5 Reasons WhatsApp Has Become Essential for Fan Engagement

In recent years, the messaging platform WhatsApp has emerged alongside social media to become a popular way for audiences to get involved in live content. It is used by Dizplai customers such as Channel 4, QVC, BT Sport and Manchester City as a way of collecting audience comments, images and videos for use on air to maximise fan engagement.

And it turns out that audiences are absolutely loving having the additional option, with stellar participation rates via WhatsApp among certain audiences.

So what makes WhatsApp such a good fit for audience participation? Here are 5 solid reasons:

1. It’s Popular with Every Demographic

Nearly 3 billion people worldwide use WhatsApp, and it has a 47% global market share among messaging apps. Simply put, the majority of your audience, old and young, have it on their phone and know how to use it. This massive reach is key to a successful content strategy.

2. It’s a Private Communication Channel

When a TV broadcaster or football club asks their audience to send in an opinion or photo, many viewers are happy to share on social media platforms but many viewers appreciate the privacy of direct and private communication with the broadcaster. This personal channel is ideal for sourcing sensitive or high-quality user-generated content (UGC).

3. It’s Super Simple (Frictionless Participation)

Scan the QR code on the TV screen and you’ll be taken directly into a WhatsApp dialogue with the broadcaster’s account and presented with an introductory message. Then all you have to do is type your question/comment, answer the poll/question, or attach a photo or video just as you would normally with your friends. Zero faff.

Channel 4 asks dog lovers on their Crufts coverage to send in photos and videos of their dog as well as questions for guest dog experts on the show. The call-to-action features a branded QR code on screen linking directly to WhatsApp and generated over 45,000 messages.

4. It’s a Two-Way Thing (Direct Dialogue)

As a broadcaster, the ability to have a direct dialogue with your audience is priceless and opens up myriad creative and commercial opportunities. To give one example, QVC Italy has thousands of opted-in WhatsApp users whom they can reach instantly at any time. Add in the ability for automated responses and the potential becomes clear. All of course while complying with WhatsApp’s Business Messaging Policy.

If you produce live content and you’d like to explore how to use WhatsApp alongside social media to get the audience involved and start a direct dialogue with them, get in touch and we’ll give you a demo of how easy it is with the Dizplai platform.

5. Voice Note Integration

WhatsApp can be used to create highly personalised content experiences for your audience. We’ve had multiple clients, including ITV their magazine show, I’m a Celebrity Unpacked, utilise this feature to bring audiences into the conversation with some of their favourite presenters. To see how, check out the video below.

Sources

SQMagazine