We’ve told you that 2015 will be the year that brands infiltrate increasingly popular chat apps. Just how they will take advantage of this huge space is beginning to play out. The Wall Street Journal has 700,000 followers on Line and WeChat combined, and is actively experimenting on both platforms by creating news alerts. The BBC, The Huffington Post U.K., and BuzzFeed have all established WhatsApp channels that serve a similar purpose. For the time being, the activity for these outlets is about “raising brand awareness and increasing the reach of the brand,” rather than profits or subscriptions. (Digiday)
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