Conde Nast's fashion arm British Vogue has become the latest brand to trial breaking news alerts on messaging app WhatsApp, as publishers are looking at new ways of meeting audiences where they are.
Earlier this month, the BBC revealed it had been experimenting with chat apps WhatsApp and Viber to reach those people who would not necessarily access its journalism via traditional means.
The Huffington Post has been taking advantage of WhatsApp’s offering to publisher’s since 2014, sending out politics news alerts to users of the app.
It comes as no surprise that brands and publishers are looking at ways to reach the rapidly increasing number of people who communicate via chat applications, with as many as 2.19bn people worldwide estimated to be on mobile phone messaging apps by 2019.
Vogue has been sending out fashion news and snapshots of the latest runway looks since February, when New York Fashion Week kicked off.
The fashion magazine published an article announcing its presence on the app last month, positioning its presence on the app as a must-have for those who “like to share information first”. Users need only save the dedicated number to their phonebooks, and send the FASHION to the Vogue WhatsApp group, to be enrolled to receive the “biggest breaking stories” in the fashion world.
“Joining our group means we'll message you as soon as the creative director of Dior is announced, or the Chanel catwalk pictures go live, or the Oscars dresses land on the site: no more scouring Twitter or relying on tabloids for your latest fashion fix” the post reads.
The Drum contacted Conde Nast for comment on Vogue joining the messaging app, and rumours that it’s gossip arm Glamour magazine is eyeing up the app. A spokesperson said the exploit is currently “in a test phase” and was unable to share any further information.