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Time of India
02-07-2025
- Business
- Time of India
WhatsApp status ads: The next frontier in Meta's monetisation playbook?
By Bhavesh Talreja When Meta quietly confirmed that WhatsApp Status ads will soon become a part of its broader monetisation strategy, it marked a significant shift- not just for Meta's business, but for the entire digital advertising ecosystem. For years, marketers have speculated when Meta would unlock the massive potential of WhatsApp's user base for advertisers. That moment is finally arriving, and as an adtech partner working closely with global brands, we at Globale Media see this development as a high-potential but nuanced opportunity that demands a careful strategic approach. The Untapped Giant: WhatsApp's Unparalleled Scale WhatsApp's scale is hard to overstate. With nearly 3 billion monthly active users globally as of early 2025, it's Meta's most widely used property- yet it has remained largely ad-free until now. More than 1.5 billion people use WhatsApp daily. In India alone, WhatsApp's single largest market. Let's begin by putting the scale into perspective. According to Statista, WhatsApp had over 2.7 billion monthly active users globally as of Q1 2025, making it the most widely used messaging platform in the world with over 535 million monthly active users (MAUs) and more than 500 million daily active users (DAUs). India, WhatsApp's largest market, alone contributes more than 500 million daily users, many of whom actively engage with WhatsApp Status , its ephemeral content-sharing feature similar to Instagram and Facebook Stories. For years, Meta resisted monetising WhatsApp at the same level as its other platforms, focusing instead on user growth and building trust through its privacy-first architecture. But with WhatsApp Status reaching levels of daily engagement comparable to Stories across Instagram and Facebook, where Meta already generates billions in ad revenue- monetising Status was only a matter of time. According to Insider Intelligence, Meta generated over $120 billion in global ad revenues in 2023, with nearly 80% of that driven by its flagship properties: Facebook and Instagram. WhatsApp remains the underutilised frontier. The introduction of ads in WhatsApp Status is Meta's strategic move to tap into a massive, highly engaged, yet relatively unexploited surface. How WhatsApp Status Ads Differ from Instagram & Facebook Stories At first glance, WhatsApp Status ads may resemble Stories ads on Instagram or Facebook, but key differences exist- both in terms of user mindset and advertising dynamics. Unlike Instagram or Facebook, where users consume Stories content often expecting branded content, influencer collaborations, or commerce-driven interactions, WhatsApp Status is a deeply personal space. Users primarily engage with updates from close contacts- friends, family, colleagues- rather than public creators or businesses. This makes user intent significantly different. On Instagram Stories, brand content feels natural because users are often in a discovery mindset. On WhatsApp, however, advertising will need to tread carefully to avoid disrupting intimate peer-to-peer interactions. As an adtech agency, we advise our partner brands that early creative approaches for WhatsApp Status ads should be subtle, contextual, and non-intrusive. Educational storytelling, emotionally resonant campaigns, or community-centric messaging may perform better than hard-sell, transaction-driven creatives. The Edge for Advertisers: First-Mover Advantage WhatsApp Status ads offer unique advantages for brands: 1️. Massive Untapped Inventory Brands gain access to a highly engaged audience that hasn't yet been saturated by ad fatigue. Compared to Facebook and Instagram's mature ad ecosystems, WhatsApp presents clean, premium inventory with strong viewability potential. 2️. Trust & Brand Safety Users trust WhatsApp for its private, secure, and encrypted communications. Being visible within Status allows brands to engage users in a trusted environment, reducing the noise of competitive ad clutter. 3️. Conversational Commerce Potential In markets like India and Brazil, conversational commerce is booming. With WhatsApp Business , click-to-chat ads, product catalogs, and native payments already being rolled out, WhatsApp is uniquely positioned to bridge awareness and commerce inside a single platform. 4️. Low Entry Costs Initially Industry analysts expect WhatsApp Status ad CPMs to start significantly lower than Stories on Instagram or Facebook- giving brands a chance to experiment, gather insights, and optimize early before competition heats up. Case Studies: What We Can Learn from Global Messaging Apps Interestingly, WhatsApp isn't the first messaging platform to explore in-feed or story-based advertising. WeChat (China): With over 1.3 billion monthly active users, WeChat's Moments Ads allow brands to place native-looking ads within users' feeds. Tencent has successfully blended these ads into the social experience, generating billions in revenue while maintaining high user satisfaction. LINE (Japan & SEA): LINE uses sponsored content, branded stickers, and subtle video ads integrated into chat timelines and stories. This multi-format approach has demonstrated that even personal messaging platforms can deliver effective brand exposure when done tastefully. These examples suggest that careful integration of ads into messaging apps can work, provided that user trust and experience remain paramount. For WhatsApp, Meta's challenge will be striking this balance as it brings advertisers into the Status experience. The Pricing Question: Where Will WhatsApp Ads Fit? From a pricing standpoint, initial industry speculation suggests that WhatsApp Status ads will start as a lower-cost, experimental channel for advertisers. Early adopters may benefit from favorable CPM (Cost Per Mille) and CPC (Cost Per Click) rates while Meta builds out robust measurement capabilities and gathers performance data. We believe that for now, WhatsApp Status ads will function primarily as a top-funnel awareness tool- driving brand recall, reach, and frequency rather than immediate conversions. This could be especially effective in high-penetration markets like India, Indonesia, and Brazil where WhatsApp usage cuts across virtually every demographic. However, as Meta collects more data and optimises delivery, we expect CPMs to gradually rise -potentially nearing parity with Instagram Stories over time, provided engagement levels are strong and advertisers see incremental value. Privacy-First Architecture: Measurement Will Be Meta's Biggest Test One of the key reasons why WhatsApp has enjoyed high user trust is its end-to-end encryption and strong privacy positioning. But this privacy-first architecture inherently limits the depth of behavioural tracking that advertisers are used to on Facebook and Instagram. Meta has hinted at leveraging its broader ecosystem to offer probabilistic attribution models rather than user-level tracking for WhatsApp ads. While these aggregated metrics may be sufficient for brand lift studies, advertisers running lower-funnel performance campaigns may find attribution less granular- at least in the early phase. For example, Meta's recent Advantage+ AI-powered campaign structures, which blend machine learning with aggregate data modeling, may play a critical role in helping advertisers bridge this gap on WhatsApp as well. Full-Funnel Potential: The Road Ahead While initial formats will likely focus on awareness, Meta's long-term roadmap clearly suggests ambitions for full-funnel commerce within WhatsApp. Click-to-WhatsApp Ads: Already, Meta allows Facebook and Instagram ads to drive traffic directly to WhatsApp chats, facilitating conversational commerce. Business Catalogs & In-App Payments: WhatsApp is rolling out catalog listings and secure payment integrations, particularly in markets like India and Brazil. SMB Growth: For small and mid-sized businesses, WhatsApp Business has become a critical customer engagement channel. As these commerce integrations mature, Status ads could evolve from purely awareness-driven formats to become conversation starters, lead generators, and eventually conversion enablers- transforming WhatsApp into a full-funnel marketing channel over the next few years. What Should Brands and Agencies Do Now? For marketers, the introduction of WhatsApp Status ads presents a rare first-mover opportunity. Brands should: 1️. Test early, but tread carefully: Focus on highly relevant, emotionally engaging creative that feels native to the WhatsApp experience. 2️. Prioritize top-funnel KPIs: Evaluate reach, recall, and brand lift rather than expecting immediate conversions. 3️. Monitor evolving targeting capabilities: Stay informed as Meta builds out its measurement tools and optimises delivery algorithms. 4️. Balance scale with relevance: Leverage WhatsApp's massive reach, but avoid broad, irrelevant targeting that risks alienating users in their personal space. Conclusion: An Exciting, But Evolving Opportunity The arrival of WhatsApp Status ads represents both a logical evolution and a delicate experiment for Meta. As an adtech partner committed to helping brands navigate new opportunities, we see this as a highly promising but dynamic surface where early learnings will be critical. With India leading WhatsApp's global usage, Indian advertisers are uniquely positioned to shape the early playbook for Status ads- testing creative approaches, learning from user feedback, and helping Meta fine-tune the delicate balance between monetisation and user trust. If WhatsApp succeeds in building a respectful, engaging ad experience, it could unlock one of the most valuable monetisation frontiers in the global digital landscape- benefiting brands, businesses, and billions of consumers who have made WhatsApp an integral part of their daily lives. ( The author is the Founder and CEO of Globale Media. Views expressed are personal.)
Hans India
17-06-2025
- Business
- Hans India
WhatsApp Begins Displaying Ads in Status; Meta Assures Personal Chats Stay Private
In a significant shift to its long-standing ad-free identity, WhatsApp has started showing advertisements in the app's Updates tab, specifically within the Status feature. This marks the first time Meta, WhatsApp's parent company, is integrating ad-based monetisation into the messaging platform—an app used by over 1.5 billion users daily. The update, announced via WhatsApp's official blog on Monday, is aimed at generating revenue without compromising the app's core promise of privacy and end-to-end encryption. The company unveiled three new features under the Updates tab: ads in Status, channel subscriptions, and promoted channels in the Explore section. Ads in Status: What to Expect The new advertising strategy leverages the Status feature, which functions similarly to Instagram or Facebook Stories—allowing users to post disappearing content like text, photos, or videos for 24 hours. Ads will now appear alongside user-generated Status updates, making them visible while users browse through content shared by their contacts. Crucially, Meta emphasised that private chats, calls, and group conversations will remain ad-free. 'We've been talking about our plans to build a business that does not interrupt your personal chats for years and we believe the Updates tab is the right place for these new features to work,' said WhatsApp in the blog post. New Monetisation Tools for Channels Alongside advertisements, WhatsApp is rolling out a subscription model for channels. This allows users to pay a monthly fee for exclusive content and updates from creators and organisations they follow. In addition, promoted channels will now feature in the Explore section, giving admins a chance to increase their channel's reach. These changes are part of WhatsApp's broader strategy to align more closely with Meta's successful monetisation models already in place on platforms like Instagram and Facebook, which helped the tech giant earn over $160 billion in ad revenue last year. Privacy and Ad Targeting Addressing privacy concerns, Meta clarified how ad targeting on WhatsApp will function. Ads will be customised using limited user data—such as city or country, language settings, followed channels, and engagement with ads. However, if users have linked WhatsApp to Meta's Accounts Center, ad preferences from Facebook and Instagram may also influence the targeting. Meta reiterated that it does not share or sell phone numbers to advertisers, and that personal messaging content remains out of reach for ad algorithms. 'We believe the Updates tab is the right place for these new features,' WhatsApp reiterated in its announcement, underlining its commitment to non-intrusive monetisation. This move comes after years of speculation and internal testing. In 2023, WhatsApp head Will Cathcart confirmed the platform was exploring ad integration. With this rollout, WhatsApp takes its first official step into the advertising space—seeking to strike a balance between revenue generation and user trust.
Yahoo
20-05-2025
- Business
- Yahoo
Meta Shares Usage Insights in FTC Trial
This story was originally published on Social Media Today. To receive daily news and insights, subscribe to our free daily Social Media Today newsletter. Meta's ongoing court battle against the FTC, which could result in Meta being forced to sell Instagram and WhatsApp due to anti-competitive concerns, has seen the company reveal a range of insights, as part of its broader effort to highlight that it doesn't hold a monopoly share of the digital ads market, and that there are, in fact, significant competitors challenging Meta's perceived dominance in this space. And while a lot of this is circumstantial, and not particularly illustrative in a general sense, there are some interesting data notes that have been presented in the trial which could give advertisers some more perspective on key social media usage trends, and better inform their strategies. Here's an overview of some of the graphs and stats that have been presented in the case. First off, if you were still unclear, video is the focus on Facebook: As you can see, more and more people are spending more and more time watching video on Facebook. And Reels specifically have been the big winner over time: As shown here, general Facebook News Feed engagement has dipped, and Facebook Stories have never really caught on, but Reels continues to rise, as Meta pushes more and more of them in front of its audience. Which is probably no big surprise. Meta has credited its shift to an algorithm-defined feed of recommended Reels for increasing engagement on both Facebook and IG, and as a general user, you've no doubt become accustomed to the constant stream of videos in each app. But this is also worth noting from a usage trends perspective, and understanding what people come to Facebook and Instagram for these days. In its opening statement, Meta also noted that 63x more messages are sent in its apps every day, versus public posts, further reiterating the broader shift towards video for entertainment, and messaging for connection. Public posting is simply not a major element of Facebook or IG anymore. So what does that mean for marketers? Well, if people are being entertained in these apps, then getting your ads in front of them is still likely to be just as effective as it was when the focus was on friend sharing. But it is worth noting that real engagement happens in DMs, and as such, DMs may now offer a better pathway to facilitating transactional connection. Which is why Meta's Click-to-Message ads have seen a rise in interest of late. It's also why the platforms are making creators a bigger focus, because general users aren't posting anyway. If social apps want to keep people coming back, they need to focus on what incentivizes creators to post, in order to keep their content streams flowing. In terms of what content specifically, video is clearly where it's at, and if you're not creating video content, you should definitely be considering it. Meta also shared insights into which apps benefited most when TikTok was temporarily banned in the U.S. So if TikTok is eventually kicked out of America, due to the 'Protecting Americans from Foreign Adversary Controlled Applications Act,' you can likely expect Facebook, Instagram, and YouTube to scoop up most of that traffic. Meta's also noted the increasing similarity between apps, with every platform copycatting each other. Again, no surprises here, but it is interesting to note the gradual convergence of features, and the lack of differentiation between platforms as a result. These are just some of the revelations from the Meta FTC trial, providing a rare glimpse into the actual working data from inside Meta HQ. If you were looking to get a better understanding of broader social media trends, these will do it. Recommended Reading Meta Outlines Facebook, Instagram and Threads Ad Updates at NewFronts 2025 Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Time Business News
12-05-2025
- Business
- Time Business News
Mastering Video Marketing: 7 Proven Ways to Dominate in 2025
Video has eaten the internet. With over 91% of businesses now using video as a marketing tool (Wyzowl, 2024), it's clear that video is no longer optional—it's essential. Whether you're a startup or an enterprise, mastering video marketing isn't just about creating content; it's about strategically using video across platforms, formats, and funnels to drive growth. In this guide, we'll break down the key platforms, the most effective formats, and the actionable strategies you need to excel in 2025. Let's dive into how you can truly master video marketing and turn views into value. Video has unmatched power when it comes to engagement, education, and conversion. Here's why: Viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text (Insivia). when they watch it in a video compared to just 10% when reading it in text (Insivia). YouTube is the second most visited site globally, just behind Google. Including a video on your landing page can boost conversion rates by up to 80% (Unbounce). Simply put, video is the most impactful medium for storytelling and brand building. But how do you stand out in a saturated digital space? With over 2.7 billion monthly active users, YouTube is essential for long-form, educational, and evergreen video content. Think tutorials, product reviews, webinars, and how-to guides. Optimize your videos for YouTube SEO by using keywords in titles, descriptions, and tags. Don't forget engaging thumbnails and clear calls to action (CTAs). Instagram Reels and Facebook Stories are perfect for quick, attention-grabbing videos. Use them to highlight behind-the-scenes footage, promotions, or influencer collaborations. For Reels, focus on trending audio, short-form storytelling, and clear branding within the first few seconds. If you're targeting Gen Z or younger millennials, TikTok is non-negotiable. TikTok's algorithm favors creative, authentic, and user-driven content. Challenges, UGC, and duets work exceptionally well here. Don't focus on being polished—focus on being relatable. LinkedIn video is ideal for thought leadership, company culture, testimonials, and case studies. Native video performs better than external links. Keep it professional but human. This is your opportunity to connect directly with decision-makers. These platforms favor real-time updates and quick takes. Use video for thought snippets, announcements, or looping animations. Keep it short and impactful—under 30 seconds is ideal. Different formats perform differently depending on the platform and audience intent. Here are the top video formats that are winning right now: Dominating platforms like TikTok, Instagram Reels, and YouTube Shorts, these videos should focus on one idea, trend, or hook. They're great for expanding reach and building awareness. Perfect for landing pages, product launches, or email marketing. These 60–90 second videos explain your product or service clearly, using animations or live-action storytelling. These offer real-time engagement and work well for product demos, Q&A sessions, or expert panels. Platforms like LinkedIn, Facebook, and YouTube are ideal for streaming. Social proof in motion. Real customers talking about their experiences adds credibility and trust, especially in B2B and SaaS industries. Encourage your community to share videos using your product or brand. UGC not only reduces content creation costs but also drives authenticity and engagement. Let's get practical. Here are 7 tried-and-tested strategies for mastering video marketing this year: Don't create video content just for the sake of it. Are you aiming to boost brand awareness, drive leads, increase conversions, or improve customer retention? Each goal requires a different approach, platform, and format. Map your video content to the customer journey: Top of Funnel (Awareness): Short, entertaining, or viral content Short, entertaining, or viral content Middle of Funnel (Consideration): Explainers, tutorials, testimonials Explainers, tutorials, testimonials Bottom of Funnel (Conversion): Product demos, case studies, personalized videos This structure ensures that you're nurturing leads at every stage with the right content. According to Facebook, 85% of video is watched without sound. Add captions, use bold text overlays, and ensure your visuals carry the message independently of audio. Track metrics like watch time, click-through rates, and viewer retention to determine what's working. Use tools like YouTube Analytics, Wistia, or Vimeo to dig deeper into user behavior. One long-form video can fuel multiple content pieces: shorts, quote graphics, blog embeds, and even podcasts. This multiplies ROI and maintains a consistent voice across platforms. Features like polls, clickable links, and end screens increase engagement. Use platforms like Vidyard or Vimeo for personalized and interactive video options. What worked last year may be outdated today. Subscribe to creator updates on platforms like YouTube or TikTok. Follow thought leaders in digital video marketing and adapt accordingly. The barrier to entry for video marketing has dropped dramatically. You no longer need a studio or expensive gear to get results. Start with: Your smartphone and a ring light for lighting and a ring light for lighting Free editing tools like CapCut, Canva, or InShot like CapCut, Canva, or InShot Script templates or AI tools like ChatGPT to develop concise scripts or AI tools like ChatGPT to develop concise scripts A practical digital marketing course that includes video content creation can be a great way to build confidence and skill—especially if you're new to the medium Even seasoned marketers can fall into these traps: Overproduction: Spending weeks on a highly polished video that doesn't connect emotionally Spending weeks on a highly polished video that doesn't connect emotionally Too much selling: Forgetting that video should educate, entertain, or engage—before it converts Forgetting that video should educate, entertain, or engage—before it converts Ignoring captions and accessibility: Missing out on a wider audience by not making videos inclusive Missing out on a wider audience by not making videos inclusive Not tracking metrics: Posting and ghosting won't help—data is your roadmap HubSpot runs a highly successful YouTube channel offering free education, interviews, and explainers. Their consistent branding, SEO-optimized titles, and audience-first content helped them grow exponentially and funnel subscribers into their ecosystem. Glossier empowers its users to create and share video reviews and tutorials. These real, unpolished videos helped the brand grow without heavy ad spend and created a cult-like following. Mastering video marketing is not about chasing every trend—it's about knowing your audience, your brand, and your business goals. Video should be part of an integrated marketing strategy, not an afterthought. It's storytelling at scale, and the brands who do it well in 2025 will win not just attention—but loyalty and revenue. Want to take your next step? Enroll in a practical digital marketing course that includes hands-on video strategy modules and start building your brand's visual voice today. TIME BUSINESS NEWS
