A new global report from WhatsApp Business has landed, and if you run a small business, you need to read it. Not skim it. Actually read it. Because it contains many reasons to rethink how you communicate with every person who might ever give you money.

The State of Business Messaging report from WhatsApp surveyed over 11,000 adults across 22 markets. That’s not a survey your mate did in a Facebook group. It’s a serious, Kantar-commissioned, globally weighted piece of research. And the numbers are not subtle.

Why Messaging Is Now the Number One Way Customers Want to Contact a Business

Let’s start with the headline figure, because it deserves its own moment.

Over 70% of online adults say messaging is their preferred way to communicate with a business.

Not email. Not phone. Not a contact form that disappears into the void. Messaging.

And the same number explicitly prefer messaging over calling you. Which means the phone you’re sitting next to waiting for it to ring? It’s giving your customers the ick.

This isn’t a niche preference among the Gen Zs who’ve never used a landline. This data spans 22 global markets including the UK, covering adults aged 18 to 64. Messaging isn’t the future. It’s already the present.

How Slow Response Times and Missing Contact Options Are Costing You Customers

There’s a phrase in this report that stuck with us: the “frustration tax.”

Traditional channels like phone and email aren’t just less popular – they’re actively damaging your relationship with potential customers before it’s even started. 69% of consumers say that being put on hold is a waste of their time and deeply frustrating.

Here’s the thing for small businesses: you probably don’t have a hold queue. But if your only contact option is a form that takes 24 hours to respond to, the feeling is the same. You’ve already lost them to someone who messaged back in 24 minutes.

And over 65% of online adults say they feel frustrated when a business doesn’t offer messaging as a contact option at all. That’s two thirds of the market who are already annoyed at you before they’ve even tried to buy something. Not a great start, eh.

How WhatsApp for Business Increases Trust, Sales and Customer Loyalty

Right. So what’s the upside? Quite a lot, as it turns out.

72% of consumers are more likely to purchase from brands that offer messaging. The channel itself has become a conversion tool, not just a communication tool.

For solopreneurs and small teams, connection is your competitive advantage over the corporates. You are the person behind the business. Messaging lets you show that. 74% say they trust a business more when they can message it directly. Trust is the thing every small business owner knows they need. A green tick and a quick response does more for trust than a year’s worth of nicely designed content.

How to Use WhatsApp to Sell, Not Just Chat: The Case for Conversational Commerce

64% of online adults prefer to make a purchase via messaging over going to a physical store and over 42% said shopping in-app would improve their experience with a business. The entire customer journey – discovery, questions, purchase, post-purchase support – is now happening inside a single chat thread for a growing chunk of the market.

The report calls this “conversational commerce.” We’d call it a 24-carat opportunity for small businesses who are nimble enough to operate this way. You don’t need a logistics team and an enterprise software stack. You need to show up, respond quickly, and make it easy to say yes.

The satisfaction rates for messaging-based transactions are remarkable. Making a reservation via messaging scored 91.3% enjoyment. Booking appointments 90.1%. Ordering food 89.1%. Shopping and buying something 87.5%. These are not the numbers of a channel people are tolerating. These are people actively enjoying the process.

Why Personalised WhatsApp Messages Outperform Generic Broadcast Marketing

Here’s where a lot of businesses go wrong.

The report found that nearly 70% of adults feel frustrated when they receive irrelevant messages from a business. Blasting your entire list with the same generic update isn’t a messaging strategy. It’s spam with a WhatsApp logo on it.

But – and this is important – the research also found that 3 out of 4 online adults value receiving personalised messages about products, services and offers from businesses. The issue isn’t messaging. It’s bad messaging. Customers don’t dislike marketing. They dislike lazy marketing.

They want to communicate with businesses the same way they communicate with friends and family. That’s a useful brief, actually. What would you say to a friend who asked about your services? Start there.

Should Small Businesses Use WhatsApp Automation and AI Chatbots?

We know, we know. People hate chatbots. Except – the data says something more nuanced.

Over 65% of online adults agree that getting a response from an AI chatbot is helpful and that getting quick responses from a 24/7 AI chatbot would improve their experience when communicating with a business. What people hate isn’t automation. What they hate is waiting. If automation removes the wait, it’s welcome.

For small businesses without a team available around the clock, this is very useful information. A well-set-up WhatsApp automation that responds instantly to common enquiries – pricing, availability, how to book – isn’t a cop-out. It’s good customer service.

The key word is seamless. The report is clear that the best model is hybrid: AI handling the volume, humans handling the nuance. For most small businesses, that’s completely achievable with the right set-up.

What the WhatsApp Business Messaging Report Means for Your Business

Because we know you’re busy, here’s the distilled version:

• Messaging is now the primary communication preference globally
• Not offering it actively frustrates and loses potential customers
• WhatsApp specifically builds trust and drives purchase intent
• The entire customer journey can now happen in one thread
• Personalised, relevant messages drive results; generic blasts drive unsubscribes
• AI and automation are welcomed when they remove friction, not add it

The businesses winning on WhatsApp aren’t the big corporates with enterprise messaging platforms. They’re the ones who respond fast, sound human, and make it genuinely easy to work with them. Nirvana, right?

Not sure where to start with WhatsApp for your business? Let’s map out what a proper set-up looks like for you – what to automate, how to set up your profile, and how to turn conversations into clients. Lots of them.

As the temperature drops and we find ourselves huddled under blankets and glued to our small screens in the comfort of our ‘working from home’ homes, we might ponder over what could be next on the horizon for social media in 2023?  Zoltar, take it away…

Chatty Business Messaging 

E-commerce paved the way for social media selling in 2022, and this trend shows no sign of slowing down. Instagram and TikTok have become established go-to platforms for e-commerce in the last 12 months, and for 2023 we will be able to add WhatsApp to the mix.

At the recent WhatsApp Business Summit in Brazil, Meta announced that it was working on ‘bringing a whole shopping experience’ to WhatsApp chat. This will include features such as searching for a business by category, and allowing businesses to create ‘click-to’ messaging ads, so expect to see updated business-friendly WhatsApp features on your mobile very soon. 

Keeping it Reel

No surprises here, but it looks like short-form video content is here to stay for 2023 and increasing in popularity. TikTok is still king with over 1.5 billion active monthly users in the last quarter of 2022, and Reels on Instagram are still getting prime-time with the algorithms.

YouTube have recently clocked on and launched their own ‘Shorts’ platform. ‘Shorts’ is proving lucrative for influencers as YouTube pays top-performing videos a percentage of all ad intake based on views, unlike TikTok’s less profitable Creator Fund.

Could YouTube take the crown from TikTok in 2023 as the top short-from video platform by attracting the most talented creative folk? 

The Designer Avatar

2023 will also see the rebirth of the avatar. Avatar integration is high up on Meta’s priority list as it envisions avatar identities as the key proprietors of the Metaverse. This digital form of identity has no limits and will incorporate sponsored items, customised costumes, and new ways to connect digitally. Luxury fashion brands are already selling designer avatar clothing in the Meta Store.

Gone are the gimmicky basic caricatures of 2020, and in their place are more sophisticated, multi-dimensional characters with interchangeable features. Apple has already done this with their Memojis, and WhatsApp have just launched theirs following on from Facebook. Meta’s reasoning behind the new feature is both fun and privacy. Eliminating the need for one to share a personal photograph, but also a fun way to create an expression, a step up from the standard emoji.

Expect to see avatars popping up on all Meta platforms in 2023 at a screen near you.

AI Creativity

Following on from the emergence of avatars is the rise of Artificial Intelligence on social media. With a focus on creativity, new tools for generating mind-boggling landscapes, sensual selfies and even cuter pet portraits will soon have full integration onto social media platforms with an aim to increase engagement.

Only last week the Lensa.ai app caused a storm through the creation of dreamy selfies and ‘Magic Avatars’, though not without its criticism. AI editing programs such as Midjourney enable the creation and sharing of digital art on an incredible level that would give Salvatore Dali a run for his money, and can be an impressive way to attract attention for your business or brand.

Virtual Reality will also be making an appearance, alongside Augmented Reality functionalities. Keep an eye out for Meta’s Ray Ban Stories AR-enabled glasses, which are due to be released at the end of 2023. Hopefully they will be more stylish than the cardboard red and blue 3D-TV specs from the nineties.

Multi-Sensory Multi-Tools

Multi-sensory experiences in general seem to be the flavour for Social Media in 2023, and aside from the aforementioned entertainment platforms, LinkedIn will be having its moment by creating and integrating video connection tools such as introduction video snippets, video chat features and Zoom-like meetings. It also plans to enable users to host professional audio events in the form of interactive podcasts.

New for LinkedIn in 2023 will also be a focus on allowing more data insights for jobseekers, building on its learning platforms for upskilling, and creating intelligent pathways for landing that  ‘dream job’. After having record levels of engagement for 2022, we are excited to see how LinkedIn continues to thrive in 2023. 

Whether or not these predictions manifest into reality remains a mystery, but we hope we have given you some sparks of marketing inspiration. Now time for eggnog. 

In October, Egyptian archeologists made headlines around the world after they uncovered more than 100 perfectly preserved ancient sarcophaguses, buried over 2,500 years ago. 

History lovers may be drooling at the discovery, but when it comes to making things that last, social media seems to be heading in the opposite direction. Take Facebook, for instance, and its new Vanish mode.

Developed for its Messenger and Instagram platforms, it allows users to write messages that automatically delete after they have been read and the recipient has left the chat. 

“We designed Vanish mode with safety and choice in mind, so you control your experience,” said Bridget Pujals, Messenger Product Manager, and Manik Singh, Instagram Product Manager. 

The tool, which is scheduled to come to Europe after its US debut, can be activated by swiping up on a smartphone in an existing chat thread. To go back to the original messaging mode, simply swipe up again. 

One feature we particularly like is if anyone takes a screenshot of a chat in Vanish mode, users are automatically notified.  Stalkers, take note.

Messenger and Instagram aren’t the only ones jumping on Snapchat’s here-today-gone-tomorrow concept. Facebook recently enabled WhatsApp messages to disappear after seven days, LinkedIn launched Stories, as it aims to shed its stuffy image, while Twitter’s Fleets, which the platform said “help start conversations” also last for just 24 hours.

Our takeaway: ‘time’ to make your first impression count,

We’re 24 fingers, a digital marketing agency and a proud member of the Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community and the Organisation for Responsible Businesses. If you’re feeling all fingers and thumbs with your online marketing, use our hands (and hearts and minds) to get extra digits on your bottom line. Book your free strategy call here.

In just a few short years, WhatsApp has become a hugely mainstream part of how we communicate. The app, which is owned by Facebook, allows us to chat either one to one or within groups, and send photos, voice memos and even locations at the touch of a button, for free. And now the app has taken a step towards maximising its ecommerce potential by adding a new WhatsApp shopping button into business chats too. Of course, team 24fingers are all for shopping (all the shoes), and definitely all for maximising what we can do at the touch of a button with one of our 24 fingers.

Browse while you chat

Similar to the shop options already available on Instagram and Facebook, the new WhatsApp shopping button – which will look like a shop front icon – will take you through to an in-app catalogue of a brand’s product listings.

This feature will be available to businesses which use the WhatsApp Business app, and who have a catalogue listed. Without this, the WhatsApp shopping button won’t appear. However, if you’re a business making use of both of these options, it will allow the user to tap through and make a purchase within the app.

And shop while you chat

The idea of shopping while you chat is that you’ll be able to transfer money within WhatsApp itself. This will make it easier for people to make subsequent purchases, and it could see WhatsApp becoming a key ecommerce app. In turn, this will allow Facebook, who are WhatsApp’s parent company, to monetise the app.

Although ads were trialled in WhatsApp previously and found not to bring sufficient return, if Facebook are able to make WhatsApp an essential business tool for brands, it may be able to charge to use it, or take a percentage of any transactions made through the app. Don’t forget you can link Facebook and Instagram promotions to WhatsApp including having customers send you messages via the platform.

WhatsApp could therefore present great opportunities for many businesses as it looks to streamline both shopping and connection between brands and their audiences. If you’d like us to apply our 24 fingers to your brand’s business messaging, get in touch. On WhatsApp or otherwise, we can help you if you’re all fingers and thumbs with your social media.

We’re 24 fingers, a digital marketing agency and a proud member of the Brentwood Chamber of Commerce, Excel Business Networking Group, the Trusted Business Community and the Organisation for Responsible Businesses. If you’re feeling all fingers and thumbs with your online marketing, use our hands (and hearts and minds) to get extra digits on your bottom line. Book your free strategy call here.

“Life moves pretty fast”, said Ferris Bueller in the 1986 John Hughes comedy, and crikey do we know what he means. Facebook’s ongoing integration of its messaging apps has us all on our toes, but just when we think the paint’s dry on one new feature, along comes another. Facebook is reportedly testing – on a very small scale, mind – a new plans sticker feature that could be linked to its Rooms feature. If you haven’t heard of it before, it enables video calls from Messenger or Facebook, and hosts can invite anyone to join in, even if they don’t have a Facebook account. It also rhymes with another videconferencing service… 

According to Facebook, Rooms can be started and shared in its News Feed, Groups and Events, and the company has plans to expand it to Instagram and WhatsApp, so watch this space. 

But back to the plans stickers. You can use them to post details of a scheduled get-together on Instagram and Facebook and tell your Stories viewers how they can join the meeting.

New feature “plans” for online hangout… @wongmjane @MattNavarra ??? pic.twitter.com/GL3eb50hbB

— FDT (@fdt_vision) June 3, 2020

We at 24 fingers are always up for a get-together, but we also think Facebook’s new plans sticker feature could be a really cool way to showcase webinars or product announcements particularly when we’re spending more time online than ever before. Here’s hoping the tests go well and the feature hits our screens asap. 

Want to get the best out of the latest social media tools but not sure where to start? Talk to us at 24 fingers and we’ll make everything crystal. 

Winston Churchill once said “If we are together, nothing is impossible. If we are divided, all will fail.” Seems highly appropriate right now, doesn’t it…  As a team of 24 80 fingers and 10 tentacles across two continents, we’re highly aware that teamwork is the only way of making this dream work and as such, we’re relying on collaboration tools more than ever before. Some of you may be using already, some may be new, but we thought it might be helpful to show you how we use these collaboration tools to keep connected, to keep productive and quite frankly, to keep sane. Enjoy…

Capsule

They say: Simple yet powerful CRM. Join over 10,000 global businesses and discover an easier way to manage contacts, sales and grow lasting relationships.

We say: Our first choice if you’re thinking of introducing a customer relationship management tool in your business. Easy to use, visually appealing, provides an at-a-glance overview of our sales pipeline, oh and great value too.

Teamwork

They say: Teamwork is a work and project management tool that helps teams improve collaboration, visibility, accountability and ultimately results.

We say: It was Teamwork wot done it. First bit of software we bought and we’ve never looked back. It integrates with Office365, Gmail and all major programmes available at an IT desk near you.Their proactive support is second to none too. Booooom.

Zoom

They say: Founded in 2011, Zoom helps businesses and organizations bring their teams together in a frictionless environment to get more done

We say: Move over, Skype. You’ll hear ‘Shall we jump on a Zoom?’ pretty much every hour in our world. Rarely drops out and you get to look into someone’s eyes while you talk. Win win. PS: Now home to our social media training courses.

WhatsApp

They say: More than 2 billion people in over 180 countries use WhatsApp¹ to stay in touch with friends and family, anytime and anywhere. WhatsApp is free² and offers simple, secure, reliable messaging and calling, available on phones all over the world.

We say: Did you know you can use WhatsApp on your desktop? Transformational. Let us show how.

Calendly

They say: Find the perfect meeting time with super easy online appointment scheduling software from Calendly, and say goodbye to phone and email tag.

We say: Let customers book in a Discovery Call with you directly from Facebook using Calendly software. Book in a call with us and we’ll show you how to set it up.

Canva

They say: Use Canva’s drag-and-drop feature and professional layouts to design consistently stunning graphics.

We say: An easy-to-use design tool that’s invaluable when it comes to creating social media graphics. The team functionality also means we can share designs across the oceans. Hands touching hands, reaching out, touching me, touching you (Ed’s note: that’s enough for now, Caroline, sweetie).

Be.Live

They say: Be.Live is a super easy web software for live streaming.

We say: Now we’re a believer. With 80% of all social media content due to be video based by the end of the year,  the Be Live platform is a non-scary way of recording webinars, remote interviews and Facebook Lives. Just remember us when you win your first Bafta.

Nuvi

They say: Listen, Plan, Publish, Engage, Analyze,Locate, Review, and Capture to create better experiences for your audience.

We say: You know that software you wanted that told you what was trending on social media and it showed you the movers and shakers in your industry and what platform they’re on, and when they post, and what day, and what hashtags they use and all that? Yeah, that. Speak to Dan Haslam and tell him we sent you.

Boomerang

They say: Thoughtful productivity software that helps you focus on what matters.

We say: Let us park that non-productive spammy spam spam that we just received in our inbox until we’re ready to deal. Thanks to Boomerang, we can deal with the important stuff at the right time through its clever Gmail filter. We can totally deal with that.

Hootsuite

They say: From finding prospects to serving customers, Hootsuite helps you do more with your social media.

We say: After Teamwork, there was Hootsuite. It allows us to approve and plan content, uncover influencers, keep an eye on mentions and so much more. In a disposable world, this one’s indispensable.

So there we have it. Our pick of the best collaboration tools known to woman, man and squid. Hope that helped and as ever, if you need a helping hand, social media or otherwise, we’ve got you covered. Apart from toilet roll. Just don’t ask us for toilet roll.

Stay safe people x

1 They tell us it’s a pun on ‘What’s Up?’
2 They also tell us data charges may apply.