USA Today’s sports section, FTW, recently added a ‘Share to WhatsApp’ button to all of their articles. According to a USA Today case study, 18 percent of the total social sharing of FTW content is now happening using WhatsApp. That’s 5% more than Twitter. And that’s significant.

Since introducing a WhatsApp sharing button to its mobile site a week ago, FTW has already seen WhatsApp shares climb to 18 percent of the site’s overall sharing activity. That’s higher than Twitter (13 percent) but still significantly lower than email (35 percent) and Facebook (34 percent).