New: WhatsApp Ads and how they work
Index
WhatsApp ads: 4 keys to understand and take advantage of this new advertising feature
What are the new ads on WhatsApp?
Why is WhatsApp getting into the advertising game now?
How do the ads work and how are they configured?
Best practices for effective campaigns
What opportunities does it offer for brands?
Conclusion
WhatsApp ads: 4 keys to understand and take advantage of this new advertising feature
WhatsApp has just opened a door that many brands have been waiting for: the possibility of launching ads within the application itself. Although Meta had been exploring ways of monetization for some time, the incorporation of ads in the States represents an important change in how you can interact with users from this very personal channel. In this blog we review five keys to understanding this new feature and how to start taking advantage of it today.
2. Why is WhatsApp getting into the advertising game now?
With more than 2 billion active users worldwide and an open rate exceeding 90%, WhatsApp is one of the channels with the highest engagement potential. Meta seeks to capitalize on this attention without altering the user experience too much. Moreover, this is an environment where users are already used to interacting with companies, especially in markets such as Latin America or India. The integration of ads allows us to go a step further: from conversation to product or service discovery.
3. How do the ads work and how are they configured?
Ads are configured directly from the Meta Ads Manager. In order to use them, you need to have a WhatsApp Business account linked to your Facebook Page or Instagram account. When creating a campaign, you can choose the vertical story format and target like any other ad type: by interests, behavior, location or custom audiences. It is also possible to set up goals such as website traffic, messages or leads.
4. Best practices for effective campaigns
To take advantage of the potential of this new space, it is advisable to use short videos no longer than 15 seconds, with a clear and direct message. Since many users view the States without sound, it is essential to include subtitles. The call to action should be visually clear, either with a button or text. Finally, it is advisable to carry out A/B tests with different designs to identify which one generates the best response according to the type of audience.
5. What opportunities does it offer for brands?
This new space provides the possibility to connect with the user in a private environment, where the level of distraction is low and attention is high. Brands that already use WhatsApp for customer service or sales will find an ideal integration between ad and action: the user can see the story and write directly to the business with a single touch. In addition, it opens an avenue for campaigns focused on remarketing, lead nurturing or promotion of specific launches.
Conclusion
WhatsApp ads mark a new step in how to connect with users in private, high-attention environments. Leveraging this format from the start can mean a real competitive advantage for brands looking to stand out with direct, simple and effective campaigns.
