Spurned by Social Media, Publishers Chase Readers on WhatsApp

Published On Sep 24, 2024, 12:00 AM

News publishers are turning to WhatsApp's new feature, WhatsApp Channels, to boost reader engagement and traffic as traditional sources of traffic diminish due to changes by Google and Facebook. Publications like Noticias Telemundo have experienced considerable growth in followers and engagement through this platform, especially among Hispanic audiences. The strategy is aimed at establishing direct audience relationships and countering falling ad revenues and site traffic.

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Stock Forecasts

GOOGLView GOOGL chart on TradingView

Positive

The increasing reliance on WhatsApp for news distribution may boost advertising and subscription revenues for media companies that successfully leverage this new channel, particularly in regions underserved by traditional outlets.

METAView META chart on TradingView

Positive

Investors should consider companies involved in digital media and communication technology that could benefit from this shift, such as Meta Platforms due to its ownership of WhatsApp and its expanding user base outside the US, influencing global ad revenues.

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