From a service tool to a storytelling channel

The publishing industry is looking for new ways to reach its target audiences in an increasingly digital world. WhatsApp, which has so far been used primarily as a private communication tool, offers publishers unprecedented opportunities: from personalised marketing campaigns to building communities. But how can the messaging app be used effectively and successfully?

Silke Modjesch, organiser of webinars and digital events at DIGITAL PUBLISHING REPORT (dpr), and information designer Daniela Vey explored the potential of WhatsApp for publishers in a webinar. Vey, an expert in web and social media strategies, gave a practical demonstration of how publishers can use the platform to increase their reach and build closer relationships with their target audiences.

WhatsApp is the world’s most widely used messaging service – and, with over 65 million users, it is also a dominant platform in Germany. What is particularly impressive is that: With open rates of up to 98 per cent and an average of eight and a half hours of active use per month, WhatsApp significantly outperforms traditional communication channels such as email. The direct engagement, high open rates and the platform’s integration into users’ daily lives make it extremely attractive to publishers.

The challenge, however, lies in using WhatsApp effectively and strategically. Younger target groups under the age of 30, in particular, are increasingly favouring messaging services over email for information and marketing communications. For publishers, this means they must adapt their communication strategies to reach these target groups.

Publishers have two main options for using WhatsApp professionally: the free WhatsApp Business app for smaller publishers, or the paid WhatsApp Business Platform (API) for larger organisations. Whilst the app offers basic features such as welcome messages, quick replies and broadcast messages, the platform significantly expands the possibilities – from chatbots to automated marketing campaigns. It also has the advantage of being GDPR-compliant, as the data is processed on European servers.

Daniela Vey recommends starting with a clear strategy. Publishers should ask themselves what their objectives are in using WhatsApp: is it about increasing reach, building community engagement, or generating direct sales? The focus should always be on creating added value for the target audience. Possible formats include exclusive insights into the day-to-day workings of the publishing house, personalised book recommendations, event reminders or service messages such as dispatch updates.

Building a community via WhatsApp requires targeted measures. Existing communication channels such as newsletters, social media or your own website are ideal for drawing attention to your WhatsApp channel. QR codes on leaflets, posters or in books can also be helpful. However, it is important to clearly communicate the added value: exclusive content, discounts, personal recommendations or behind-the-scenes insights can win over potential subscribers.

To achieve long-term success, publishers must strike a balance between the frequency and quality of their news content. News updates that are too frequent or not particularly relevant will quickly lead to unsubscriptions. Instead, publishers should engage their target audiences with high-quality, personalised content and encourage interaction – for example, through surveys or quiz formats.

Numerous companies and organisations are already using WhatsApp successfully. The New York Times, for example, relies on short messages featuring eye-catching images and links to related articles. Other examples show how polls, voice messages or discount offers can help to encourage interaction and build loyalty. Personalised messages tailored to recipients’ interests and behaviour are particularly effective – an area that can be further optimised through the use of AI.

Conclusion

WhatsApp offers publishers an innovative way to reach target audiences directly and personally. The key to success lies in a clear strategy that focuses on added value, personalisation and interaction. Whether used as a marketing tool, a service solution or a storytelling channel – when used correctly, the messaging app can become a crucial building block in the digital transformation of the publishing industry.

To ensure long-term success, publishers must strike a balance between the frequency and quality of their news content. News that is too frequent or not sufficiently relevant will quickly lead to unsubscriptions. Instead, publishers should engage their target audiences with high-quality, personalised content and encourage interaction – for example, through surveys or quiz formats.