Spotted

Looks like ‘Whisper’ is now shouting thanks to the Mail Online

by Jo Crellin |

Usually I focus on networks where we can get the most likes, comments and shares for our clients which often consists of a tailored cocktail of Facebook, Twitter, Google+ and Instagram among others but this week my eyeballs have been drawn to the darker side of anonymous social networking that is Whisper.

Before you jump to conclusions, I haven’t been confessing to a crush on Justin Beiber or stealing satsumas from Waitrose but I can’t help but notice how this social network has been hitting the headlines recently.

If you read Buzzfeed, Tumblr blogs and now the Mail Online you’ll have seen them too. In fact, Whisper has featured over 10x in the Mail Online over the last month.

Whisper confessions about fast food and teachers

Usually a list of meme-style images showing funny or controversial confessions, these articles feature headlines that are classic click bait:

• Singletons reveal their WORST first dates on anonymous confessions app
• Models reveal why they really HATE their job on confessions app
• Women take to anonymous app Whisper to explain why they WON’T be voting for Hillary Clinton

So how can PR get involved? Understanding that the mainstream media has confirmed that these are stories people want to read, means there are stories to be written. However, many brands don’t want to post on this network (though some have) due to its adult and sometimes negative nature, but it’s proving to be a great tool to use for social listening.

Another obvious benefit I’ve spotted is that as all Whisper content is anonymous, so if there’s no need to worry about crediting your source, then there are no copyright issues.

Wherever people talk and gossip, they’re likely to be talking about you so if you think your brand is the talk of the town, then it’s worth taking a look and using the insights for your next press piece. And likewise, if your aim is to court controversy then this is the place for you, after all, if the truth doesn’t matter here, then perhaps brands can flaunt their cheeky side.

All things considered, I won’t be recommending Whisper for any of our current spottydog clients but I’ll definitely be keeping an eye on the press to see if this trend for sharing anonymous content means that Whisper has reached the tipping point.