Of late I met a client with whom we were discussing his advertising strategy. In the middle of the conversation, he looked a little concerned , turned to me and said, “Should we advertise on Facebook ? Is WhatsApp not taking aware a significant part of the traffic that we are targeting ? ” . Hmm..that took me but surprise , especially when it came out of the blue. I think this may be a concern in many people’s mind , so let me share my thoughts on it.
Sure, WhatsApp’s popularity has been consistently growing over the years. The time share on messaging with friends has now been divided to some extent between facebook and WhatsApp, what was previously the monopoly of facebook only. However, as was in the news a few months back, facebook saw more than a billion active users in a single day and has been clocking approx. more than 1.5 billion active users a month, it does not seem to be going away. What has happened and which is significant is that a large, I mean really large part ( upward of more than 90% in some geographies ) of the facebook users have started using facebook on their smartphones instead of from their desktop / laptop computers. You still can target them on their mobile timeline. This also means that you advertising ( images / landing pages / lead forms / etc ) have to be mobile friendly if you want you FB advertising to be effective. Facebook still forms an important part of everybody’s social tools. The way you can send / like / share messages and control more finely whom to send, is still better in facebook than simply in a messenger application like WhatsApp. What’s more , WhatsApp is now owned by Facebook, so they will definitely not introduce features in it that kills the cash cow.
Let me know what you think ?