Entertainment brands are currently popular on the app - which makes sense since their products have shorter shelf lives - although Rockman said he has spoken to brands across industries. What sets it apart is that its users are spread across America and not centered in urban areas, which is attractive to brands, Rockman said.īut the content on Whisper, just like Secret and other anonymous apps, can be problematic. For example, there are posts about teachers confessing about moonlighting as strippers, confessions about cheating on spouses, drug use and so on. The user demographic skews young, between 16 and 28 years old, and 60 percent female. The app now claims to have 10 million monthly active users and has $61 million in funding to date. A campaign MTV is running for its show, “Virgin Territory” asked viewers to go on Whisper to share stories, then used those Whispers as part of on-screen ads.

The second product is sponsored Whispers - brands can post a question, like “what is your greatest fear?” that appears in user feeds.īrands have also been using the content users create in response to their questions for other purposes. (For Fox’s “Poltergeist” movie, the keyword was “fear.”) “Tens of thousands” of people opted in to the ad, said Rockman. The first is a branded background option: Brands can buy keywords, and when users use them in posts, they’re presented with the option to overlay their Whisper over a branded background. Not only can you search for certain topics or share favorites, but you can even search for people posting nearby.

Business development and marketing lead Jay Rockman said the app’s pitch to brands is a differentiated native experience that isn’t disruptive for users but has value for advertisers. Whisper is an app you get on your phone (or your computer) where users post confessions anonymously, but instead of funky postcards they use images that are kind of Tumblr-esque. It’s not really a social network, because there’s no such thing as a Whisper user profile. Users can then privately or publicly respond to a post.

To date, the app has run 10 campaigns with brands including Fox, MTV, FX and Sundance. Whisper makes a mobile app where people anonymously post their secrets in the form of text superimposed on a picture.

About whisper app