WhatsApp is a Growing Social Platform, What is its Digital Marketing Potential
WhatsApp is the world’s #1 messaging application, exceeding the popularity of iMessage, Facebook Messenger, and other competing software. The app shows no signs of giving up dominance in this market which has led the digital marketing world to take notice. What if a company could take this platform and spin it into something that could generate clicks?
A little history about WhatsApp
WhatsApp was founded in 2009 as a means of sending text messages, photos, and voice messages through the Internet by encrypted means. In 2014, WhatsApp was acquired by Facebook for an estimated $19.3 billion which at the time made it the most popular messenger app of all-time. In countries like Brazil, India, Pakistan, the UK, and France, it continues to be a preferred method of communication.
WhatsApp consumer statistics
WhatsApp as a potential digital marketing opportunity and social media platform should be evaluated on its consumer base and its use. Here is a little bit about what we know in terms of WhatsApp user behaviour.
WhatsApp has more than 1.6 billion monthly active users which is comparable to social platforms like Facebook and Instagram. More than 180 countries are represented in WhatsApp’s user base, and in 133 of these, it is the primary one-to-one messaging application.
Every day, over 100 million videos and 700 million photos are shared on the app.
WhatsApp’s messaging system handles more than 10 billion messages every day, which many have compared to WhatsApp being to SMS messaging what Skype is to video conferencing and international calling.
WhatsApp users spend more than 340 million minutes on video calls every day on the app.
The country with the most consumers on WhatsApp is India, with more than 10 percent of the app’s worldwide users.
WhatsApp is also incredibly popular in Israel, with it installed on approximately 92% of smartphones and with up to 86% of these reporting daily use.
Why marketing on WhatsApp makes sense
Chat apps have been in use for over 20 years and in the lives of modern consumers, they are unforgettably important. WhatsApp is an ad-free app currently although the software’s making changes to bring in new features, potential chatbot integration, and with further marketing opportunities.
While most brands ignore WhatsApp as a potential digital marketing channel, there’s no denying the user base is big and so is the potential. Unfortunately, how to use this channel isn’t yet clear. WhatsApp strategies in marketing can come across as spam or interference with what the application’s for. Here’s a little more insight into how you may be able to launch a branded campaign.
The Toyota WhatsApp case study
How does one run ads on an ad-free platform – well, you don’t. That said, savvy and creative digital marketers have already been turning WhatsApp on its head, using it to find and support customers.
Using WhatsApp in a digital marketing campaign in 2012, Toyota launched a contest. To participate, users had to include the word ‘Hybridized’ in their WhatsApp status. Then, registered users were added to a weekly ballot to receive an iPhone. The result of this was Toyota mentions across thousands of users’ statuses.
What about launching a messaging marketing campaign through WhatsApp?
Apply an email marketing campaign into WhatsApp. This is another way to exploit this growing platform. Instead of acquiring subscribers via email, ask for their mobile number to send them messages via WhatsApp.
Compared to traditional email marketing, a similar messaging strategy on WhatsApp results in decreases of up to 90% in lapsed subscribers and an increase of 40% in message open rate. A strategy like this may not be right for every business but for the ones it is perfect for, you can’t argue with results.
Using WhatsApp features to engage your consumer base
WhatsApp features can be used to increase brand awareness, get clicks, and share marketing messages. The status feature allows a user to upload statuses which disappear after 24 hours. Brands have used statuses like this to announce a sale or offer to customers. Other companies with brick-and-mortar representation have encouraged users to take a screenshot of a status update or related QR code and to receive a discount on purchases.
Another great opportunity WhatsApp has is the chance to share locations. For enquiring customers seeking to connect in person with you, a brand can ping them their physical location. The user can then open it in Google Maps and go from there. WhatsApp recently launched WhatsApp business which is a sort of customer service-oriented messaging app for companies seeking a way to connect via SMS to their clientele. You may be able to program a chatbot within this context.
Frequently Asked Questions about Digital Marketing on WhatsApp
1. What is WhatsApp's reach in terms of user base?
WhatsApp has over 1.6 billion monthly active users worldwide, with over 180 countries participating. India is its largest market, with over 10% of total users. It is the leading messaging app in 133 countries.
2. How does WhatsApp compare to other messaging platforms?
WhatsApp outperforms IMessage and Facebook Messenger, handling over 10 billion messages daily.
3. Why is WhatsApp considered a valuable tool for digital marketing?
WhatsApp’s large user base and high engagement make it a great tool for marketing, as shown by campaigns like Toyota’s.
4. What are some effective marketing strategies on WhatsApp?
WhatsApp is ideal for personalized marketing, offering opportunities for businesses to engage in one-on-one communication with customers. Companies can use it for customer support, direct promotions, and community-building efforts. Integrating WhatsApp into email marketing campaigns, for example, can drive higher engagement and reduce subscriber churn by providing a seamless, direct line of communication.
5. Can businesses use WhatsApp for customer support?
Absolutely! WhatsApp’s real-time messaging system is perfect for businesses that want to provide instant customer support. It enables businesses to quickly address customer inquiries, provide updates, and resolve issues, enhancing customer satisfaction and loyalty. Its use helps businesses foster better relationships by offering a more personal and direct communication channel.
6. Is WhatsApp suitable for all types of businesses?
While WhatsApp can benefit many types of businesses, its effectiveness depends on the target audience and the nature of the products or services. For businesses with a younger, tech-savvy customer base or those in industries that require frequent communication (like retail or services), WhatsApp can be a valuable tool. However, businesses must consider whether their audience prefers using WhatsApp for communication before fully integrating it into their marketing strategy.
7. What are the risks of using WhatsApp for marketing?
The primary risk of using WhatsApp for marketing is the potential for it to become intrusive or spammy if not handled carefully. Businesses need to make sure they obtain consent before sending messages and offer valuable content. Over-communication or irrelevant messages could damage a brand’s image and turn customers away, so it’s essential to maintain a balance.
8. How can WhatsApp enhance customer engagement?
WhatsApp provides several features that can boost customer engagement, such as WhatsApp Status, which allows businesses to share real-time updates, promotions, and behind-the-scenes content. By using WhatsApp’s multimedia features, businesses can connect with customers in a more authentic way, fostering stronger relationships and enhancing brand loyalty.
9. What role does WhatsApp play in mobile marketing?
As smartphones continue to dominate, businesses can reach their customers directly through WhatsApp, sending timely, relevant messages straight to their phones. Whether it's for promotions, customer support, or updates, WhatsApp enables businesses to stay connected with customers wherever they are.
10. What are the future prospects of WhatsApp in digital marketing?
WhatsApp is set to grow even more as a key tool in digital marketing, with new features and an expanding user base.
Preparing today for WhatsApp marketing in the future
WhatsApp marketing is going to be a thing, with adverts in message set to launch in 2020 and Facebook looking to further monetize the app in the future. In time, WhatsApp could resemble Instagram in some ways. If this does happen, one can only imagine the limitless potential of already having some momentum on the platform.
Furthermore, WhatsApp is very much a worldwide app. If you’re seeking customers locally, you may not have so much luck with. If you’re an eCommerce brand in digital marketing shipping internationally, WhatsApp could work wonders. All this aside, the platform is really just starting to open itself up to businesses, advertising, and digital marketing. It remains to be seen how the integration of ads and digital marketing will affect the user base and consumer behaviour. Regardless, WhatsApp remains an important platform that we have our eye on and we think brands marketing nationally or internationally should keep tabs on as well.
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