The WhatsApp Business app has become a key platform in getting the word out and sharing critical content as well as producing digital stories.
COVID19 has forced organisations from all sectors to carefully consider how to tell their stories better, quickly and to make sure they are staying relevant with the current lockdown restrictions we find ourselves in globally.
Because of Lockdown, Bigger Than Me has quickly seen the potential of WhatsApp to create content from our living rooms and makeshift offices.
From a user generated perspective, during COVID19, many have been able to still create content that looks great and communicates objectives.
This relatively inexpensive platform offers a guerrilla-style narrative that’s quickly shareable.
Side note: Speaking of creating content during lockdown, the Bigger Than Me team took footage from an unused video intended for a client several years ago and repurposed it to share during these testing times. To make Limitless relevant the team added additional stock footage and solicited SA comedian, Mum-z, currently stuck in USSR during lockdown, to present for us.
Feel free to share the WhatsApp version which you can download here by right-clicking on the video and selecting ‘save.’
What’s up with WhatsApp Business?
The WhatsApp Business App introduces an array of tools to make it easier to connect with an organisation’s customers or target audience.
Launched in 2018, WhatsApp Business includes a suite of features that are particularly useful for NPOs, NGOs and social impact campaigns.
- the option to get a verified organisation profile
- communicate with stakeholders, especially donors
- have a frequently asked questions section
- be able to reply quickly
- create effective interaction with your community via the desktop support features
Did you know?
There are more than 1,5 billion WhatsApp users globally?
And that over 60 billion messages are sent daily?
An even more impressive statistic is that unlike other media, WhatsApp has an open rate of 99% and a response rate of 40%+.
Let’s talk about storytelling
Before we drill down some of the best uses for WhatsApp Business let us quickly chat about storytelling.
Storytelling is at the very core to how we humans communicate.
Much of the knowledge we acquire as children comes from storytelling and as we grow up this carries over into friendships, the workplace and ultimately, the stories we’ve been told and have told, form the framework of who we are as individuals.
Digital storytelling is simply an extension of what we have always done, except the medium for communication comes in various formats and platforms.
READ: The Power of a Good Story
At Bigger Than Me we use a concept called SPIN:
S – create Situation
P – highlight Problem
I – show the Implication
N – show the Need (how target audience can help become part of the solution)
Golden Rule: Always consider the ‘why should they give a sh!t’ factor when considering the storyline and message.
The digital storytelling framework presents various challenges for NPOs and cause campaigners from firstly, the sheer number of options/platforms available to things such as budget restraints, global competition, lack of visibility online and more.
Four essential components to adhere to are:
- Transparency
- Authenticity
- Clarity
- Relevance
Storytelling with WhatsApp Business
It is especially important to understand the dynamic of communicating via WhatsApp to your target audience.
Firstly, unsolicited WhatsApp messages are likely to be viewed as invasive so setting up an opt-in mechanism is paramount to successfully communicating with your stakeholders via this medium.
Secondly, the media and copy you use in a WhatsApp message/story needs to be carefully considered and packaged for the platform.
A ‘one size fits all’ approach to content strategy is unlikely to succeed across all platforms.
READ: Why Content Strategy is critical to Social Impact Campaigns
Four ways to use WhatsApp in your business
Here are some key tips and hacks that will help your organisation to adopt WhatsApp as a communication tool for your business.
Messaging Tools – The business app offers advanced messaging tools to interact with different users. These replies can be automated as per your requirements and the quick replies feature enables one to save and reuse the messages frequently send so you can answer common questions in no time.
Create an information hub group – Use groups to share information quickly and effectively especially for LIVE campaigns.
Virtual team management – WhatsApp groups are highly efficient ways to share information to an entire team quickly and seamlessly. But did you know you can also host conference calls? This is currently restricted to four people but is soon to be upgraded to eight. This can be particularly useful when managing an impact event with various team members involved.
Business Profile – With WhatsApp Business you can build a profile with up to 500 fundraising campaigns, products or service catalogues.
Information Hub
How WhatsApp can help you stay connected during the coronavirus (COVID-19) pandemic
Need help setting up a WhatsApp strategy for your business?
Drop us a message on the form below.
