How did Zhihu/Mafengwo/Boss Zhipin promote themselves during the World Cup?

Today, we will share from a practical operation perspective that Zhihu, Mafengwo , and Boss Zhipin all ran advertisements during the World Cup . The purpose of promoting these three apps is to increase exposure and downloads. I hope that today we can give you some inspiration by sharing the analysis of these three app promotions.

Since it is a mobile app, people will download it on their mobile phones after seeing the relevant advertisements. The general process is as follows:

When users want to learn about an app, they search for it in their browser . The number of searches and the frequency of searches can, to a certain extent, reflect the popularity of this app. Since Baidu Browser occupies the majority of mobile browsers, using the Baidu Index tool can help us understand the effectiveness of the APP during the launch period.

Let’s first look at the search indexes of the three apps Zhihu, Boss Direct Hiring, and Mafengwo in the past month:

The indexes of the three apps all show an upward trend, but the actual growth rates are different. The growth rates of Boss Direct and Mafengwo are very obvious. The different growth rates, does it have something to do with the delivery channels ?

Let’s first look at Mafengwo’s demand map:

In the demand map, the three apps have common keywords that are on an upward trend, namely World Cup, Youku, and live broadcast . The World Cup is a sports event, and Youku and live broadcast are the broadcasting channels. It is not that netizens searched for these keywords and the apps were displayed. Instead, netizens were watching the World Cup on numerous media and saw advertisements for apps, which led them to search for these apps.

From advertising to search in the browser, this process is similar to the display click in SEM . Whether an idea is good or not depends on whether it has a high click-through rate . Only when the creativity is presented to the right people and they are interested in clicking on it, the click-through rate will be improved.

In addition to searching in the browser, searches for apps also include searching and downloading in various app stores . The analysis of download volume can also reflect the advertising effectiveness of these three apps. The tool used for download analysis is aso100. The relevant data of three apps on iOS and Android were checked for reference only.

First, the number of downloads on Android phones:

In the past month, the download volume of these three apps has started to increase since June 6th. The World Cup opens on June 14th, after all, advertisements will be released before the World Cup to warm up the market. Among these three apps, Zhihu’s growth rate is relatively large, which may be due to the obvious effect of advertising. The growth rates of Boss Direct Hire and Mafengwo are similar.

In terms of download channels, the three apps have different download volumes in different application markets and on different brands of mobile phones.

I discovered an interesting phenomenon: people who use different brands of mobile phones pay attention to different apps. People who use Huawei phones contribute the majority of Mafengwo and Zhihu Android phone downloads.

Among those who downloaded Boss Direct Hire, the majority were users of Meizu smartphones. It is said online that many high-end people are using Huawei phones. I wonder if this is the reason.

Among many mobile phone brands, Xiaomi is the only one whose data is missing.

Next, let’s take a look at the download volume and trends of the three apps on iOS.

The one with the most obvious upward trend is Mafengwo Travel, Zhihu is relatively stable, and Boss Direct Hire has greater fluctuations. However, after the opening of the World Cup, the three apps all showed an upward trend, and the advertising effect was still quite obvious.

In iOS, the increase in search volume and download volume also promoted the improvement of app rankings.

The one with the most obvious ranking improvement is Mafengwo Travel. In a short period of time, its ranking on the list has risen sharply. The improvement of the ranking is inseparable from the large number of downloads, which also shows that the promotion during this period has played a big role. However, for Boss Direct and Zhihu, the improvement in rankings is not so obvious.

In addition, for the same app, the download volume of Android and iOS is very different. Apart from the factor of usage, the user group that the app faces also has a great impact.

For Mafengwo, Boss Zhipin, and Zhihu, placing advertisements during the World Cup is to gain more exposure and downloads. Moreover, these two must be carried out simultaneously, with obvious increases. Through the Baidu Index and the statistics of downloads on Android and iOS, we can see that the effect is quite obvious.

Author: Li Kaiping, authorized to be published by Qinggua Media.

Source: Li Kaiping ( WeChat : 13407277235)