Data Journalism Lab Zw

Utilizing WhatsApp's ubiquity in Zimbabwe by Nothando Mathe

Developing a WhatsApp-focused growth plan for Kukurigo

WhatsApp has become a powerful platform for distributing news in places where traditional media faces accessibility challenges. In Zimbabwe, with high data costs, WhatsApp has emerged as a widely adopted way for newsrooms to share information even in remote areas.

As part of my capstone project for the Innovate 360 journalism program, I aim to develop and implement a strategic audience growth plan focused on leveraging WhatsApp's extensive reach within Zimbabwe to expand the readership of Kukurigo.

Over the next six months, I will conduct audience profiling using surveys and polls to understand the demographics of our current WhatsApp subscribers. This will allow me to tailor content to different cohorts and their interests in trending political, economic and social issues.

In addition to diversifying our audience, I also plan to create a new interactive online platform to supplement Kukurigo's existing view-only website. This will help foster greater public discussion and engagement around important topics.

The success of this project will be measured by increases in WhatsApp traffic and audience numbers from our profiling and targeting efforts. By taking inspiration from models established by other innovative newsrooms on WhatsApp like the Centre for Innovation and Technology and News Report, I aim to strengthen Kukurigo's position as a leading voice in this new format of mobile journalism within Zimbabwe.
U.S. Embassy Zimbabwe


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Utilizing WhatsApp's Ubiquity in Zimbabwe Developing a WhatsApp-focused growth plan for Kukurigo news outlet