Whichit Lets Users Vote, Brings Brands Engagement, ROI

Asking Facebook users to choose which of four options is their favorite seems like such a simple concept but brings many potential rewards to brands, which is where Whichit comes in.

WhichitGroLondonAsking Facebook users to choose which of four options is their favorite seems like such a simple concept but brings many potential rewards to brands, which is where Whichit comes in.

Whichit — winner for the Europe, Middle East and Africa category at last month’s FbStart Apps of the Year awards — is still in soft launch but boasts some 50,000 unique users, mostly in London.

Whichit allows brands to create posts in which Facebook and Instagram users can choose their favorites from up to four options, after which they are directed to the brands’ sites, where they can purchase the products they voted for. The company explained the potential benefits for those brands as follows:

  • Increase engagement: Social influence and addictive voting compels users to interact with brand content.
  • Convert engagement into sales: Increase revenue with a simple buying journey and the ability to immediately identify and reward potential customers.
  • Gain valuable analytics: The application collects granular data about age, gender, location and consumer preferences. This produces actionable insights to shape product promotions and partnerships.
  • Target products to the people most interested in them: Brands can distribute content to specific segments of users and provide them with offers the instant they express interest.

Founder and CEO Jonathan Gan pointed out in an interview with SocialTimes that users are not required to download an app in order to engage with Whichit posts, adding that the company generally sees two types of end-users those who constantly create Whichits, and those who like to express their opinions.

Individual users can tap Whichit, as well, with Gan saying that bloggers and Instagram users often turn to the app to promote their respective blogs and Instagram pages.

Gan said Whichit has proven to be “highly addictive,” with an average time spent engaging with the app of six-and-one-half minutes, adding that users average 33 votes, and a total of 50,000 votes was reached in one recent week.

Whichit has proven to be particularly successful on Facebook, as Gan told SocialTimes posts on that social network tallied engagement rates of 43 percent, with 1.5 percent of users who viewed posts engaging with the offers contained within, and 3.5 percent of those following through on the offers and purchasing products or services.

Whichit offered the following success stories in an email to SocialTimes:

  • London-based blogger Inspocafe, who also boasts an Instagram page with more than 64,000 followers, uses Whichit posts like this one to promote the latter.


  • Hair-salon chain Gro London used Whichit posts like this one — which enabled users who discovered Gro London via Whichit to make purchases or download offer coupons directly within the app — and it achieved a return on investment of 1,400 percent, with 43 percent of unique viewers of the Whichit post engaging with it by voting, and 3.5 percent of those users redeeming coupons.


Readers: What are your initial impressions of Whichit?

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.