Going Back To Marketing Classes At WhatsApp University

Going Back To Marketing Classes At WhatsApp University
WhatsApp is one of the most amazing products with great potential, but it is one of the least used platforms for marketing and communicating with colleagues.

Since its inception, WhatsApp, Hike, Messenger, WeChat, etc. integrated with other rich-format messaging applications such as Over time, the platform began to attract brands to experiment with the platform, and much can be attributed to technology improvements. By introducing new features. As a consumer, I have come across this trend in WhatsApp messages from consumer electronics, travel and hospitality, banking, lifestyle and many other brands.

But as the industry slowly transitions to the platform, the key question isn't just how to connect WhatsApp's bulk messaging API to calls to action. WhatsApp will soon become a widespread consumer engagement and mass promotion mode. The big question is how to tap into the hidden potential of WhatsApp to achieve virality of content through the platform.

The power of WhatsApp

Marketers often measure performance using specific KPIs such as impressions (time), active users, time on platform (presence), open rates and engagement rates.

Some of them are better suited for social networking sites and others for email marketing. I unexpectedly found this interesting graph of the most popular social networking sites which listed WhatsApp as one of the social networking sites.

The image below shows the strength of the platform in the country. In 2021, there were approximately 1.2 billion mobile subscribers in the country, of which approximately 60% used smartphones. Reports show that WhatsApp has an open rate of 95%, which is excellent compared to the 13-20% open rate for email and other messaging-based messages.


Today, WhatsApp has gone beyond a messaging app; With WhatsApp Pay, WhatsApp Status and WhatsApp Business, the tool is more than just a social media app. It wasn't until 2021 that WhatsApp opened up its API to businesses, allowing companies to use the platform and engage with their existing customer base. This platform helps brands reach their target audience, build effective customer relationships and generate qualified marketing leads for sales.

WhatsApp Business is actually a paid service with tiered pricing. Brands "Join now", "I want to renew", "Subscribe" etc. can send promotional messages with specific calls to action such as Due to privacy laws, brands must obtain consent from the customer before sending messages using WhatsApp for Business, and there are several ways to achieve this.

As a consumer and merchant I also open and read these messages. Given this pattern there is a very high open interest potential. And this approach is conducive to mass marketing and promotional agendas. However, building thought leadership and building reputation requires a different approach – something taught at WhatsApp Universities.


WhatsApp University

Yes, there is no WhatsApp University. This event discovered the power of our network effect and the virality of content. Perceived trust and credibility are associated with messages sent from a saved contact, even if they have been marked as forwarded multiple times.

This gives brands the opportunity to build brand awareness through implicit trust, and replicate this phenomenon with brand-based content that engages and educates consumers on specific topics.

In 2015, while working as a marketing assistant at a food technology company, I thought I would create viral content using WhatsApp. We've compiled a short list of seven steps to beating diabetes in an infographic to share on World Diabetes Day.

Due to resource and technology limitations, we are unable to track or measure campaign effectiveness. But it was an interesting training for the whole team.

An important caveat in this exercise is intention. Maintaining a content-neutral and educational tone is key to keeping brands committed to their goals by putting consumers and consumers' interests first. It's important to understand what customers are looking for before you change existing content. I always say connect and provide the answers your customers are looking for.

We often worry about sharing our side of the story, remembering whether or not it will engage the audience. Everyone is looking for information. WhatsApp content marketing is a great way to proactively reach your target audience when they are looking for answers.

If you are applying to WhatsApp University, go to class.

  • Posted on April 14, 2023 at 08:13 IST

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