WhatsApp has recently made headlines by announcing its new Status feature, modeled after Snapchat’s Stories. In a previous post, we’ve discussed how Snapchat has been proven to be invaluable for influencer marketing due to its authentic and spontaneous content. WhatsApp’s decision to add its own Status feature could possibly serve as another cost-effective avenue for digital influencers and brands but with better results and metrics.
WhatsApp Status allows users to post customized photos, videos, and even gifs, for a period of 24 hours that everyone on their contact list can view. However unlike Snapchat, WhatsApp will allow its users to selectively exclude who can view their Status. Users will be able to post multiple updates, allowing them to create a narrative of their day. In addition, WhatsApp has allowed users to see who and how many people have viewed their Status. However, it’s important to note that WhatsApp has yet to enable public accounts, meaning only those contacts manually added can see your Status. There is an enormous potential for digital influencers and brands to create their own public WhatsApp Status in the near future.
WhatsApp’s Status will be a formidable force given that the company has already established itself as a successful messaging and call application with over 1.2 billion monthly active users. While Snapchat may be popular with the millennial demographic (45 percent of its users are 18 to 24), WhatsApp’s core demographic is older and more global. In fact, in 2014, at least half of mobile internet users were active on WhatsApp in 26 countries. Introducing the new Status feature on WhatsApp will expose older users to this tool, and influencers and brands may soon be able to expand their reach to a relatively untapped global market.
In terms of advertising, WhatsApp may follow Snapchat’s footsteps and incorporate deep-linking into their Status feature. WhatsApp likely already has an edge on analytics as a result of its recent acquisition by Facebook, which is known for its comprehensive analytic measurement system.
WhatsApp’s new Status feature will soon give influencers and brands another cost-effective and international alternative to Snapchat’s Stories. WhatsApp’s impressive pre-existing user base and excellent messaging system could potentially eliminate Snapchat’s relevancy all together in the near future. It won’t be long before you see popular digital influencers and brands on WhatsApp for their next campaigns.
If your brand would like to strategize on how WhatsApp’s new Status feature can benefit your latest campaign, contact us today!