The Financial Times has been broadcasting stories through WhatsApp for the past year as a way of reaching new readers, growing loyalty and driving people back to the FT’s site, where they are more likely to subscribe.
During that time it has honed its content strategy to push out more specific market-related stories, rather than general news, and has found that people who access the FT’s journalism through WhatsApp are more likely to return to its site in the next seven days.
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