When thinking about social media platforms, the first ones that come to mind are generally Facebook, Twitter, and Instagram. Still, there are many more social networks available than those three these days, and they are worth giving some attention to. WhatsApp is a messenger app that has become popular, and it is being used for marketing purposes. While it may not seem like a platform that allows for advertising, it may surprise you to learn that it is a great platform for marketing.

What is WhatsApp?

WhatsApp is an app that uses your phone’s internet connection to allow you to message other users without having to pay for text message charges. You can also make voice and video calls on it and share images and files. It is especially popular in areas with high text messaging fees, like Mexica and Malaysia; it is the most popular alternative to text messaging in about 55 percent of the world.

Using WhatsApp

The app is supported on most mobile phones, and it can be used on the internet and computers too. After you have it installed on your phone, it will go through your contacts list and show you a full directory of everyone in your address book that has a WhatsApp account, unless their privacy settings say otherwise.

You can use it for talking to people one-on-one, but there are also two other ways you can use it. You can send a message to up to 256 people at once, either in a group message or a broadcast message. A group message is where everyone can see everyone else’s responses, which many people find irritating. The broadcast messages are a great solution to that; you put together a list of everyone you want to share a message with, and they all receive it individually. They also will not see any of the other people included in your broadcast.

WhatsApp for Business

Now that we understand the basics of WhatsApp, let’s talk about how exactly you can use this app for marketing.

Many of your customers are probably already using the WhatsApp, so it makes sense to turn to it for marketing. About 67 percent of those who use messaging apps like this say they prefer brands that they can communicate with directly, and 53 percent said they are more likely to shop with a business that they are able to message directly (1).

WhatsApp does not currently have advertising space available for sale, nor does it have any features available specifically for businesses, so you need to think outside the box to use WhatsApp for your marketing strategy.

Since they do not currently offer business accounts, if you are setting up a WhatsApp account for your business, your account will have to be tied to a single, specific phone number; so you will not be able to use your large scale tactics with this app. Since this is a messaging app, not your usual post and share platform, users tend to find it more personal. WhatsApp marketing campaigns need to respect and reflect that this is more personal and that you will need to build trust and get creative.

Brand Persona

One great way to set up your WhatsApp marketing is to create a brand persona who can interact with users. Absolut Vodka is one of the earliest success stories in WhatsApp marketing. In 2013, Absolut was launching its new Absolut Unique product, and it turned to WhatsApp to market it. The company promoted a contest where people could win tickets to the launch party in Argentina; there were only two tickets available. To enter, you had to go on WhatsApp and talk to Sven, the bouncer persona Absolut had created for the event. Users had to convince Sven of why he should let them attend the party. Over 1,000 photos, videos, and audio messages were sent to Sven to persuade him to let people attend the party. The campaign was a huge success, and it helped foster brand awareness.

Offer help to inspire new uses for your product

In 2014, Hellmann’s in Brazil wanted its users to think of mayonnaise as more than just a condiment; they wanted it to be seen as a cooking ingredient. They asked visitors on their sites to submit their phone number and a photo of what they had in their refrigerator. A real chef would then contact the person on WhatsApp, who had come up with a recipe based on the ingredients in their refrigerator and Hellmann’s. The chefs would teach the users how to prepare the meal, using photos and videos; people spend about 65 minutes interacting with the brand in this way. The brand had 13,000 participants, 99.5 percent of whom said they approved of the service. Hellmann’s expanded this service to Argentina, Chile, Paraguay, and Uruguay.

Personal Shoppers

In 2017, Yoox created a personal shopping team for WhatsApp to give them a more personal experience. The brand made €80,000 from their WhatsApp personal shopper test. They then began looking at new ways to branch out with this service (2).

This is a method that many clothing brands can use, especially if they already use personal shoppers. In fact, because of COVID-19, we might be seeing an uptick in this kind of personal shopping in the future, since it allows consumers to get a shopping experience without having to leave their homes.

Conclusion

While WhatsApp marketing is still relatively new, it is something that is going to continue developing and expanding over time, so it is important for brands to consider ways to use the messaging app for their marketing needs. Seattle Digital Marketing is here to help with all of your marketing needs. Contact us today to learn more!