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Lists of 'whispers' appear in stories on the app’s website, like '14 Surprising Confessions From Men Who Don’t Feel Masculine Enough,' or '17 Eye Opening Confessions From Emancipated Teenagers.' These confessions have gained the app 17 billion views a month and 30 million monthly active users. In 2014, the platform began to curate posts into BuzzFeed-style articles. For each 'whisper,' the platform’s image and video-matching technology suggests relevant backgrounds based on keywords. Whisper was launched in 2012 as a platform where people could share their innermost thoughts and feelings without the fear of backlash from followers. 'It’s a different experience and one that is resonating with advertisers because of the authenticity you can’t get anywhere else.' It’s hard not to have empathy when you open the app up and you start to read some of the thoughts and feelings that people are sharing,' said Brian Liebler, Whisper’s VP of advertising sales.

'Our superpower is that we let you read other people’s minds. However, a major global consumer packaged goods company recently joined their ranks with a campaign that makes use of almost all of the platform’s advertising products.įor two weeks, Unilever is running the first branded story on Whisper, a Dove campaign from Mindshare that extends the brand’s 'Love Your Hair' initiative on the social network.

Until recently, the social network’s advertisers have been mostly entertainment companies, with brands like Disney, Hulu and Universal Studios experimenting with sponsored posts. Whisper, a platform where unnamed users share secrets or 'whispers,' as they are called, has been testing new ad products for the past year and is gaining legitimacy with advertisers. Anonymous social media networks may seem risky for advertisers, but one 4-year-old app has been gaining their confidence.

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