Viber promises a more personal mobile connection with consumers
As mobile messaging application Viber expands to the United States, some marketers are likely to jump on board quickly to stay competitive in the mobile messaging field, as the app offers seamless experiences for branded stickers and sponsored messaging content.
Viber has been widely accepted on a global level with more than 600 million users, and its move into the U.S. has been well received so the messaging app is focusing its efforts on fully establishing its presence here. Due to the quick user response to the U.S. expansion, could become a significant player in the mobile messaging scene and brands would be smart to review its potential for marketing.
"If you are a marketer and your target demographic is 25 years old and below, you should definitely pay attention that Viber is building its presence state side," said Marci Troutman, CEO of SiteMinis. "The Viber app holds approximately 516 million users who are making calls, texting, video chatting and video messaging around the world for free.
"The few downsides of needing to be in a wifi zone, and the person you are corresponding with needing to be a user as well, will not likely be a problem, as it is free and the younger crowd really just wants to be able to chat for free," she said. "I have a son who backpacked Europe and he was using this app to call me, so even as a baby boomer I downloaded the app to save expensive cell phone fees.
"Viber is an extremely sweet spot for advertisers. Viber users would most likely view advertising like anyone using a texting platform, with one exception, they know it is free and probably would expect a few advertisers marketing to them. Marketers need to be cognizant of their target market and not get out of hand in the space that is used for primary communication or they could easily lose a few followers."
Key to messaging
The mobile messaging app is almost a combination of popular services such as WhatsApp and Snapchat and emoji keyboards. Users can converse with friends through group chats, follow celebrity and brand content and download in-app emoji keyboards.
The experience creates a more authentic method for marketers to connect with users. Rather than spanning multiple apps brands can introduce a variety of marketing tactics within one place.
?The Viber platform empowers a broad range of engagement experiences,? Mr. Nelson said. ?We launched Public Chats last year as a way for consumers and brands to broadcast themselves to the world.
?The Public Chat feature is an entirely new channel for engagement, and we have already seen substantial adoption from celebrities, influencers, athletes and publishers looking to engage with fans and followers,? he said. ?We have 600 million users across the globe, and we are constantly listening to our users as they tell us what new features and interactions they want within the app.
?This is why you will not find ads in the app. We have decided to focus on experiences that enhance communication and interaction vs. inhibit.?
The Public Chats tab of the app allows users to follow along to conversations with their favorite celebrities and brands. The content emulates a chat format, sending users that follow messages with links, text, images and video.
Brands such as Buzzfeed, Barclays Center and Huffington Post entertainment are leveraging the Public Chats feature of Viber. Buzzfeed and Huffington Post are sharing content similar to their publications, and link back to multiple stories on their respective Web sites, while Barclays Center uses it to drum up excited surrounding games by sharing behind-the-scenes content.
The format makes for a much more intimate connection to consumers, generating the feeling of personally chatting with the brand or celebrity and in turn creating a stronger bond. This can create more loyal consumers and broader awareness.
For instance users can use keyboards from Despicable Me, DreamWorks? Shrek, FC Barcelona and Pixar?s Inside Out. This is an ideal method for brands to let users engage with their content on their terms.
Emojis are the new universal jargon among younger consumers but, as marketers dive in with branded versions, they need to make sure they truly understand how to speak the language (see more).
Marketers can also leverage Nexmo Chat App API that assists brands in methods of best communicating with consumers through messaging apps. The company has now partnered with Viber for brands to better leverage the app.
Marketers can also leverage Nexmo Chat App API that assists brands in methods of best communicating with consumers through messaging apps. The company has now partnered with Viber for brands to better leverage the app.
Messaging competition
It is not just Viber that is making a splash in mobile messaging apps. Messaging and social entertainment application Line has overtaken Facebook Messenger and WhatsApp as the fastest-growing mobile messaging app, but the rivals? big followings raise questions about the upstart?s ability to sustain its lead, according to a new GlobalWebIndex report (see more).
?The messaging app space is crowded and there are a lot of apps that are doing certain things really well,? Mr. Nelson said. ?Since day one, our mission has been to build Viber above any one single feature or product to allow people choice when it comes to how they engage and interact.
?Because the platform is so versatile, this allows brands to engage with broad audiences in a variety of ways through a single channel,? he said. ?Features like Public Chats allow brands to build relationships vs. simply promote.
?Most important, the engagement is authentic. We have yet to see other apps do this well and feel this is what ultimately creates a meaningful experience for both consumers and brands.?
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
