This year, Anghami worked with communications provider Infobip to use the WhatsApp Business API to connect with musicians and send them relevant notifications, and saw a 3.7X increase in engagement. The goal was to keep artist’s updates and to facilitate a better communication between the two parties.
Previously, Anghami had used emails to send data, reports, and promotion opportunities to contributing musicians, but now it was time to find a more efficient communication method that could easily measure and track listener engagement for events such as discography updates, new releases and uploads, new milestones in download numbers and followers.
Because WhatsApp is widely used throughout the Middle East and North Africa and can be used for two-way conversations, Anghami decided in October 2019 to adopt it as a communications channel and as a way to send direct messages to artists on Instagram.
Anghami worked with communications provider Infobip to set up WhatsApp as a personalised channel to interact with artists, who could opt in while registering their Anghami accounts. The music platform then used WhatsApp to send artists notifications about significant events (such as the release of their new songs) as well as updates about their achievements (such as streaming data and new followers gained).
Artists could also use WhatsApp to alert Anghami about any issues they encountered when uploading music to the platform. Anghami used WhatsApp extensively during its 2019 End of Year Stats Campaign, which provided artists a report detailing all the milestones they had achieved in 2019.
With help from Infobip, Anghami successfully launched the WhatsApp Business API as a communication channel to keep in touch with artists more easily and efficiently. Between October 2019–March 2020, Anghami saw the following results:
- 97% decrease in response time on WhatsApp compared to email
- 3.7X increase in engagement for WhatsApp messages compared to email
WhatsApp allows the company to be conversational with its artists, rather than simply disseminating information. We wanted to bridge the communication gap we were experiencing and talk to our users via a channel that was native to them. We are still experimenting with WhatsApp and exploring other use cases based on the positive results we have seen so far. We have plans to take WhatsApp communication to the next level.Ryan Saddi
Integrations Lead, Anghami