by Martin MacGregor (@MartMacG) Just like when you’re on WhatsApp, a brand has a choice in how it’s going to talk to consumers.
The old saying that what you don’t know won’t hurt you is usually true. But, in WhatsApp’s case, it’s more the hurt that is inflicted on others that makes the ignorance unacceptable.
The explosion of WhatsApp chat groups has been something to behold. Every time there’s a vague sniff of a plan involving more than one person, some overexcited friend, colleague or parent sets up a WhatsApp chat group with a funny name and a vaguely relevant picture. Every time I am included, my heart sinks as I realise that, for the timeframe of the planning for the event, I am going to be bombarded by everyone’s inane detail and chatter. Yes, I could exit but, even though it would never be admitted, the offense caused is not worth it.
Broadcast vs chat
What, unfortunately, hardly anyone I mention it to knows is that there are two distinct and equal options when WhatsApp is opened up on iOS or Android. On the left you will find something called Broadcast Lists and on the right New Group. Everyone defaults to new group and sets up a chat group and, for some reason, doesn’t notice broadcast lists. The result? Everything becomes a chat.
The beauty of broadcast lists is that it allows you to send out information and any response comes directly back to you, not to the whole group. This way the person organising the event is able to help anyone with specific questions without everyone knowing about it. Direct, efficient and much less likely to waste everyone’s time.
This very much mirrors the options that any brand has when deciding what media strategy to follow. The choice is really between broadcast and engagement (chat). Does the brand need to make an announcement or is it looking for a level of engagement or chat that will result in multiple conversations and activity.
Don’t get me wrong. There are certainly a number of situations when a WhatsApp chat group is the right option and necessary. But that is the point. Either through ignorance or laziness, it is the deemed the right option for any situation and becomes hugely irritating.
Lesson for brands
There is a lesson here for brands which seem to be more and more obsessed with engaging their consumers at every turn. Yes, engagement is the holy grail but, equally, engagement where it’s not wanted is likely to put a client off a brand.
The same as when you’re on WhatsApp, a brand has a choice in how it’s going to talk to consumers. Are you making a one-way announcement or do you want to encourage chatter? A little more thought upfront will result in much more effective communication.
For WhatsApp itself, the way its users use the platform is going to become increasingly important as it looks to take advertising. Facebook is champing at the bit to monetise its purchase, and the announcement recently that WhatsApp data will be shared with Facebook is the first step in that direction.
The possibilities are huge as WhatsApp is extremely rich with contextual data — think about how hyper-relevant an ad relevant to a broadcast list or chat group could be. It may be unnerving, but consumer sentiment is changing in terms of privacy and people are more willing to share personal data with brands in exchange for rewards.
It’s going to be interesting to see how this plays out. But, whichever way you look at it, the future of media strategy is sitting in your WhatsApp icon.
Martin MacGregor (@MartMacG) is managing director of Connect, an M&C Saatchi Company, with offices in Johannesburg and Cape Town. Martin has spent 18 years in the industry, and has previously worked at Ogilvy and was MD of MEC Nota Bene in Cape Town. He contributes the monthly “Media Redefined” column, in which he challenges norms in the media space, to MarkLives.com.
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