Facebook is reportedly testing a new feature that would allow users to syndicate their Instagram Stories directly to WhatsApp. Though still in test mode, the move would further underscore Facebook’s desire to expand the stickiness of Instagram to its other owned properties.
On the flipside, it would also help expand Instagram Stories to WhatsApp’s global audience. As of July 2017, WhatsApp commands a global audience of 1 billion users. For comparison, Instagram has 500 million daily active users.
News of the feature was initially leaked in a blog post, which included screenshot taken by an Android user from Brazil. Show below, the screenshot depicts what the cross-posting between the platforms looks like in its current test state. The Instagram Story is on the left-hand side and the cross-post to WhatsApp Status is on the right.
Currently, WhatsApp allows users to post pictures or videos as a native WhatsApp Status and personalize them with drawings, text, emojis, or GIFs, AR filters, and information such as their location and the temperature.
Facebook’s investment in WhatsApp presented the social platform with inroads into the world’s largest mobile messaging platform. Its ongoing integrations align with the company’s new mission statement, which emphasizes the goal of bringing people together and building more “meaningful communities.”
On New Year’s Eve alone, WhatsApp was the source of 75 billion messages including more than 13 billion images and 5 billion videos, translating into the platform’s “biggest messaging day ever” per Adweek.
Within the marketing space, consumer-facing brands will want to pay attention to the updates, especially as WhatsApp builds out its enterprise business capabilities.
At this time, no rollout dates are being discussed as the feature is still too early in the testing phase.
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