WhatsApp for marketing

WhatsApp for marketing – how to gain first mover advantage 

At our last Horizons in the Summer we touched on how brands could start incorporating WhatsApp into their marketing. 

WhatsApp Channels and Communities provide a potentially exciting opportunity for marketers by offering direct ways to engage audiences in a space they already trust and use daily. WhatsApp can potentially go further than traditional social channels and provide a real-time environment, giving brands the chance to build stronger connections with customers.

But getting in early and building trust and loyalty will be important, no doubt once it is a more of a mainstream comms channel, it will become more congested.  So building a sense of community and offering value now, will pay dividends in the future.

Channels allow businesses to broadcast updates, promotions and exclusive content to followers in a dedicated feed. With no distractions from user replies, brands can deliver high-impact messaging such as product launches, flash sales or mini case studies straight to their audience’s phones. Our recommendation is for concise, visual content that feels exclusive and builds anticipation.

 Communities, on the other hand, provide a powerful tool for creating engagement and loyalty. Businesses can generate conversation, share tailored content and provide support in a way that feels collaborative. This creates opportunities for peer-to-peer sharing, feedback loops and niche segmentation, while at the same time positioning the brand as a leader and facilitator.

For B2C marketers it offers an effective solution for cart abandonment and a opportunity for a personal touch.

For B2B marketers, WhatsApp can offer new ways to connect with partners, clients and prospects. Communities can serve as hubs for industry knowledge-sharing, best practices and networking, while Channels provide a direct line for thought-leadership content, timely comments on topical issues and event promotion.

There are some notable case studies already, companies that have embraced WhatsApp have seen really strong results. Indian lifestyle fashion retailer, Tata Click, has extensively used WhatApp for flash sales and has seen revenue boost of up to half a million dollars on launch with engagement rates over 50%.  Skull Candy has seen a 50% reduction in cart abandonment using WhatsApp and men’s clothing retailer, Percival has made great use of WhatsApp for its super user programme, even raising £1m through it. 

We are still in the phase where first mover advantage is significant so get in touch to discuss how WhatsApp could work for you –and join our WhatsApp channel!