Yle News pilot on WhatsApp Channels
In the digital age, where communication platforms evolve rapidly, Yle News in Finland has embarked on an innovative pilot program exploring the potential of WhatsApp channels. WhatsApp, being the most popular social media platform in the country with a remarkable 73% weekly usage among Finns, presents a strategic avenue for engagement.
The main goal of this project is two-pronged:
- To see if it can gather a large number of subscribers, possibly reaching several hundred thousand.
- To direct traffic to Yle News' platforms. Since the primary focus is on the under-30 demographic, the team measures the channel's success using online KPIs. The plan is to review the results every six months and decide the pilot's future based on observed growth trends.
Diverse Content Catering to Varied Interests:
With a commitment to making 5-10 daily posts, the channel aims to cater to a wide audience by covering an array of topics. The focus is on delivering content that is important, interesting, and relevant to everyday life. This approach ensures that there is always something for everyone, aligning with the goal of fostering engagement among the diverse demographic.
Top-Performing Stories:
The top-performing stories on the WhatsApp channel provide insight into the audience's preferences. Quizzes, for example those related to the recognition of dialects and common knowledge, have proven to be popular. The diversity of content is highlighted by the success of stories like the funniest animal photos of the year, with a kangaroo playing air guitar. Even investigative journalism, such as a report on the most dangerous cities in Finland, finds its place among the top stories.
Challenges and Resilience in the Digital Landscape:
To tackle challenges in the digital realm, Yle New is proactively planning a Google Forms study to gain insights into their user base.
Navigating the verification process posed a unique challenge due to Meta's restructuring and the absence of media support staff in the Nordics. Yet, through resourcefulness and determination, Yle News secured verification with a contact from the UK, establishing an early mover advantage in the evolving landscape of WhatsApp channels.
The success of the project is also credited to the expertise of their social media team. They swiftly developed an engaging profile, found the right tone of voice, and seamlessly integrated the new platform into their daily routines.
As Yle News continues with the WhatsApp channel pilot, it represents a journey into unexplored territories, showcasing resilience, adaptability, and strategic vision in navigating the ever-evolving digital landscape.