How Viber is shaking up the advertising world
Viber: Over 3 million businesses advertise on Facebook, making it one of the leading social platforms for digital advertising in the world. Public trust in Facebook is at an all-time low since the Facebook news and Cambridge Analytica data scandal. People have become skeptical of the platform. Even more pressing, two million people under the age of 25 will abandon Facebook this year and instead adopt social networking and messaging platform alternatives, market research firm eMarketer predicted. In turn, advertisers and brands are looking for new ways to connect and interact with younger and digitally engaged communities. Until recently, the top social platforms were one-way broadcast channels. But the most innovative messaging platforms now offer natural two-way conversations between brands and their communities. Now that messaging apps have surpassed social networks by 20 percent, low-cost data prices, devices and shiny features make messaging platforms a place where brands can build authentic connections with their audiences. As the official communication channel of FC Barcelona and the official instant messaging and calling app partner of the Golden State Warriors, Viber leads the industry. As a media and "new" telecom hybrid, Viber uses a different strategy of partnering with advertisers and big brands. With a blended business model that includes in-app purchases as well as traditional and emerging advertising, brands partner with the platform to run ads, host group community chats, create ad stickers, and build e-commerce integrations to reach audiences on mobile devices. By leveraging user analytics, Viber was able to quickly innovate their platform to the benefit of their user experience and prove that messaging apps are the next big advertising platform. Over time, Viber's processes have been iterative and results-driven, keeping users on the platform longer. Since partnering with Mixpanel in 2015, Viber has grown the total messaging share of its 1 billion global users by 15%. By providing user insights to improve the performance of their platform, Viper has fulfilled its first business mission with Mixpanel: to cultivate a cross-platform environment that helps people connect with their loved ones around the world. In this way, Viber continues to develop a mature environment for brands to reach global and diverse users who are highly attentive and provide personal connections between consumers. Viber gives advertisers the opportunity to cut through the noise that other social platforms cannot provide: Connection and authenticity.
The statistics that are important for Viber
"What keeps users coming back to the platform is that it's a fun and seamless product that connects them with the people they know and their favorite brands," said Danny Odes, Mobile Product Manager at Viber. To understand how to make Viber more fun for its users, Danny looked at the data to get a holistic understanding of messaging patterns and how they could potentially change the product to target key business drivers: Engagement and Retention. Whenever the product team makes changes to their platform, they look at quantitative data to first test their hypotheses so they can confidently roll out new features. With user insights, Viber can make product decisions that improve the user experience so users spend more time in the app, make and receive more calls, and send and receive more messages. Mixpanel also helps them understand other KPIs such as average session duration per user or groups of users, frequency of messages sent daily, week or month, and the time it takes a user to open the app and send the first message. "I look into Mixpanel to see where we need to improve the user experience so people can really express themselves on our platform," Danny continued. Mixpanel's user insights give the team concrete proof of the most effective ways to change the platform to achieve desired usage patterns and re-awaken inactive users. Over time, these product iterations led to a massive change in user experience. As a result, Viber has been able to build a best-in-class platform and provide the next generation of authentic advertisers with the tools they need to not only increase brand awareness, but also turn one-way communication with one community into two -conversation.
Empower every team member to make data-driven decisions
While Viber doesn't send all of its user data to Mixpanel out of the box, it's the primary way Viber's data-driven teams perform user behavior analytics. The user analytics platform fits seamlessly into Viber's larger data ecosystem. "Mixpanel makes it easy for us to find the data and answer our own questions," Danny said. "Mixpanel makes me feel more independent - and that's amazing." By capturing billions of user events on the messaging platform and analyzing those events and properties through Mixpanel, the product team at Viber can see usage patterns (e.g. calls made, calls received, etc.), identify drop-off points in the product, and recognize in the product they can make changes to improve the overall user experience. "Viber needed a tool that would allow product managers to make quick and intelligent decisions. Mixpanel gives us the answers we need to achieve our vision," explains Danny.
In Viber's process of repetitive development
The Viber team used Mixpanel to find out exactly how its users interact with a core part of the app: the keyboard in the app's user interface. "With Insights, we saw how people depend on the visible features of the keyboard and undervalue those hidden in the menu. Since Mixpanel allowed us to track, test, and measure how different feature changes affected overall usefulness, we started playing with the features we released and which ones we hid in the drop-down, " Danny said. Gradually, the team measured and swapped out the stickers, the search icon, the chat extensions, the doodles, the gallery camera, and the teddy bears - all those buttons on the original keyboard design. Mixpanel Insights gave the team the ability to measure and see which buttons were most popular when users simulated their connections. The product team then experimented with Mixpanel's A / B testing feature to test the order in which the buttons were displayed in the keyboard interface. Ultimately, they had discovered the design that would most positively impact key engagement metrics like time in the app, more frequent conversations, and speed of sending a message. Taken together, the new keyboard increased overall messaging by 15 percent. But it's important to remember that global users were not only engaging on the Viber platform, but also some of the most influential brands in the world. Coca-Cola, the world's largest beverage company with over 500 brands and nearly 3,900 beverages, has proven the thesis that Viber has the critical mass and solutions to deliver the impact that advertisers seek when reaching new target markets.
How Viber Empowered Coca-Cola to Achieve a 30% Conversion Rate
For a global powerhouse like Coca-Cola, targeting advertising strategies to specific regions is essential to maintaining brand equity and ultimately increasing sales. Stefan Radov, social media manager at Coca-Cola, turned to Viber to reach consumers in Bulgaria, one of the target countries for increased sales. "Our strong fan base, coupled with the active Bulgarian audience and Rakuten Viber's compelling product suite, made this program an instant success," Stefan said. In three months, Coca-Cola increased its mobile footprint as a brand and interacted with current and new customers by launching a public account, sticker packs with promo codes and a chatbot experience. On an ad platform like Viber, Coca-Cola didn't just meet its customers where they were chatting to build brand awareness. The soft drink company also pushed its viral "under-the-cap" contests, where the brand's chatbot handed out redemption codes that led people from online brand experiences to offline purchases. In one quarter, Coca-Cola drove more than 680,000 users to chatbot interactions on Viber, 29,000 "under-the-cap" code redemptions and a 30% ige conversion rate. Coca Cola's ad campaign on the Viber platform is significant not only because Coca-Cola was able to reach a key market in Bulgaria, but also because the platform helped drive a conversion rate 10 times higher than the industry average.
By building a seamless user experience for Viber's global users, the messaging platform has created some of the most influential advertising opportunities for the world's most influential brands, including Coca-Cola. This is the main reason why Viber has doubled its investment in user analytics. With an insights-driven approach, Viber has put its key business metrics on the line by serving both its global community and brand partners. Through their success, Viber proves that Responsive Messaging platforms will win in a new world of advertising where brands drive loyalty through real brand-consumer conversations.
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Translation: Focus Internet