How to filter Instagram beauty traffic list, why gender recognition is often more practical than interest words

Instagram has always been a very core traffic platform in the beauty industry, especially for cross-border beauty, skin care, color cosmetics, light medical beauty and female consumer projects. Many teams almost always use IG as a key traffic channel. But in the past two years, more and more teams have begun to find that if they rely solely on interest words to generate traffic, subsequent conversions will become increasingly unstable. The advertising data looks very good, with a lot of likes and views, but there is no significant increase in the number of people who can actually enter the private domain, continue to interact, and make long-term repurchases.

It is precisely because of this that more and more people are beginning to re-studyThis thing about "list screening". Especially in the beauty industry, many teams no longer only look at interest tags, but have begun to put gender recognition at the forefront. Because in actual operations, gender labels are often more stable than interest words.

Why are interest words increasingly prone to distortion?

Many teams used to doWhen advertising or driving traffic on Instagram, I like to directly use interest words. For example, tags such as skin care, beauty, make-up, fashion, women’s shopping, etc. I think this can quickly find target users.

But now the problem is becoming more and more obvious.

Because the coverage of many interest words is too large, the platform algorithm will continue to spread users. The result is:

lMore and more general traffic

lThe proportion of male traffic mixed in is getting higher and higher

lThere are more and more low-interaction users

lThe proportion of real long-term consumer users is getting lower and lower

Many teams will later find that the advertising data looks good, but after entering the private domain, the interactions and repurchases are average.

Many times the reason is not a content problem, but an insufficiently accurate front-end user structure.

Why gender identification is starting to matter more

The beauty industry itself is an industry with a very high proportion of female users.

Although the male skin care market is also growing now, most of the users who consume long-term, interact for a long time, and pay attention to content are still mainly female users.

Because of this, many mature teams have begun to put gender identification before list screening.

Because compared to interest words, gender labels are usually more stable.

For example:

lFemale users are more likely to pay attention to beauty content for a long time

lFemale users generally have more stable interaction frequency

lFemale users are more likely to make repeat purchases

lFemale users are more suitable for long-term private domain operations

Therefore, many teams will later find that instead of continuously expanding the range of interest words, it is better to screen out female users first.

Why are beauty products increasingly relied on for traffic drainage?"High quality female users"

The problem that many beauty teams have now is actually not a lack of traffic, but too much general traffic.

For example:

lLarge number of low-engagement users

lshort-term click users

lNon-targeted gender users

lLong-term silent account

If these users enter the back-end system in large numbers, customer service and private domain operations will become increasingly difficult.

What is truly valuable is usually:

lLong-term online female users

lHighly interactive female users

lUsers who follow beauty content for a long time

lContinuously browsing and interacting users

Although the number of these users may not be the largest, the subsequent conversions are usually much more stable.

Therefore, more and more teams are beginning to do gender recognition first, and then decide on subsequent advertisements, private messages, and private domain actions.

Why high interactive user ratioThe "big list" is more important

Many teams used to like to pursue large lists, thinking that the more users, the better. But now more and more people are beginning to realize that the value of a highly interactive female user may be much higher than a dozen ordinary general traffic users.

Especially:

lBeauty

lSkin care

lLight medical beauty

lwomen's clothing

These industries themselves rely more on long-term interaction and content trust.

If users only see ads occasionally, it will be difficult to create long-term value.

Those who are really easy to convert are usually those who are active for a long time, interact continuously, and pay attention to relevant content for a long time.

So now many mature teams have started:

Screen for gender first;

Rescreening is active;

Rescreen long-term behavior.

In this way, the quality of the subsequent private domain will be much more stable.

Why can’t female users operate uniformly?

Although they are all female users, there are actually great differences between different groups of people.

For example:

lYoung women prefer content interaction

lHigh-spending women prefer long-term brand trust

lMedical beauty users pay more attention to long-term service

lApparel users pay more attention to visuals and update frequency

If all female users operate in a unified manner, the private domain and customer service will become increasingly chaotic.

So many teams have now begun to further stratify, such as:

lHighly interactive female users

lLong-term online female users

lHigh-spending female users

lFemale users from different regions

In this way, subsequent advertising content and private domain rhythm will be easier to control.

Digital Planet can cooperate with front-end user screening

Many teams now doWhen Instagram draws traffic to beauty products, it will first be screened through Digital Planet, and then combined with gender recognition, active status and long-term behavior to complete further stratification. Digital Planet supports free trial screening test.

After processing in this way, and then entering the advertising, private chat and private domain stages, the overall user quality will be significantly more stable.

Many teams will discover later that what really affects conversion is not whether the traffic is large enough, but whether the proportion of high-quality female users is high enough.

The beauty industry will become more and more biased in the future"Precision female users"

In the past, many teams did beauty promotion, which was more like fighting for exposure. Whoever has more traffic and wider advertising coverage will be more likely to produce results. But now more and more people have begun to realize that the real and stable growth actually comes from targeted female users.

futureInstagram beauty operations will become more and more biased toward:

lgender identification

lHighly interactive user screening

llong-term behavioral analysis

lHigh-spending user stratification

Because what really determines the back-end conversion is never the interest word itself, but the corresponding person behind it.

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