Moshe Blum
Head of User Acquisition at Viber
Where to hear and read about Moshe Blum1 episode or test
Moshe Blum is Head of User Acquisition at Viber, where he refined how the company contracts, tracks and extends influencer campaigns. The lesson most worth taking is that only about 30 percent of influenced users click tracked links, so you need in-app hooks to measure the organic rest.
probably only 30 percent of the user will click on the link the rest is going to arrive organically
7 Ways to Maximize an Influencer Marketing Campaign with Moshi Blum
Moshe Blum: the story and the lessons
1How Moshe Blum approached influencer marketing at Viber
Blum improved Viber's influencer method with every campaign. Viber began with the basics and applied what each campaign taught it, especially on contracting.
Several of his rules come straight from campaigns that fell short.
Blum uses influencers to reach interest-based audiences that ads cannot target. People follow one specific person, so a football influencer reaches football fans and suits a football app perfectly.
This goes beyond the age and gender targeting of standard ads.
Viber failed when it asked for 'sponsored by Viber' segments. In a couple of campaigns, a short sponsored thank-you section got no traction.
A native video and a sponsored shoutout perform differently, and which one wins depends on how far the audience trusts that influencer.
2Blum's checklist for contracting an influencer
Blum fixes the pricing model and deliverable before signing. Some channels work only on CPI and others also accept CPM, so the deal must state what Viber pays for and what it gets back.
"it's very important from the beginning to understand exactly what are you going to pay for and what we're going to get in return"
Blum sets a minimum view count by geo and asks for proof. If paying for views, he specifies the minimum expected and which geography they come from.
He requires access to tracking, such as a screenshot of the YouTube video analytics, to confirm delivery.
Blum agrees how long the content stays live. Some viewers find a video days or weeks after launch, and Viber still sees installs from influencer content after campaigns end.
The volume is small next to store traffic, but he calls it significant.
Blum spells out which other channels will promote the video. An influencer with an active Instagram or Facebook account can push the video there too.
He keeps the plan simple so both sides know what the promotion looks like.
Blum settles video ownership and legal rights during planning. Who owns the content and what rights Viber has to reuse it matters if the video will run as an ad.
3How Blum measures installs from viewers who never click
Blum uses a short tracking link viewers can type from memory. The link comes from a shortener such as Bitly (Viber used its own tool), is said in the video, and repeats in the description.
YouTube cards can also point to the app.
Blum expects most influenced installs to arrive organically. Viber found only about 30 percent of users click the link. The rest are convinced by the video, then search the store and install.
Tracked links alone understate a campaign's real impact.
Blum builds an in-app hook unique to each influencer. Viber made a sticker pack and a public chat per influencer, then counted new users who downloaded the pack or joined the chat in their first day.
Comparing that count with link installs splits clicked installs from organic ones. Without in-app content, a game could offer 10,000 coins with a coupon code, or ask viewers to search the settings for the influencer's name.
4Why Blum treats influencer campaigns as a single shot
Blum puts paid spend behind influencer videos that perform well. Promoting a strong video gives exact numbers on views, downloads, retention and which key message worked.
Those numbers feed new ideas, and the content works alongside paid campaigns rather than replacing them.
Blum budgets heavy planning time because there is rarely a second try. An influencer campaign takes far more effort than a Facebook, YouTube or search ad, including a review of all material to check the message is right.
Publishing similar content again will not repeat the first impact. "in most cases is going to be like a single shot campaign in which like you have one time to make it shine"
7 Ways to Maximize an Influencer Marketing Campaign with Moshi Blum
Viber's growth lead shares how to contract, track and extend influencer campaigns so they deliver more downloads. The key lesson is that only about 30 percent of influenced users click tracked links, so you need in-app tools to measure the organic rest.
Blum improved Viber's influencer method with every campaign. Viber began with the basics and applied what each campaign taught it, especially on contracting.
Several of his rules come straight from campaigns that fell short.
Blum uses influencers to reach interest-based audiences that ads cannot target. People follow one specific person, so a football influencer reaches football fans and suits a football app perfectly.
This goes beyond the age and gender targeting of standard ads.
Viber failed when it asked for 'sponsored by Viber' segments. In a couple of campaigns, a short sponsored thank-you section got no traction.
A native video and a sponsored shoutout perform differently, and which one wins depends on how far the audience trusts that influencer.
Blum fixes the pricing model and deliverable before signing. Some channels work only on CPI and others also accept CPM, so the deal must state what Viber pays for and what it gets back.
"it's very important from the beginning to understand exactly what are you going to pay for and what we're going to get in return"
Blum sets a minimum view count by geo and asks for proof. If paying for views, he specifies the minimum expected and which geography they come from.
He requires access to tracking, such as a screenshot of the YouTube video analytics, to confirm delivery.
Blum agrees how long the content stays live. Some viewers find a video days or weeks after launch, and Viber still sees installs from influencer content after campaigns end.
The volume is small next to store traffic, but he calls it significant.
Blum spells out which other channels will promote the video. An influencer with an active Instagram or Facebook account can push the video there too.
He keeps the plan simple so both sides know what the promotion looks like.
Blum settles video ownership and legal rights during planning. Who owns the content and what rights Viber has to reuse it matters if the video will run as an ad.
Blum uses a short tracking link viewers can type from memory. The link comes from a shortener such as Bitly (Viber used its own tool), is said in the video, and repeats in the description.
YouTube cards can also point to the app.
Blum expects most influenced installs to arrive organically. Viber found only about 30 percent of users click the link. The rest are convinced by the video, then search the store and install.
Tracked links alone understate a campaign's real impact.
Blum builds an in-app hook unique to each influencer. Viber made a sticker pack and a public chat per influencer, then counted new users who downloaded the pack or joined the chat in their first day.
Comparing that count with link installs splits clicked installs from organic ones. Without in-app content, a game could offer 10,000 coins with a coupon code, or ask viewers to search the settings for the influencer's name.
Blum puts paid spend behind influencer videos that perform well. Promoting a strong video gives exact numbers on views, downloads, retention and which key message worked.
Those numbers feed new ideas, and the content works alongside paid campaigns rather than replacing them.
Blum budgets heavy planning time because there is rarely a second try. An influencer campaign takes far more effort than a Facebook, YouTube or search ad, including a review of all material to check the message is right.
Publishing similar content again will not repeat the first impact. "in most cases is going to be like a single shot campaign in which like you have one time to make it shine"