Facebook has unlocked WhatsApp’s potential

When using Facebook Advertising last week I had a very pleasant surprise. In one of the campaign options, I could now select WhatsApp as a destination for my adverts.

At first glance this doesn’t seem too exciting, but further inspection unveils that this new feature is potentially one of Facebook’s best ideas to date.

So why is WhatsApp a good destination for adverts?

Unlike most instant messaging services, WhatsApp is not tied to a social media app or website. Because of this, it has more versatility than Facebook’s other messaging platforms.

For example, in order to receive a message on Facebook Messenger or Instagram DM, you can only advertise on the social media platforms associated with the messaging app.

WhatsApp doesn’t have this issue. A company can advertise on any app or website, and then have the advert link to WhatsApp so the potential customer can message the company.

With around 60% of the total UK population already on WhatsApp, it’s a very plausible way for small businesses to connect with potential customers.

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