News publishers shift to WhatsApp for traffic: The New York Times

As referrals from Facebook, Google, and other social platforms decline, news publishers are increasingly relying on WhatsApp to drive traffic, according to The New York Times.

Many digital publishers have struggled in recent years as traffic from Google and Facebook has dwindled, shrinking ad revenue along the way. In response, several have embraced WhatsApp Channels as a new opportunity to re-engage readers, particularly those outside the U.S, the New York Times reported. The messaging app, owned by Meta, launched its Channels feature late last year, offering a one-way communication platform where publishers can share articles, videos, and polls directly with followers. Noticias Telemundo, for instance, gained over 820,000 followers on its channel by focusing on original content tailored for its audience. According to Marta Planells, senior director of digital news at Noticias Telemundo, WhatsApp has proven especially effective in reaching Hispanic audiences, for whom the app is a crucial communication tool.

What sets WhatsApp Channels apart is its simplicity and directness. Unlike traditional social media, where users are bombarded with a mix of personal updates and algorithm-driven posts, WhatsApp Channels allow users to curate the content they wish to see, making it a more focused and personal experience. Alice Newton-Rex, head of product at WhatsApp, compares the feature to email newsletters, highlighting that users have full control over what updates they receive. This shift towards user agency has drawn the interest of major news organizations such as CNN, BBC News, and The New York Times, all of which boast millions of followers on the platform.

While traffic generated through WhatsApp remains smaller compared to the mammoth reach of Google or Facebook, Channels are part of a broader trend where publishers are increasingly focusing on building direct relationships with their audience. This shift could eventually lead to higher engagement on their own apps or websites, potentially mitigating their dependence on traditional social platforms.

However, some publishers are cautious about putting too much faith in the feature. Meta has a checkered history with the news industry, having introduced and later abandoned various journalism initiatives in the past. Despite this, publishers like Vox and The Atlantic view WhatsApp Channels as a space for experimentation, particularly for reaching international and non-traditional audiences. As media continues to evolve, WhatsApp Channels represent an intriguing new frontier in the battle to capture readers’ attention.