How WhatsApp Channels can empower content creators

WhatsApp has introduced a new feature, called Channels, which opens up a fresh avenue for users to create one-way broadcast channels and share updates with their followers. This innovative addition has not gone unnoticed by influencers, who have been quick to share their perspectives on the potential of WhatsApp Channels.

Adgully reached out to various influencers and experts to know about their opinion, views and how Channels can help the creators connect with their audience and give a personal touch, and much more…

Viraj Sheth, Co-Founder, and CEO of Monk Entertainment, pondered over the role of agencies in this evolving landscape. He said, “Our role as an agency that represents both creators and brands is to ensure that we expedite community building for them via effective use of WhatsApp Channels. WhatsApp is a very private platform and hence it also has the highest stickiness in terms of retention. If this is used to its optimal, both creators and brands will be able to build their most loyal fans through this feature. With creators, they can keep their audiences feel special by releasing unreleased footage and making them feel like they are a part of a secret group that communicates directly with the creator. With brands, they can have special offers and insider information about new product launches with their audiences to keep them hooked to what's happening next for the brand.”

Abhi & Niyu, the dynamic digital content creator duo, delved into strategies for creators to optimise the use of WhatsApp Channels. According to Abhi & Niyu, “Channels can be a place to share quick updates and establish a stronger bond with followers. It’s easy to give updates on WhatsApp as compared to the heavy updates that are possible on other platforms. In terms of planning, we don’t think it will work if creators share the same updates they do on other platforms. There will have to be something new that has to be shared here. Since the mere nature of WhatsApp is giving updates and staying in touch, that can be leveraged by creators. Even a quick selfie, some small thought, a voice note, all of it will help in making the audiences feel more connected.”

Yashraj Mukhate, the accomplished music composer, producer, and lyricist, underscored the need for creators to tailor content, offer exclusives, and maintain consistent engagement on WhatsApp Channels. He noted, “To make the most of WhatsApp Channel features, creators should tailor content, offer exclusives, engage one-on-one, and use interactive methods to communicate with their audience. Consistency, feedback, and promoting the channel across platforms are key to success. WhatsApp is inherently a more intimate platform, and the introduction of the new ‘Channels’ feature will empower content creators to establish deeper, one-on-one connections with their audience. Creators on WhatsApp should know their audience, create a content calendar, and engage personally. Use exclusive content, interactive features, and gather feedback to build a strong relationship with subscribers.”

Chef, producer and entrepreneur Sanjyot Keer highlighted how creators can strengthen this feature. He said, “If you’re able to build a community on WhatsApp, it will be very easy to notify people about a lot of things. Unlike other social media platforms, when there is a notification on WhatsApp, you tend to go and immediately check. So, if you’re dropping a video on Instagram or YouTube or any other platform, you can notify your users through WhatsApp via promo and a personalised message about the same. You can share a lot of personal updates, behind the scenes, exclusive content, which is not available on your other platforms. This will not only just grow your WhatsApp audience, but will also give you extra distribution for your pre-existing content. Also on WhatsApp, we will find newer audiences which will then get diverted to our other social media handles as well. That’s another way creators can plan and strategise their content.”

Kunal Khandelwal, Group Head - Outreach, SoCheers added here, “WhatsApp Channels can serve as a formidable tool for creators, empowering them in several ways. Firstly, these channels facilitate direct engagement with their audience, enabling real-time interactions and personalised connections. Creators can offer exclusive content to their WhatsApp subscribers, cultivating a sense of exclusivity and loyalty. Moreover, WhatsApp aids in community building, allowing creators to forge stronger bonds among their followers. The platform offers the advantage of instant updates, ensuring that devoted fans are promptly informed of important news or releases. Creators can also get valuable feedback and insights through polls, surveys, and direct interactions, honing their content and strategy.”

Himani Chaudhary, finfluencer and Founder of Financial Vines, here noted on how creators optimised their use of Channels. She remarked, “Firstly, it’s a good platform to share informal and casual content like basic updates, behind the scene action and opinions. Secondly, since the privacy of the users is protected, it will lead to bigger communities establishing connections for a common cause or hobby. And lastly, it will be easier for the creator to receive feedback and improve their content. WhatsApp is specifically used for texting each other either for personal or professional reasons. So, like Telegram, these broadcast channels will work better and will actually be helpful for the entire community. It will also establish a constant relationship of the creator with their community. WhatsApp is used all day and night by the users and now they can use that time to engage with their favorite influencers.”

Madan Gowri, South India’s biggest YouTuber, Digital Content Creator and Entrepreneur, spoke about the personal touch that WhatsApp Channels offer, describing it as a direct and intimate way to connect with fans. “Creators can optimise the use of Channels on WhatsApp by making it personal. It is one place for you to directly connect with your fans. It can be a great place to get feedback and also to promote your content on other platforms. Also, people who are the core of your follower base will be super happy to know you on their WhatsApp. It will be like talking to your idol. For example, for me, it’s like if MS Dhoni had a channel, I’d be super happy – like Dhoni putting up a message and I’m reading it directly. It’s like the best thing!”