Finding ways to market your business can be hard, but the easiest way to get your brand’s name out there is likely the most modest way. That is, to not say anything about the product you are selling and let it speak for itself. This is what many businesses using the social networking app, Whisper, are doing.
Whisper is an application that allows its users to superimpose text over an image and post them anonymously, much like a Snapchat message. The images can be viewed by and commented on by other users of the application.
The anonymity aspect of the application is what is drawing businesses to this application, because they are able to promote their product or brand through a specific image without having to create a traditional ad campaign. For example, Hulu has teamed up with the Whisper team to launch a campaign for their new original series, Deadbeat. Hulu isn’t the first to work with Whisper to create a campaign and they likely won’t be the last.
Whisper is looking into ways that it can label posts in the app that are advertisements for a business or product. The company is also trying to create campaigns that motivate people to interact, comment, and post more messages, thus boosting the usage of the app and boosting ad revenue.
The anonymity of the Whisper app gives businesses the ability to work with the social networking company to launch images containing a business’ product or brand. Since users are unaware which image is a campaign and which is from an average user, it gives businesses the edge in creating content and distributing them secretly through the app. In the last year, we have seen a rise in businesses marketing their products and services via social networking apps that use direct messaging and more secretive content.
The reason these applications are so powerful is because they allow businesses to target niche markets that may otherwise be a miss with a traditional and broader ad campaign. Whisper’s head of business development, Mike Downey notes that their application is “…a great content marketing and brand storytelling platform”. It is very clear that Whisper is looking to monetize its application by having campaigns for businesses, many of which aren’t publicly sponsored. We’ve seen sponsored posts work for businesses such as BuzzFeed, so expect to see a rise in these campaigns on Whisper.
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