Facebook and Instagram have been fantastic digital marketing platforms because people use them. But, we know that engagement on Instagram is moving to Reels, and Facebook’s audience is getting older. Younger people spend more time on Discord, WhatsApp and Messenger group chats with their friends. When it comes to advertising, Messenger’s ad placements don’t cut the mustard.
When you have people receding even further into group chats and DMs rather than public feeds, how does digital advertising respond? Here’s how we’d do it:
Make broad based content that’s privately shareable.
The foundations of a digital campaign are having a broad funnel that you can sift through to reach engaged audiences.
Making content like memes, relatable videos, or fascinating new creative ideas will be useful in a WhatsApp world because it gives people something useful to share to their loved ones.
Think differently about how to convert with digital.
Digital can offer large audiences for very cheap, and offer a fantastic starting point for your marketing funnel. However, we can’t expect Facebook’s News Feed and Instagram Stories to deliver high value conversions for no money forever.
Your marketing needs to adapt, and see platforms as one step rather than every step in your funnel. They should be all about introducing you to an audience and helping you engage with them for the first time.
Build a nuanced, multi-platform marketing strategy.
Because digital marketing in a WhatsApp world is about awareness and engagement, you need a multi-platform strategy.
Email marketing is an obvious first contender – but other ideas include hosting experiences and events, community building activities and data activation which fosters personal relationships with customers.
These are owned channels – and help you make a great experience for your audiences that isn’t determined by Facebook or Instagram. Though it takes longer, you’re far more likely to get high value, lasting relationships with customers in this way.
In a group chat led world, marketing is very different. No one platform will be a silver bullet to acquiring new customers and keeping them. You have to play to the strengths of each platform by utilising them for their most appropriate section of the funnel.
Behaviours change, and marketing has to follow. It’s worth pondering whether your marketing strategy is matching your own behaviour online – or whether you have opportunities to do something different.
Ready for a chat? Book a discovery meeting
If you're doing awesome mahi - let's kōrero about how we might be able to support with your digital marketing.
Ready for a chat? Book a discovery meeting
If you're doing awesome mahi - let's kōrero about how we might be able to support with your digital marketing.
