As news publishers grapple with volatile referral traffic from traditional social media platforms, WhatsApp Channels have emerged as a promising avenue to engage audiences directly.

Launched globally in September 2023, WhatsApp Channels enable publishers to share updates, links, and multi-media content with subscribers without the noise of algorithmic feeds.

The uptake for Echobox’s recent WhatsApp integration is testament to the enthusiasm that much of the industry feels toward the platform. But it also speaks to the constraints on growth imposed by a difficult and often manual workflow.

So, what are the pros and cons of the platform, and how have publishers found success?

The shift toward direct engagement

The Reuters Institute’s 2024 Digital News Report highlights a significant trend: Publishers are increasingly focusing on platforms like WhatsApp to build direct relationships with their audiences. This shift is driven by the need to reduce dependence on platforms like Facebook and X (formerly Twitter), which have seen a sharp decline in news referral traffic since 2023.

WhatsApp’s vast global user base — more than 2 billion users — provides an opportunity for publishers to reach audiences in regions where the app is deeply integrated into daily communication, making it an ideal platform for news dissemination.

Strategies for success on WhatsApp Channels

Publishers are adopting various strategies for maximising engagement on WhatsApp Channels.

One of the standout success stories comes from Reach PLC, a publisher with more than 130 brands across the United Kingdom and Ireland. Having previously leveraged WhatsApp Communities, Reach has now heavily invested in Channels.

The company’s engagement director, Dan Russell, noted the “incredibly liberating and rewarding” experience of sending content directly to more than 2 million people without algorithm interference. This direct pipeline has led to impressive readership figures, with some users engaging with up to 14 pageviews per session.

Other strategies that publishers have pursued include:

• Niche content focus: Channels with a specific focus tend to garner higher engagement. The Daily Mail’s “Kardashians News” channel, for example, has 2.7 million followers, surpassing its general news channel.
• Multi-media integration: Incorporating videos, images, and polls can enhance user interaction. Noticias Telemundo utilises short videos and polls to engage its 820,000 followers, resulting in WhatsApp becoming a significant traffic source, even surpassing X.
• Newsletter-style updates: Some publishers, like Axios, use WhatsApp Channels to deliver curated daily news updates, effectively creating a WhatsApp-exclusive newsletter.

Challenges and considerations

While WhatsApp Channels offer numerous benefits, publishers must navigate certain challenges:

• Limited discoverability: Channels are located under the “updates” tab, and users must opt-in to receive notifications, which can limit organic reach.
• Monetisation constraints: Currently, WhatsApp does not offer direct monetisation options for publishers (although WhatsApp does offer YouTube integrations).
• Resource allocation: Managing a WhatsApp Channel requires dedicated resources to curate content and engage with the audience effectively. Some publishers have found the manual workload to be significant.

Looking ahead

WhatsApp Channels represent a valuable tool for publishers aiming to establish direct connections with their audiences. By delivering tailored content and fostering engagement in a private messaging environment, publishers can build loyalty and potentially drive traffic to their own platforms.

As the digital landscape continues to evolve, embracing platforms like WhatsApp may be key to sustaining and growing readership in the years to come.

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