WhatsApp, one of the most popular messaging platforms in the world, recently launched an exciting tool called Channels under the umbrella of Meta.
This new functionality promises to open new horizons of interaction and experience for both brands and content creators.
In this article, we'll explore getting started with WhatsApp Channels, discuss how brands can make the most of them, and how creators can take advantage of this exciting new feature.
First Steps on WhatsApp Channels
The debut of WhatsApp Channels was marked by the presence of big names. Mark Zuckerberg, the founder of Meta, personally opened his own channel on whatsapp database the platform, promising to share news related to WhatsApp and other applications in the Meta family, such as Facebook and Instagram.
In Brazil, this tool arrived prominently , with notable channels such as Conmebol Libertadores, the Ministry of Finance and the charismatic presenter Luciano Huck. Furthermore, media outlets such as TV Globo and Netflix are already using this functionality to share exclusive content. These first steps clearly indicate the potential of Channels to drive interaction between brands, creators and the public.
How Can Brands Leverage WhatsApp Channels?
With the high penetration of WhatsApp among Brazilians, this platform is proving to be a fertile field for brands. Until then, interactions were mainly focused on customer service strategies, but with Channels, the opportunities expand significantly.
Gabriel Borges, co-founder of Ampfy, highlights that Channels allow brands to build their own audiences and establish direct interaction channels with consumers to distribute content. This opening up of possibilities ranges from promotions to branding, activation and content creation, providing a new dimension to direct marketing.
Julia Vianna, director of strategy, data and reputation at Bold, highlights the importance of dialogue in Channel strategies. She believes that, if used properly, these Channels can be instrumental in building important direct marketing assets.
However, Julia warns that brands' rush to join Channels can result in an excessive volume of notifications for users, emphasizing the need for a careful and strategic approach.
WhatsApp Creators and Channels
WhatsApp Channels also open a new front of communication for content creators. Just like on other social networks, creators can take advantage of this tool to connect with their audience in a unique way.
Fabiana Baraldi, Director of Planning and Social Insights at Innova AATB, notes that some influencers are already developing a specific language for these Channels.
It is essential to understand that each platform, including WhatsApp Channels, has a complementary role and should not be a simple replication of others. Identifying the desired role for Channels will be crucial for both creators and businesses that want to stand out and create meaningful experiences for their audiences.
WhatsApp Channels represent an exciting opportunity for brands and creators to engage deeper and more meaningfully with their audiences. With the ability to create communities and offer exclusive content, Channels have the potential to become a fundamental part of marketing and communications strategies.
However, it is crucial that brands and creators approach this new tool with a focus on dialogue and quality of interaction, avoiding overwhelming users with excessive notifications.