Messaging your target audience through applications like Messenger, Whatsapp and Viber can be a sticky business. One, because it can be difficult knowing if its a necessary investment in the first place and two, because messaging apps are a very personal frontier and seeing an advertisement or promotion in such a place can be jarring for some.
However, there are some pretty awesome perks to using Viber as another channel in which you can reach your audience. And today, we're going to dive into some of the little known Viber marketing secrets and help you make an informed decision about whether or not the platform is a good fit for your brand
Let's jump in.
A Short Introduction to Viber
Viber is both an instant messaging platform and a voice over IP service that allows you to make International calls free of charge.
In addition, Viber will allow you to remove messages even after they have been viewed by the other party or parties in the group.
Why You should Consider Utilizing Viber for your Business
Viber isn't Facebook, but it can definitely open doors for your business. Below are some of the perks that come with Viber that can definitely add a new spark to your marketing efforts. Check it out:
The Public Chat Feature
Similar to a blog because it’s mostly one-sized, but closer to Twitter when it comes to the type of content, Viber offers businesses like yours a chance to open themselves up through Public chats in a way that’s difficult to recreate on other platforms.
For instance: public chats can be news related or centered around updates or promos. Maybe you would prefer just your team going back and forth over the best way to approach an issue to get the best outcome. Like a glimpse into your backstage reality.
Either way, this is usually tremendously helpful for businesses that produce lots of content and allows viewers to "like" react to particular messages. In addition, if you have a public account as a business, your followers will be able to reach out to you privately over Viber with questions, concerns, customer support and any other inquiries.
Promotional Sticker Packs
Just like your company can benefit from custom Snapchat and Instagram filters, custom sticker packs on Viber can be incredibly powerful. And in fact, in some cases, moreso.
This is because when someone downloads your sticker pack, they are automatically "subscribed" to your public chat or public account. Because of this, sticker packs, (when designed well and are relevant) can be a great way to draw people into your public chat.
Wondering just how successful stickers can be for conversions?
A Viber Sticker campaign that ran for Coca-Cola in Bulgaria ended with over 191,000 sticker downloads. And the conversion rate was around 30%.
And for a pack of stickers, we're calling that a job well done.
It's More Affordable Than SMS
If you've been promoting your brand through SMS, its definitely time to consider giving Viber a shot.
With more aesthetic options that look the same across the board, (so no sending emojis that end up looking different on the other end!) and a better overall feel, swapping to Viber will not only save you some cash, it just might save some sanity, too.
And of course, the Advertising Options!
Viber offers advertising options that align with your needs based on your audience. As a shopping network, consumers can click and shop from the app, which makes it ideal for eCommerce companies and B2B sales.
Viber boasts 16% of viewers click the purchase option and 32% share those products with family and friends.
The ads are typically shown after a call, so the more interactive your audience, the more views you'll likely receive.
Possible Drawbacks to Using Viber for Marketing Your Brand
Every platform is going to have perks and drawbacks. The important thing is going to be to make sure the perks outweigh the drawbacks.
So what are the possible drawbacks to marketing with Viber?
1) There's a possibility your target audience isn't active on Viber
Will billions of users, this one might be difficult to fathom, but it just depends on your audience. If you're marketing to seniors, for instance, this isn't going to be the best fit.
Give it some thought and research. Find out what platforms your audience uses the most and utilize them. Is Viber on that list?
2) You Don't Have Enough Content to Use Viber
Always invest only as much as you can afford, but hey. If you're struggling to come up with the content to create public chats or find something worth sending, consider sharing the same types of things you share to the other social networks. Tweets, Facebook posts, condensed blog posts, it's all content. Just make sure it's quality content you can stand behind and you'll be good.
3) You Don't Have the Resources to Make the Most of the Stickers to Drive Conversions
Remember that it's okay to limit your social networks until you can afford to expand. Stay where your target audience is MOST LIKELY to be spending the majority of their time. And I can assure you that in every case, Facebook is going to come in front of Viber and the same is true of Instagram. If you can't afford to cover these networks, put Viber on the back burner until you can give it your undivided attention and the TLC it deserves to flourish.
Viber might not be the best fit for your business and hey, that's okay! However, if you do have the time, money and resources, it can be a tremendous opportunity for your brand.
Do you have any particularly insightful information into the secrets behind successful marketing on Viber? We want to hear your thoughts!
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