When it comes to advertising, businesses often struggle with targeting their audience at scale. And while traditional channels like TV and print have seen a decline in recent years, digital advertising has grown — and continues to grow. A report from eMarketer predicts that by 2021, digital advertising in the U.S. will reach nearly $100 billion. As usage of social media apps continues to increase among users worldwide, brands have found unique ways to advertise on these platforms. One such app is WhatsApp, which has over 1 billion monthly active users worldwide. With so many people using this app for communication, businesses are taking advantage of its targeting capabilities for advertisers. Read on to learn how businesses are using WhatsApp as an advertising channel and what you should know if you’re interested in doing the same.
What’s driving the growth of digital advertising?
Digital ad spend has seen steady year-over-year growth over the past decade and is expected to continue the trend through 2021. There are a few key reasons driving this growth: - Increased spending on mobile advertising. People spend more time on mobile devices than on any other platform, including TV. Mobile ad revenue is expected to account for over 60% of all digital ad spending by 2021. - Stronger ad tech and growth in programmatic advertising. The rise of cross-device and cross-platform advertising has enabled advertisers to reach more people. Programmatic advertising has also made it easier for businesses to buy ads across multiple channels. - Heightened focus on video ads. Video ad spending is expected to account for over 40% of all digital ad spending by 2021. From social to TV, video ads are increasing in popularity throughout different platforms.
Why WhatsApp is a lucrative channel for advertisers
WhatsApp is one of the most popular messaging apps in the world, used by over 1 billion people every month. As a communication app, users on WhatsApp are likely to see ads — and are willing to engage with them. Other features that make WhatsApp an attractive platform for advertisers include: - The ability to use automated quick response codes and call-to-action buttons. - Advanced targeting and segmentation features. - An engaged user base. The average user spends over 50 minutes a day on the app. - The potential to expand your reach globally. Unlike other social media channels, WhatsApp is used in almost every country in the world.
How businesses are using WhatsApp to reach consumers
A quick Google search will reveal a variety of businesses using WhatsApp as a marketing channel. There are two main ways brands are using WhatsApp to reach their customers: 1. Sending coupons and special offers. Businesses are finding that by sending coupons and special offers via WhatsApp, they can create a sense of urgency. 2. Engaging users with informational content. WhatsApp has become a helpful marketing channel for businesses that want to send informative content to their customers. This content can be used to drive foot traffic to brick-and-mortar stores and answer questions about products. These two uses for WhatsApp have become so commonplace that businesses have started to create automated marketing channels. Many of these automated bots send users pre-written text and images. This has caused some controversy around the use of these bots, but WhatsApp has since taken steps to limit their use.
Whats ads Platform: What to know before you advertise
When you’re considering advertising on WhatsApp, there are a few things you should keep in mind: - Know your target audience. Before you create an ad on WhatsApp, think about your target audience. Are you trying to reach a specific age group? Do you want to reach both men and women? Knowing your audience will help you create a successful ad. - Observe the rules. WhatsApp has rules that prohibit certain types of ads, including ads that are false or misleading, promote certain products, or target children. Be sure to observe these rules when creating an ad. If you’re unsure whether your ad adheres to WhatsApp’s rules, reach out to their team for guidance. - Find the right partner. Once you know your target audience and have an idea for an ad, you’ll want to find the right partner to help you create it. While WhatsApp offers tools to help you create ads, it’s important to find a partner with experience in digital advertising. Using a partner with experience in creating successful ads on this platform can help you avoid making mistakes.
Bottom line
While digital advertising isn’t without its drawbacks, it offers brands a unique opportunity to connect with their customers. WhatsApp offers brands a way to engage with users on a personal level and send them information that is relevant to their interests. With a few caveats, businesses can create successful ads on this platform, reaching massive audiences and growing their brand in the process.
