YPulse’s Social Media Monitor data shows WhatsApp is beating out every other social media feed among young Europeans but, so far, the platform received little attention from brands. To be fair, WhatsApp was designed as a private text-focus app comparable to Apple’s iMessage, so brands couldn’t always do much on the platform. But things are changing fast and Meta is making the app a major focus in 2024, with Zuckerberg even calling it the “next chapter” for the company. With nearly three quarters of young Europeans using the app, now is the time for brands to get their WhatsApp plans in place—and take it as seriously as they take TikTok. In fact, one of YPulse’s predictions in Western Europe for 2024 is that WhatsApp will become a social platform in its own right and more brands will start using it to reach young Europeans. While legacy platforms like Instagram, YouTube, and TikTok are crucial to effectively engage with young Europeans, brands need to acknowledge that they are using WhatsApp...
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