WhatsApp Intros Ads, Meta Warns Against Post Links and Big Brands Invest in Influencer
Welcome to Prosek’s Digital Download: where industry-leading insights in professional services and digital marketing collide.
It’s always been crucial for marketers to meet audiences where they are, in terms of both distribution channels and messaging. With the news that WhatsApp is introducing ads, Meta is advising against linking off-platform and big brands are increasing their investment in influencer marketing, it’s more important than ever to consider how - and where - content can create meaningful impact.
Stay ahead of the curve by reading the latest updates below.
3 Can’t-Miss Digital Updates
Social Media and Advertising
Meta is Finally Bringing Ads to WhatsApp
What’s happening: Meta officially announced it would roll out ads on WhatsApp. They will only appear in its “Updates” tab, populating within the Stories-like status feature that allows users to share disappearing text, photos, voice notes and more. Meta shared that approximately 1.5 billion users leverage the feature each day, though it remains separate from all personal chats. The update will also include channel subscriptions, where users can pay a monthly fee to their favorite pages to receive exclusive updates, and promoted channels, a paid search function that will allow channel admins to boost their pages’ visibility.
Why it matters: With over 3 billion monthly users, introducing ads to WhatsApp creates a significant opportunity for advertisers. This update is especially appealing for those interested in tapping international audiences, as the majority of WhatsApp’s users hail from India and Brazil. However, Meta CEO Mark Zuckerberg also noted the app’s popularity in the U.S. is growing, with over 100 million users and counting. Marketers should closely monitor these new opportunities to evaluate whether building a presence on the platform could advance business goals.
Big Brands are Spending More on Influencer Marketing
What’s happening: According to a recent report from Statista, the global influencer marketing industry is expected to grow 36% between 2024 and 2025, reaching close to $33 billion in total. This shift is largely being driven by big-name brands, who are now expanding their influencer marketing budgets to tap into the popularity of online creators.
Why it matters: Brands’ increased investment in influencer marketing signals another shift away from more traditional, corporate communications towards audiences’ preference—and credence—for more personal messaging. Marketers should consider leaning into an approach that builds trust with their target audience, whether it’s through an established leader or trusted third-party.
Meta Advises Page Managers to Include Links in Post Comments
What’s happening: Meta shared an official recommendation via its Professional Dashboard to suggest that page managers move links from the body of posts into the comments, noting it could avoid distracting audiences and increase reach. The recommendation is backed by the company's recent "Widely Viewed Content Report," which notes that 97.3% of all post views on Facebook in the U.S. go to updates that don't include a link to a source outside of the app.
Why it matters: This recommendation from Meta feeds into a larger debate regarding whether or not including a link in a post can cause the content to be de-prioritized by algorithms, as many platforms look to keep users scrolling. When creating content, it's important to weigh whether driving traffic to any given link should take priority over engaging audiences. Consider experimenting with content that delivers insights directly in-feed and/or links off platform to see what resonates.
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