Revolutionary Shift: Publishers Reignite Reader Connection with WhatsApp Amid Social Media Snub

WhatsApp Channels Bring New Hope for Digital News Publishers

As digital news publishers face declining website traffic and ad revenue due to reduced visibility on Google and Facebook, a promising alternative has emerged: WhatsApp. The world’s most popular messaging app recently introduced WhatsApp Channels, a one-way broadcasting system that allows publishers to send links and headlines directly to their followers.

Marta Planells, senior director of digital news at Noticias Telemundo, shared that WhatsApp has become a significant source of traffic, even surpassing X. Noticias Telemundo’s channel on WhatsApp gained over 30,000 followers within two weeks and now has more than 820,000. The outlet creates original content for its channel, including short videos and polls.

WhatsApp Channels are located in a separate tab from the main messaging section and allow users to follow channels without providing private information. While traffic from WhatsApp is still smaller compared to Google and Facebook, it’s one of the few sources trending upward. Numerous media outlets, such as CNN, The New York Times, and BBC News, have adopted WhatsApp Channels, collectively garnering millions of followers.

Meta, owner of WhatsApp, believes Channels offer a more personalized way to deliver news, contrasting with the mixed content on the Facebook news feed. This initiative reflects Meta’s strategy to focus on services people value most, following their decision to phase out the News tab on Facebook.

Despite some publisher caution due to Meta’s complicated history with news organizations, WhatsApp Channels represent a growing opportunity to foster direct relationships with readers outside social media platforms.

Original Story https://www.business-standard.com/technology/apps/spurned-by-social-media-publishers-now-chase-readers-on-whatsapp-124092401361_1.html
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