The WhatsApp Opportunity for Black Friday

Black Friday represents one of the most lucrative sales periods each year, but with competition at an all-time high, capturing customer attention is a real challenge. While traditional channels like email and social media are effective, they often fall short in creating real-time connections.

That’s why we believe that every successful e-commerce or retail business should leverage WhatsApp for Black Friday as a crucial tool. By implementing a tailored WhatsApp Black Friday strategy, you can engage customers when they’re primed to buy, making each interaction more meaningful and personalised.

Email marketing and updates are often easy to overlook. Most people instinctively check their phones for WhatsApp messages; in fact, it’s the most widely used app in South Africa. According to Statista.com, “94 percent of internet users in the country use WhatsApp.” Facebook and TikTok follow, with penetration rates of around 88 percent and 74 percent, respectively. The potential reach of Facebook ads amounts to 22.2 million users.

This stat alone makes WhatsApp essential, but there’s even more reason to adopt it: According to Meltwater, South Africa has some of the highest internet usage rates globally, with the average user between ages 16 and 64 spending over nine hours online each day. Social media usage is also high, with platforms like WhatsApp driving significant business revenue. “Compared to the global average of 37.9%, 51.9% of South African users say that social media is part of their work activity.”

Taking a broader view, Rayasel’s article on WhatsApp user statistics notes that over 50 million businesses use WhatsApp to connect with their customers. Each day, 175 million people send messages or interact with a business on WhatsApp. WhatsApp Business has seen remarkable growth, reaching over 200 million monthly active users as of June 2023.

Studies indicate that people are far more likely to open a WhatsApp message than an email, with WhatsApp boasting an impressive 98% open rate. This shift has led many businesses to pivot from traditional email marketing to WhatsApp for better engagement.

In 2023, Standard Bank reported record-breaking Black Friday spending, with both in-store and online purchases surging. According to Bizcommunity, online shopping alone grew by 17% in 2023 and has increased by over 30% since 2021.

Given these high engagement rates and WhatsApp’s widespread usage in South Africa, it’s clear why local businesses should integrate it into their Black Friday marketing strategies. Nearly all South African internet users are on WhatsApp, making it an unparalleled channel for reaching customers directly and in real time. Especially during high-spend periods like Black Friday, WhatsApp Black Friday promotions can boost engagement, personalise customer interactions, and drive sales more effectively than traditional channels.

Why WhatsApp is Ideal for Black Friday

At Bluetick, we see Black Friday as the ideal time to kick off a WhatsApp marketing strategy, and here’s why:

• More Customers Opting In: During Black Friday, customers are actively seeking deals, making them far more likely to subscribe to WhatsApp marketing messages than at other times of the year.

• Extra Sales from an Extra Channel: Adding WhatsApp as a marketing channel can significantly boost sales.

• Carryover for December Sales: A positive Black Friday experience with your brand can keep customers engaged through the holiday season, translating into additional revenue from ongoing sales, holiday promotions, and New Year’s deals.

• Stand Out from Competitors: WhatsApp for Business is still relatively new in South Africa, so using it effectively sets you apart from other brands, providing a more personalised experience for customers.

• Collect Valuable Customer Insights: WhatsApp’s interactive nature is perfect for gathering “zero-party” data—information customers willingly share with you. This data is invaluable for crafting more relevant campaigns.

Strategy for Black Friday on WhatsApp: Strategise, Engage, and Sustain

Now that we’ve covered why a WhatsApp Black Friday strategy is essential, let’s dive into how to maximise WhatsApp this Black Friday. Our 3-part strategy—Strategise, Engage, and Sustain—is designed to help you plan, capture sales, and maintain customer relationships long after Black Friday ends. With these actionable steps, you’ll be set to turn WhatsApp into a powerful tool, building excitement, engaging customers in real time, and driving significant sales

Strategise: Laying the Groundwork for Black Friday Success

A successful Black Friday campaign on WhatsApp requires planning that builds anticipation, prepares your audience, and sets the stage for conversions. 

• Build a Targeted, POPI-Compliant List: Segmentation is key. Use WhatsApp as a high-engagement channel for your most valuable customers—those who are engaged and responsive. Email remains vital for broad updates, while WhatsApp enables meaningful, real-time interactions with your top customers.

• Entice with Perks: Offer incentives like:

  • Exclusive access to deals

  • Special early-bird discounts

  • Sneak peeks of Black Friday offers

• Frame it as a VIP Experience: Emphasise that your WhatsApp list is a VIP community where subscribers get first access to limited offers. Send an email to your most engaged customers, inviting them to join an exclusive WhatsApp group to build a sense of exclusivity and urgency.

• Develop High-Impact Content: Use teasers, countdowns, and visual engagement to build excitement and keep your brand top of mind.

POPI Compliance

South Africa’s POPI Act, much like the EU’s GDPR, requires businesses to adhere to strict data privacy standards, notably the opt-in principle. This means businesses must have a legal basis—usually customer consent—before processing personal data, ensuring greater transparency and protection.

This is the most critical aspect to get right. Sending WhatsApp messages to recipients who haven’t given consent can lead to serious issues for your WhatsApp Business and Meta business profiles. Meta and WhatsApp enforce strict policies, and failure to comply after a warning can result in being blocked or banned. While the principle may seem straightforward, many databases are poorly maintained and often contain contacts who did not agree to receive WhatsApp messages.

Engage: Driving Real-Time Sales on Black Friday

On Black Friday, WhatsApp’s immediacy is a game-changer. With targeted messaging and real-time engagement, you can capture customer interest and drive conversions at the right moment.

• Abandoned Cart Reminders: Send reminders with scarcity tactics, like “Only a few left!” or “Your cart is about to expire—complete your purchase now!”

• WhatsApp Flash Sales: Create urgency with hourly flash sales for WhatsApp-exclusive discounts.

• Personalised Discounts: Segment your list and tailor offers based on previous purchases or browsing history.

• Chatbots for Immediate Responses: Deploy chatbots to handle inquiries quickly, providing FAQ responses and quick checkout links.

Sustain: Turning Black Friday Buyers into Long-Term Customers

After Black Friday, focus on sustaining relationships with your new customers. WhatsApp is a powerful tool for ongoing engagement and loyalty building.

• Post-Purchase Engagement: Send thank-you messages and request feedback, offering small incentives to encourage responses.

• Build a VIP Community: Invite customers to a WhatsApp VIP list with perks like early sale access and loyalty points.

• Encourage Referrals: Offer discounts for both the referrer and the new customer, growing your list with like-minded contacts.

• Data-Driven Segmentation for Holiday Campaigns: Segment based on Black Friday data to keep customers engaged with seasonal offers, curated gift guides, and holiday ideas.

Unlock the Full Potential of Black Friday with WhatsApp

In today’s competitive landscape, standing out during Black Friday requires more than just offering deals—it’s about creating connections that feel timely, relevant, and personal. As consumer expectations evolve, customers want immediacy, convenience, and a shopping experience tailored to their needs. WhatsApp Black Friday promotions allow you to offer that, providing an engaging, interactive channel that helps businesses stand out.

WhatsApp doesn’t replace traditional channels like email; it’s a powerful complementary tool that drives immediate responses and boosts conversion rates when used strategically. By reserving WhatsApp for your most engaged customers, you’re not only staying top of mind—you’re offering a VIP experience that’s uniquely tailored.

Our Strategise, Engage, and Sustain framework provides a roadmap to leverage WhatsApp for Black Friday. Strategise emphasises building a POPI-compliant subscriber list, engaging customers likely to convert. Engage uses WhatsApp’s immediacy to drive real-time conversions on Black Friday, and Sustain focuses on converting Black Friday buyers into loyal customers through ongoing engagement.

With WhatsApp, you’re not just capitalising on a one-day event; you’re building an interactive and lasting customer journey. Embrace this approach to create memorable campaigns that turn new customers into loyal advocates. This Black Friday, set your brand apart with WhatsApp’s potential. With the right strategy, the possibilities are endless.