Get ready for advertising on WhatsApp
The ads would go in the statuses, like on Instagram, but we will not see them until 2020.
For some time it was rumored that Mark Zuckerberg, CEO of Facebook, owner of WhatsApp, intended to install an ad system for this social network. This was confirmed at the end of May during the Facebook Marketing Summit event, in Rotterdam, Holland.
The fact is that Zuckerberg has spent several years working at Facebook and understands perfectly how to make a leading free application profitable. He also observed that the Instagram Stories formula worked very well and that more than 500 million people share their stories in the “statuses”. All this combined gave him the little push he needed to make the new advertising feature WhatsApp will offer a reality.
Although we will not see advertising land on the instant messaging network until 2020, it is interesting to understand what the new sales possibilities will be like.
Old acquaintances
The advertising would be in WhatsApp’s statuses (stories) and it would work similarly to Instagram, where after viewing a certain number of statuses, an ad appears.
To reach it, the user will have to swipe their finger across the screen to end up on the website of the company advertising through a video or photo with a link.
Besides the placement where the ads will be shown, it was learned that they will be able to be bought from Facebook’s advertising catalog. That is, brands will keep operating in an environment they already know, the social network’s ad manager, and with the benefit of greater integration between the different channels.
How to make the most of this new feature
Bearing in mind that the new WhatsApp ads will work, for now, very similarly to what already happens on Instagram, those who want to start thinking about exploiting this new feature will have to consider creating graphic pieces or videos with great visual impact. This will make the network’s user pay attention to us and not skip us instantly to keep watching their friends’ content.
Setting objectives for the new campaigns and configuring them correctly, just as we currently do on Facebook, will be another of the points we will have to watch out for. Having greater reach and not saturating the market by setting limits on viewing frequency will let us reach our audiences in a friendlier way.
Finally we will have to think about the story we want to tell, make the most of how long the status lasts and all the functions advertising on WhatsApp offers in order to be creative and produce ads that stay in users’ memory or encourage them to buy.
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