and developing a culture for your brand.

The rise of these enhanced messages is due in large part to Snapchat, which has displaced Twitter as the third-most heavily used social media platform among users aged 18 to 34, behind Facebook and Instagram.

Snapchat allows users to add animations to photos, videos and messages, then send that content to specific audiences. Enhanced messages allow for deeper connections with younger audiences.

Say hello to the ultimate brand ambassadors. They view a message, send it to their preferred audience and, in so doing, extend the conversation about that brand.