Super Apps and the Future of PR: How Brands Can Thrive Without Losing Control
Your audience discovers your brand, engages with it, and even buys something all without leaving a single app. That’s super apps. By 2026, they’ll reshape how PR and marketing work across Asia. However, when you play inside someone else’s ecosystem, are you winning? Or are you just giving them control over your brand? Platforms like WeChat, Grab, TikTok, and Instagram are becoming all-in-one ecosystems: social, commerce, entertainment, messaging. For brands, this is a massive opportunity and a trap if you’re not careful. Being present isn’t enough. You need to play smart. Why Super Apps Matter for PR and Marketing Super apps aren’t just convenient; they’re controlling the entire customer journey. In China, South Korea, and parts of SEA, apps like WeChat and KakaoTalk already run the show. Soon, most Asian consumers will experience brands primarily through these apps. The benefit: reach, speed, engagement. The cost: ownership, visibility, and control. Key Features You Can...