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WhatsApp Channel's Product Marketing Technique

Hey there 👋 

Well, most of us have already noticed the new Channels feature on WhatsApp - and hate it! And, WhatsApp IS doing something about it!

Before starting off, let’s make sure we are on the same page. Let us understand what WhatsApp Channel really is, how it works and why did WhatsApp launched it.

What on Earth is WhatsApp Channels?

WhatsApp Channels is a new feature that allows users to follow people and organizations to receive important updates, right within WhatsApp. Channels are a one-way broadcast tool for admins to send text, photos, videos, stickers, and polls. Followers can't reply directly to updates or send messages to channel admins.

Channels are designed to be a private way for people to receive updates that matter to them. When you follow a channel, your phone number and profile photo won't be shown to the admin or other followers. Likewise, following a channel won't reveal your phone number to the admin or other followers.

Channels can be used by a variety of individuals and organizations, including:

• Businesses to share updates about their products, services, and promotions

• Celebrities to share news and behind-the-scenes content with their fans

• Sports teams to share game scores, highlights, and other team news

• News organizations to share breaking news and important updates

• Local officials to share information about community events and services

To follow a channel, you can either join through an invitation link or search for it in the Channels directory. Once you're following a channel, its updates will appear in a separate tab in the WhatsApp app.

Why Did WhatsApp Launch Channels? Does it Align with its Goals/Vision?

WhatsApp launched Channels to provide a private and efficient way for people to receive updates from people and organizations they care about. Channels align with WhatsApp's goals and vision of making communication more private, simple, and reliable.

Channels are also designed to be simple and efficient. Admins can send updates to their followers with a few taps. Followers can receive updates in a separate tab in the WhatsApp app, without having to worry about their messages getting lost in the shuffle.

WhatsApp's vision is to make communication more private, simple, and reliable. Channels help to achieve this vision by providing a way for people to receive updates from the people and organizations they care about, in a way that is both private and efficient.

So, why are people hating it?

Everyone’s got different opinions to hate the new Channels feature. Here’s what most people are saying:

• They're one-way. Channels are a one-way broadcast tool, which means that followers can't reply directly to updates or send messages to channel admins. This can be frustrating for people who want to have a conversation with the people and organizations they're following.

• They're new and unfamiliar. Channels are still a relatively new feature, so many people aren't sure how to use them or what to expect. Resulting in confusion and frustration.

• They can be overwhelming. Channels can be a great way to stay up-to-date on the latest news and information, but they can also be overwhelming if you're following a lot of channels. This can lead to people feeling bombarded with messages and notifications.

• Spammy: Some people have reported receiving spam messages from channels. This is because anyone can create a channel, and there is no way to filter out spam channels.

• Privacy concerns: Some people are concerned about the privacy of their data when using WhatsApp Channels. This is because WhatsApp collects information about users' activity on the platform, including which channels they follow and how often they interact with them.

How did WhatsApp Initially Market Channels?

WhatsApp's initial marketing messaging for Channels was not effective because it was too promotional and did not focus enough on the user experience.

For example, WhatsApp used phrases like "follow your favorite brands, celebrities, and news organizations on Channels" and "stay informed with Channels." This language made it seem like Channels were just a way for businesses and organizations to promote themselves to users.

Additionally, WhatsApp's initial marketing messaging did not adequately explain the benefits of Channels to users. For example, WhatsApp did not emphasize the fact that Channels are a private and efficient way to stay up-to-date on the latest news and information.

As a result of this ineffective marketing messaging, many users were not interested in trying Channels. Some users simply did not understand what Channels were or how they would benefit them.

What is WhatsApp Doing About This Hate for Channels?

After receiving some negative feedback from users, WhatsApp changed its marketing messaging for Channels to focus on the following:

• Channels are a great way to stay up-to-date on the latest news and information from the people and organizations you care about.

• Channels are easy to use and private.

• Meet WhatsApp Channels. A great way to keep up with what matters.

WhatsApp also removed some of the more promotional language from its marketing messaging. For example, WhatsApp stopped using phrases like "follow your favorite brands, celebrities, and news organizations on Channels" and "stay informed with Channels."

Here are some examples of WhatsApp's updated marketing messaging for Channels:

• "Channels: A new way to stay up-to-date from the people and organizations you care about."

• "Get the latest news and information from the people and organizations you care about with Channels."

• "Channels are easy to use and private."

• "We're still working on improving Channels, and we'd love to hear your feedback."

WhatsApp's updated marketing messaging for Channels is more focused on the user experience and less focused on promotion. This is a positive change, as it shows that WhatsApp is listening to user feedback and working to make Channels a better feature.

It is still too early to say how successful WhatsApp's updated marketing messaging for Channels will be. However, it is a positive sign that WhatsApp is taking user feedback to heart and working to improve the feature.

Key Takeaways for Product Managers

• Understand your target audience: Who are you trying to reach with your product? What are their needs and wants? Once you understand your target audience, you can tailor your marketing messaging accordingly.

• Highlight the unique value proposition of your product: What makes your product different from and better than the competition? Highlight your unique value proposition in your marketing messaging to help users understand why they should choose your product over the competition.

• Use a variety of marketing channels: Don't rely on just one marketing channel to reach your target audience. Use a variety of channels, such as social media, email marketing, and paid advertising, to reach as many people as possible.

• Track your results and adjust your approach as needed: It's important to track the results of your marketing campaigns so you can see what's working and what's not. This will help you adjust your approach as needed to improve your results.

🧃Juicy reads to check out

This section includes some relevant articles/videos, people to check out, and links you might find interesting from around Product management.

👉🏻 Sophie Endean shares the Key to Achieving Change Management Buy-In. (Link)

👉🏻 Dylan Field & Brian Chesky on Navigating the intersection of design and business. (Link).

👉🏻 Pragnya Paramita points out the 3 reasons to pay attention to retention. (Link)

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