WhatsUp: The DRL Takes an Early Lead, Embracing Fans on New Communication Platform
The DRL's sizeable following on WhatsApp Channels, in comparison to other traditional rightsholders, as well as its own following on other platforms, suggests being fast to act has helped it no-end
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BIG IDEA
In a strategic move to revolutionise user engagement and content sharing, Meta launched WhatsApp Channels in September, extending the platform to over 150 countries.
The initiative aimed to offer users a private and direct means to receive updates from a diverse array of organisations, artists, sports teams, and thought leaders, right within the messaging app.
This initial cohort included FC Barcelona, NASCAR, the UFC, and one of Zuck’s personal favourites, the Drone Racing League (DRL).
The DRL, renowned for its cutting-edge approach to technology and fan engagement, enthusiastically embraced the opportunity to join WhatsApp Channels, according to Ari Mark, SVP Head of Partnership Development at the DRL.
As the latest guest on the Sports Pundit Podcast, Mark cited an already strong collaboration with Meta across various platforms and described the move as a “no brainer.”
Channels provides a unique channel for rightsholders, presenting an exciting prospect for them to deepen connections with a global audience – thanks to WhatsApp’s extensive user base, which exceeds 2.7 billion worldwide.
Essentially, this all comes down to going where your fans are.
“WhatsApp is a perfect example of a platform that fits our fans,” said Mark. “It's global. We have fans all over the world. It's socially driven, it's on your phone, it's communicative, it's quick. It really fits into how our fans look to engage and look to be spoken to.”
The organisation has done an amazing job growing on WhatsApp.
As of the time of writing, the league boasts 1.8 million followers on its Channel, surpassing prominent entities like Chelsea FC (1m) and the Mercedes AMG Petronas F1 Team (977k). As well as, of course, every major rightsholder that is yet to embrace the platform, of which there are many.
Perhaps even more incredibly, this 1.8 million outpaces the DRL’s own following on other, more mainstream Meta platforms, such as Facebook (1.5m) and Instagram (360k).
This success highlights the importance of being a first mover, aligning with the DRL's ethos of staying at the forefront of technology and their willingness to take calculated risks.
As Mark explained, “I think it starts with our ethos. Our fans expect us to be at the forefront of technology and so when a new product, or a new way of engaging is coming to the market, we want to be first. We want to dive in. We want to take some risks and we want to be a trendsetter in these areas.”
This is all great, but what is the strategic significance of embracing this new platform?
First off, WhatsApp Channels offers a unique advantage in terms of content visibility. The chronological order of updates simplifies information sharing and also facilitates traffic redirection to owned platforms (think: links to competitions and events). This stands in stark contrast to other social platforms where content may easily get lost in the noise, especially during live events and where external hyperlinks are weighted poorly.
Secondly, the DRL's experience on WhatsApp Channels also underscores the value of being inside fans' preferred messaging app. The proximity of official updates within WhatsApp facilitates the easy sharing of engaging content, sparking conversations among fans. This aligns with the concept of 'owning the group chat,' as discussed previously by the likes of Dan Porter, CEO of Overtime.
Think of it this way, if a cool video or graphic comes through to your phone via the DRL’s WhatsApp Channel, it’s easier than ever to forward that media to a friend or a group of friends.
While data collection and fan interaction on posts is currently extremely limited on the platform (you can only react to posts with an emoji), there is significant potential for it to evolve and become an even more robust tool for rightsholders in the future.
Among industry reports, there is plenty of speculation that group chats could become the future of social media. (A bit like Discord,) WhatsApp Channels present an opportunity for rightsholders to tap into this consumer trend - which is seeing people shift from broad social platforms to niche networks where they can connect with specific, like-minded audiences.
While this new platform doesn’t take you, as the rightsholder, directly into these intimate group chats, it does enable you to help fuel the conversation with your fans en-masse - and provide them with clear and succinct updates which may get lost on other platforms.
Ultimately, at a time where there has never been more content and noise, this function strips that back and allows users to see only the kind of content they want to interact with. The DRL has been quick to recognise that and it’s sizeable following on the platform in comparison to other traditional rightsholders, as well as its own following on other platforms, suggests being fast to act has helped it no-end.
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THE PODCAST
Want to hear more from my conversation with Ari?
We discuss the development of drone technology, robotics, and AI, solving problems for partners and tapping partners to solve problems, engaging with fans away from broadcast TV, esports as a talent funnel and engagement tool, and much much more.
Listen to the full podcast via the link below - and I’d love to hear what you think!👇
JOB BOARD
Sport Engagement Coordinator - Team GB (London, UK)
Senior Manager, Head of Wellness Advisory, Central Business Services - Deloitte (London, UK)
Manager, Enterprise Loyalty and Membership Strategy - Fanatics Events (New York, US)
Manager, Partnership Marketing - US Soccer (Atlanta, US)
Manager, Athlete Marketing - Red Bull (Dallas, US)
Do you have a job you’d like to promote to the amazing readers of this newsletter? Drop me a note at andy@sportspundit.co
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