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Multidimensional data screening is an important method to accurately identify the user's life cycle stages, especially in social platform marketing, multidimensional data screening is no longer limited toBasic judgments such as "whether there is registration or not" extend to deeper applications, such as registration time filtering. Through the dimension of "registration time", the team can effectively determine whether the user is a new user or an old user, thereby formulating a more matching conversion strategy, operation rhythm and content recommendation logic.
existMore and more marketing teams have discovered on social platforms such as WhatsApp, Telegram, Facebook, and Line.Registration time is closely related to user behavior characteristics. Newly registered users often interact frequently and respond quickly, but lack stability; while users who register earlier may have a lower activity, they have more potential for retention and conversion. therefore,"Registration time filtering" has become an indispensable part of social platform data management.
What role does registration time play in social platforms?
byWhatsApp is an example. After the user registers, it enters the platform identity system. In subsequent marketing, its registration time directly affects the account risk level, information acceptance and account ban sensitivity:
lNew registration number (0-30 days): Suitable for short-term stimuli, such as coupons, red envelope fission, guiding first interaction
lMid-term number (1-6 months): Suitable for stable training, such as group guidance, content push, and service experience improvement
lLong-term number (More than 6 months): Suitable for in-depth conversion, such as member guidance, brand building, secondary sales
existThe same applies to Telegram and Facebook. The longer the registration time, the more stable the platform behavior is, the less likely the user is to lose; while users with short registration time are active in interactions, they are more likely to be fleeting.
Registration time filtering4 core advantages
1. Accurate delivery: different life cycles, different content strategies
If you send the same content to everyone, no matter how exquisitely you write, most of the users are destined to be indifferent. The greatest value of registration time filtering is to let youDepending on the stage the user is in, customize the information type and push frequency.
For example:
lWhatsApp new account: push welcome, first event, novices' tasks
lTelegram for 3 months old users: Send community rule optimization suggestions and exclusive discount codes
lNew followers on Facebook Page: Automatic private message guides and greets, interactive messages
lLine friends register for more than half a year: send annual feedback, participate in lottery, and upgrade membership tips
2. Control account risks: Old accounts are safer, new accounts are more sensitive
Many teams doing social media automation know that new accounts are more likely to be marked by system risk control, especially in scenarios where batch registration of accounts and more script operations are performed. By filtering the registration time,You can avoid short-life cycle accounts, give priority to using stable old accounts, and reduce the probability of blocking accounts.
Real case: One person does itThe team notified by WhatsApp customers that before screening the registration time, a large number of new accounts sent messages in a short period of time, which directly led to the restriction of 30% of accounts; after screening, it was changed to only use numbers that had been registered for 3 months, which significantly improved the system stability.
3. Improve operational efficiency: Old users are more suitable for in-depth operation
Users with long registration time are often accustomed to the platform rhythm, have strong anti-interference ability, and are more likely to enter the closed loop of community operations.
for example:
lexistIn the Telegram group, users with registration time of 90 days are invited to participate in the core discussion and transform into managers or volunteers.
lexistIn the Line friend system, one-to-one customer service channel is opened for customers who have registered for more than 6 months.
lexistOn Facebook Messenger, automatically identify and mark "old customers" to push VIP exclusive content or appointment service links
4. Data cleaning: Exclude invalid new and temporary numbers
Registration time filtering can also help youExclude those number resources with unknown sources and very short life cycles, especially among the large amount of user information obtained from external data suppliers and script collection, determine which ones can be used for a long time."Clean data".
How to accurately identify user registration time? Interpretation of data support for social platforms
Different social platforms support different ways of identifying registration times, but they can all be done through tools orIndirect implementation of API interface:
WhatsApp:
By analyzing the time when the user establishes a connection (such as adding a friend time, sending the first message), and then determining the registration interval based on the activity level.
Telegram:
Some testing platforms can extract fields such as account creation time, first joining group time, first binding time of username, etc. as reference.
Facebook:
The active cycle is determined by page fan interaction time, first message time, account activity trajectory, etc.
Line:
Combining the time for adding friends, the time for sending the first message from the user, and the interaction history, a registration time model is built.
It should be noted that although the registration time is not directly open to fields on every platform, it can be done through the data trajectory and behavioral model.Accurate estimation, this is enough to support marketing judgment and operational stratification.
Practical case reference for social platforms
WhatsApp guides new users to join the group:
In an overseas education institution, users added a company for the first timeAfter the WhatsApp account, the system will determine whether it is a new user based on its registration time. If it is a new registration number, the system will automatically guide it to the "New Student Exclusive Group"; if it is a user who has been registered for more than half a year, it will push the exclusive retraining information or discount upgrade plan.
Telegram robot delivery optimization:
A content subscriptionThe Telegram team has filtered accounts with registration time of more than 60 days and sets that it only opens advanced module access rights to this type of old users. The results show that the conversion rate of secondary subscriptions for old users is 60% higher than that of new users.
Line customer service tag classification:
E-commerce brands areLine creates the "near 7 days", "near 30 days" and "old customers" tags based on the user's first addition time. The customer service side sends different speeches and activity content according to the tag. New users get welcome guidance, while old customers get points redemption, anniversary benefits, etc.
Facebook Advertising Audience Remarketing:
By pageAPI and Pixel data filter new users who interact for the first time in the past 90 days and place educational content; while remarketing for old users focuses on coupon traffic and order promotion.
Registration time is just the starting point, multi-dimensionality is the future
Although"Registering time" is a very effective way to judge the user stage, but it is just one part of the entire multi-dimensional data filtering. CombinedActivity filter, online status filter, device type filterOnly by equal dimensions can a complete structured user operation system be truly established.
For example: aUsers who have "registered for more than 90 days + active in the last 7 days + interacted with iPhone + socially" have a much higher value than potential users who have "just registered + not online + Android emulator device".The more dimensions, the more accurate the screening; the more accurate the screening, the more efficient the operation.
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