The active differences between male and female Viber users are affecting local business placement

When many people now mention overseas social platforms, their first reaction is oftenWhatsApp, Telegram or Instagram, but in Eastern Europe, the Middle East and some local markets, Viber actually still has a very stable user base. Especially for some localized businesses, you will find that Viber users’ long-term communication habits are stronger than those of many open platforms.

However, in the past two years, an obvious change has begun to appear: the sameThe active behavioral differences between Viber users, men and women, are increasingly affecting advertising and private domain operational results.

Many teams used to pay more attention to country and age when doing marketing, but now they have begun to analyze the gender structure separately. Because users of different genders not only have different consumption interests, but also have obvious differences in online time, private chat rhythm and long-term interaction ability.

WhyViber remains stable in some areas

Although Viber is not as popular as some global platforms, its user stickiness in many local markets is actually not low.

Especially in:

·Eastern Europe

·middle East

·Part of the local life market

Many users have become accustomed toViber is used as a long-term communication tool.

include:

·Merchant contacts customer

·Local service appointment

·Community notification

·Private communication

In these scenes,The long-term retention of Viber users is generally relatively stable.

It is precisely because of this long-term attribute that the difference in user quality will become increasingly obvious.

What are the differences in usage behavior between male users and female users?

Many teams have actually runAfter operating Viber, you will find that the behavior patterns of male and female users are actually very different.

For example, male users usually exhibit:

·More sensitive to financial and investment content

·More active hours at night

·Make decisions faster via private chat

·More functional communication

Female users are more likely to:

·More stable long-term interactions

·Higher frequency of content consumption

·Stronger private domain retention capabilities

·More consistent chat behavior

Especially in local life, e-commerce and membership scenarios, female users are usually more stable in their long-term activity.

Why different businesses require completely different gender structures

When many teams were doing delivery in the past, they would default to the more users, the better. But now more and more people are beginning to discover:

Different businesses actually correspond to different gender structures.

For example:

Financial and investment projects usually have a higher proportion of male users;
Beauty, e-commerce and local life are more dependent on female highly active users;
Local service projects will also be combined with region and age tags.

If the user structure itself does not match, subsequent delivery and private messaging will become increasingly inefficient.

Many teams will even discover later:

The problem is not that the ads are bad, but that the traffic itself is inaccurate.

Why activity differences directly affect ad serving

Now there are manyA problem will arise in the later stages of Viber launch:

There are clicks on ads, but subsequent interactions are getting worse and worse.

The reason is often not the material, but the user activity structure.

For example:

Male users with low activity may browse quickly and then leave directly;
Highly active female users are more likely to enter into long-term communication.

Especially in private chat and private domain scenarios:

The subsequent value gap between active users and silent users will be very large.

If the front end does not filter in advance:

·Customer service efficiency will decrease

·Advertising costs will get higher and higher

·Private domain retention will get worse and worse

Therefore, more and more teams are now beginning to:

gender stratification + active screening

Put them together in front of the delivery.

Why local business is increasingly valued"Long-term active user"

The problem that many local businesses fear most is not that there is no traffic, but that the traffic cannot be retained.

Especially:

local member
long term service
local appointment
private community

These scenarios rely more on long-term communication.

Long-term active users usually:

·More stable online

·Easier to keep replying

·Easier to form repeat purchases

·Easier to settle into the private domain

In contrast, it is difficult to operate a large amount of pan-traffic in the long term even if the short-term interaction is good.

existBefore launching Viber, it will be more stable if user screening is done first

Many teams now no longer import all data into the system uniformly, but instead do a round of basic layering first.

For example:

·gender label

·active detection

·age structure

·Long-term online behavior recognition

In actual operation, Digital Planet can be used for screening number detection, and then combined with gender and active tags for further stratification. Digital Planet supports free trial screening test.

In this way, subsequent advertising and private chat operations will be much more stable.

Local promotion is starting from"Run traffic" becomes "build structure"

In the past, many teams would compare:

Who throws harder;
Who sends more messages in bulk;
Who can add friends faster?

Now more and more people are starting to compare:

Who has a higher proportion of high-quality users;
Who has more long-term active users;
Whose private domain is more stable?

Because what is really important in the future is no longer short-term traffic, but long-term operational users.

The core of Viber's operations has begun to shift from "quantity" to "quality"

Now more and more teams will discover:

sameWith 1,000 users, the value gap may be very large.

Especially when:

Gender structure is different;
Different levels of activity;
Different long-term interaction capabilities;

The subsequent operating results will be completely different.

futureThe focus of Viber's local business operation is no longer just to acquire more users, but to find people in advance who are truly suitable for long-term operations.

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