The digital-war weapons: videos
Video-telling suffered quite a blow by Whatsapp.
Snapchat, king of social networks in 2016, takes over Instagram and then Facebook. Only Whatsapp stops the attack and defends the textual status with steel shields.
It looks like a medieval battle, which it sort of is, with one exception: there are digital communication tools for fighting, instead of cruel swords.
How am I doing? It is easier to show you than to tell you
Whatsapp’s idea was to replace the traditional “status” with a mini video.
This goes hand in hand with what is happening on Facebook, where STORIES made their debut. Zuckerberg decided to integrate the communication of millions of people by allowing to share mini videos. The idea is not that original, and it comes in the wake of Snapchat’s success, where videos run the place.
Whatsapp follows the social network footsteps, and in February it offers the video status.
Straight A's: prompt feedback reactions
Just after a few weeks from the introduction of the video status, Whatsapp backs up. The most interesting aspect is related to the fact that they listened to the users. After realizing their disappointment due to the absence of the textual status, the American multinational corporation decides to intervene through a press release, reported by TechCrunch: “we are now aware that our users were not able to set a text-only update on their profile, thus we decided to add this function in the ‘About’ section of the profile settings. Now the status update will appear next to the user name any time the contacts are viewed, e.g. during the creation of a new chat or in Group information. At the same time, we are continuing to build the new fun and addictive ‘Status’ function, which provides different ways to share photos, videos and GIFs with your friends and family during the day.”
As in any decent story, there's a moral!
It goes without saying that Whatsapp has escaped from battle unscathed: it has topped the ‘snapchatification’ process. Without mentioning the speed of reaction to the users’ needs. From a marketing point of view, the American company can’t go wrong:
- it answers a trend
- it monitors feedbacks
- it offers an integration that increases the perceived value
If it were a story, it might be worthy to focus on the lesson. Learn to replicate.