How to leverage the Apple Store to promote your own App?

In addition to delivering a good product, how can you leverage the Apple store to boost your own App? This article will explain the two aspects of Apple store description and rating settings and list some excellent cases.

Apple store description

Generally, store descriptions consist of graphic introductions + version updates + App descriptions + ratings. However, with the development of video technology, the preview video field has become increasingly important and should not be underestimated.

Promotional Video

There are basically two types of promotional videos on the market: one is scenario-based videos, such as Get . The advantage of this type is that it is more immersive and allows users to clearly understand the usage scenarios of the App. However, due to Apple's increasingly strict review of promotional videos, such videos are basically banned; the other and more commonly used type is screen recording videos. Representative cases include: QQ Reading, Tik Tok , Baidu, Youku, and Meituan . Screen recordings generally select the main interface and functions of the App, and will also do some brand promotion at the beginning and end, which can be regarded as a small advertising space .

Size and format requirements:

• Size requirements: 1920×886, 886×1920 = ip hone x1334x750, 750×1334 = 4.7 screen iPhone6 ​​2208×1242, 1920×1080 = 5.5 screen iPhone6P
• Format requirements: App previews must be in M4V, MP4, or MOV format and cannot exceed 500 MB.
• To create a preview image

Tips: If you are not completely confident about the content of the video, it is recommended to make a vertical version first, because if the horizontal version is put up, the space for the graphic and text introduction will be hidden, which will be a pity if the video fails to attract users.

Graphical Introduction

If promotional videos are something that each company needs to choose and do according to their capabilities, then graphic and text introductions are a necessary condition.

Looking at the production models of various companies, we can probably come up with the following routines:

1. Content with celebrity endorsements or exclusive hot products is usually placed on the home screen (except during events);
2. The basic structure is value point + functional features [key functions], and most people will put value points first;
3. The mainstream trend is to combine the first and second images into a puzzle [not applicable to iPhoneX models at the moment], and it is common for the background of the images to use the same template or color tone;
4. If you have any award records, don't forget to put them on there.

Classic case:

Version Update

Because each company has different levels of attention, this section includes both casual bug fixes and elaborate routines:

(1) Funny version: Case: YY

Our boss asked us to write an update copy that is creative, clear, thought-provoking, and fresh. He won't give up until the user is satisfied (he won't give us a year-end bonus). What the hell, right? How should we write it? Who reads update copy these days? ! What a pit!

1. The product team recently had a lot of creative ideas and designed many ways to play in the live broadcast room. They were invited to Happy Camp , where He Jiong and Xie Na had a lot of fun. The beautiful and lovely product girl turned the gameplay into an amusement park on the discovery page. You can play in the lobby together (Happy Basketball, Expression Match, Happy Claw Dolls, Foodie Face Cute), play games to get mantis shrimps, and go to the live broadcast room to find various cute boys and girls to have fun and give rewards. Are you satisfied, big man?
2. The weather has been getting colder recently. Do you feel that there is a lack of warmth in winter nights? Voice is warm and video is even more heartwarming. Peiwo has launched 1v1 warm and private exclusive companionship for all the big guys, so that you can spend a warm winter with your beloved!
3. Muah & click on it, there will be surprise gameplay in the live broadcast room, unexpected surprises, it must be a new feeling of live broadcast interaction that you have never experienced before! Go explore, big man!
4. What gun? Which one? Who eats chicken? We have specially added a replay function to the game template, so you don't miss the exciting final round.
5. In order to allow you to start broadcasting quickly and enjoy the fun, the YY team has made a series of optimizations. Your broadcast is the greatest encouragement to us, Pen Core

Dear users, please be satisfied. The product team, R&D team, design team, testing team and project team would like to greet all of you here. If you have any complaints about the new version of YY, please join the YY group: 80456. Your opinions are the driving force for us to keep moving forward. Cheers, long live friendship! Please let us spend a warm winter. Well, I won’t say too much. I’ll go back to work.

(2) Warm version: Case: ofo

Hello everyone~

I guess everyone has received their admission letters. Xiao Huang is really proud of you. When you come to a new environment and see your old friend Xiao Huang, do you feel familiar with him? New college students, riding a bike is free of deposit~

In addition, for those of you who love cycling, do you know how many times you have ridden? Now you can check it after the ride. Come and update it to show off~

(3) Tsundere version: Case: Mobike

After the last version was optimized, someone asked me:

-Why can’t the app be opened in seconds?

-Why do you have to wait when you find a car on the map?

-Why do you ask me for permission from time to time?

-Why...why...

Your complaints are always my focus, and this time they have all been optimized.

Thank you all for your suggestions ~ Your complaints are the driving force for our continuous progress. Thanksgiving Refills~

The specific version to use still depends on the target audience of your own App. Don’t go against the user group just for the sake of copywriting effect, otherwise it will not be worth the loss.

Tips: It is best to keep a fixed format, otherwise people will think your app is too casual; some smart boys also introduce the concept of help and feedback in version updates, which can more or less save some users who directly give bad reviews ~

App Description

This is a test of your writing skills, because you only have three lines left for the introduction, and the maximum supported is 66 characters. Of course, there are also smart people who deliberately give incomplete descriptions to guide users to open the details, which is also a method.

There are four common styles on the market: cute style, literary style, show-off style, and standard version; among them, the standard version is the mainstream trend.

(1) Cute style: Case: iQiyi

IQIYI has all the male gods! Zhang Jiayi, the cool and handsome man in "Born in Brilliant Days", has won countless fans! Huang Xuan in "The Legend of the Sea" is half human and half ghost? Lin Gengxin's unique style in "Three Yards" is waiting for you to flirt

(2) Standard version: Case: Himalaya

Listen to books, lectures, and jokes. The choice of 450 million users!

"Tucao Conference", Guo Degang, Ma Dong, and Wu Xiaobo are all within your ears!

Commuting, traffic jams, insomnia, so boring? Come listen to something interesting!

(3) Artistic style: Case: POLY

POLY Press the shutter to recreate the memories. You don’t need a camera to take photos with a nostalgic film feel.

(4) Show off: Volcano short video

The exclusive short video platform for the fifth season of " Where Are We Going, Dad?"; download Huoshan Short Video to watch the cute kids Jasper, Uh-huh, Xiao Paoying, and Neinei. Little Shanzhu is so cute when he first arrives that he makes everyone crazy!

That’s all for the routines. When choosing and editing, you must remember to combine the features of your own App~

Rating Settings

What is the most important reference when you search for an App in the Apple store? I think the three functions of rating, ranking and comment cannot be ignored, so how to optimize the rating by relying on the charm of App without gray means~

When it comes to ratings, there is a feature called the pop-up window asking for positive reviews. I believe many articles have discussed the specific design of this feature before, so I will not go into details here. Today, I will only talk about how to use Apple’s built-in pop-up window to improve ratings.

Well, it looks like the one above. Although the UI style is much worse than the one designed by my own UI classmates, those who have done growth hacking recently have found that the score can be improved faster by using this pop-up window reasonably.

Why should we use it reasonably? In order to take care of its own user experience, Apple only allows this pop-up window to appear three times a year. Yes, only three times, so I advise you to be extremely careful when setting the timing of its appearance.

Big opportunity: I personally think it is not appropriate to introduce this link when the App is undergoing a major revision. Although each revision is highly anticipated by product colleagues, it will involve issues such as user habits and learning costs. User instability is most likely to occur in the early stages of the revision, so when making major changes to the homepage or converting the card position to the feed flow, observe user feedback first and be patient. It will be able to play its role after a small optimization version after the version has been stable for 1-2 months.

Small details: Do not include it in the user's usage function, and certainly do not send a door-opening gift when the user just downloads and opens it for the first time. Although you are worried about user retention , this link is really easy to be overlooked by users. We have always emphasized the user's pleasure points, itch points and pain points. It is best to choose the user's pleasure points here: for example, after purchasing or reading a book on WeChat Reading , after successfully placing an order on a shopping app, and after posting a comment on a content type app are all relatively appropriate times. Also remember not to conflict with other pop-up windows, otherwise a few pop-ups will really scare away users~

Regarding the pop-up window for user grouping, I haven't tried it myself yet, so I won't go into details here. I'll share it with you after I have time to test it.

The above are some rules summarized in daily work and the pitfalls I have encountered. I hope it can be helpful to you.

Source: Jingmo