If you want to promote your APP well, you might as well try the exchange activity

APP exchange of traffic is a more commonly used method in APP promotion . Speaking of APP exchange of traffic , the most well-known is the exchange of traffic through alliances, while the simpler model of exchange of traffic through activities is often overlooked. Today, Box Jun will talk to you about the specific methods of exchange of traffic and exchange of traffic through activities.

1. The concept and function of exchange

1. The concept of exchange

Traffic exchange means resource replacement. Both parties, based on the principle of equality, exchange the original resources in the APP with their partners to achieve a win-win situation. It is worth noting that resource replacement cannot be achieved on an equal basis.

2. The role of exchange

1) Expand new customer acquisition channels

Exchanging traffic is also a way to attract new users. Exchanging traffic with other APPs can expand your own channels for attracting new users.

2) Get resources at a lower price

The volume-for-volume APP promotion model is cheaper than directly purchasing advertising resources.

3) Get better resources

By exchanging traffic with other APPs, we can obtain higher-quality resources than through widespread dissemination channels such as offline promotion and advertising.

2. The form of exchange

After reading the above explanation of exchange, are you still confused? Let’s take a look at what forms common exchange takes and how it is performed specifically.

1. Exchange Alliance

Both App Store and 360 provide traffic exchange alliances for APP developers. Developers need to log in to the open platform to apply. On the traffic exchange page of App Store, you can see the text "Exchange volume to reach Tencent's hundreds of millions of users", which is extremely tempting for APP to exchange volume. If you can reach a traffic exchange cooperation with them, it will definitely bring considerable downloads to the APP, but not every APP has the opportunity to cooperate with them.

Application treasure exchange operation

Taking App Store as an example, an APP can earn 2 yuan in exchange for bringing a user to App Store, while a developer only needs to spend 1 yuan in exchange for each user acquired through App Store. From a profit perspective, the developer's income is higher than the investment. However, to cooperate with App Store, the developer must have the ability to bring 1K activations to App Store every day. This condition keeps a large number of people who need exchange money out.

Apps that exchange traffic with App Store appear in the App Store in the form of points walls , general recommendation walls and special activities.

1) Points Wall:

Users can install applications in the points wall by completing tasks to obtain corresponding points.

2) Ordinary recommendation wall:

In the Discount Life column, users are provided with various discounts within the APP, but some discounts require downloading and returning to the App Store to claim them.

• Download the Meituan APP to receive a 10-yuan movie ticket.
• Download Laiyifen Mall and enjoy 150 off on purchases over 199.

3) Special Activities:

• To grab cash red envelopes, users can receive cash red envelopes after downloading the APP on the event page.
• We will remain open on Thanksgiving Day to create a festive atmosphere and stimulate users to download.

The traffic exchange alliance is a form of traffic exchange that has a certain threshold, and not all APPs have the opportunity to use it. However, App Store will open the function of purchasing traffic with cash in the future, and APP promoters in need can pay attention to it.

2. Resource exchange between apps

APPs reach cooperation and import traffic to partners. As for how to find APP traffic exchange cooperation, there are already some platforms that collect APPs with traffic exchange needs. APP promoters can choose suitable partners based on their own APP positioning. Hezijun has also seen contact information left by many people providing traffic exchange services on websites such as Tieba and Zhihu.

In terms of APP exchange, it can be divided into one-to-one exchange, one-to-many exchange and inter-brand cooperative exchange. The APP that has reached a cooperation will provide a diversion location for the partner. Let’s take a look at how the above-mentioned types of exchange are done respectively.

1) One-to-one exchange

In the form of one-to-one exchange, resources are often exchanged through activities.

①Startup page

The startup page is a page that appears briefly when the user opens the app, also known as the splash screen. This is the first interface that users come into contact with when opening the APP, so it is generally used as a place to promote activities . Some APPs also use the startup page as advertising space for sale, and sometimes it is also used as an entry point for APP traffic exchange. When some APPs are first released in the app store , the app store will also require developers to add the logo of the first release app store on the startup page. This shows the importance of the startup page in diverting traffic.

On the startup page of the Neihan Duanzi APP, you can see the promotion of the short video screening event of the Xigua Video APP. After entering this page, users can browse the activity details of the Xigua Video APP. If they are interested in the APP, they can download the APP. On the one hand, the event was promoted, and on the other hand, the Xigua Video APP was promoted.

②Pop-up box

The APP pop-up box can be understood as an announcement of the APP. Users passively receive information provided by the APP. Although it can ensure that every user sees this information, the user must close it manually, which is not a good user experience . Pop-up boxes are generally used for welfare-related messages such as daily check-in and delivery of gift packages for new registrations. If you decide to use a pop-up box as your traffic entry point, optimize your copy so as not to offend users.

③Floating Icon

The small icon floating in the APP can also be used as an entry point for exchanging traffic.

In the Meizu App Store , there is a floating red envelope-style icon. Clicking it will take you directly to the download entrance of the Dianping APP. Compared with pop-up boxes, floating icons will not pop up compulsorily. Users will only actively click on them when they are interested, which provides a better user experience.

④Banner picture

The banner image is placed in a prominent position. Some important notifications and activities will be placed here and displayed in a scrolling form, which can attract more users' attention.

Happy Match and China Unicom APP launched an activity in which China Unicom points can be exchanged for Happy Match red envelopes. The activity is displayed in the banner image of China Unicom APP, and users can directly enter the activity. China Unicom APP provided exposure for Happy Match 2’s activities and brought in new users for Happy Match 2.

2) One-to-many exchange

The APP traffic exchange methods mentioned above are generally one-to-one exchange methods, while some APPs adopt a one-to-many exchange method when exchanging traffic.

For example, the treasure box function of the Wifi Master Key APP provides downloads of multiple APPs, and users can download them by clicking on the APP they are interested in. Moreover, there are the words "I also want to promote APP" below. APPs that need to exchange traffic can exchange traffic with Wifi Master Key.

3) Brand cooperation

Cooperation between brands is actually a form of exchange of volume. By planning an attractive event with prizes and launching it on the cooperating APP, you can direct traffic to your own APP.

This type of cooperation is more common among shared bicycles such as Mobike and Ofo. Ofo once cooperated with Jumei APP to launch the "Sharing a New Low-Carbon Life, Limited-Time Giveaway of 10,000 Yuan Prize". Users received the event information from the Ofo APP. If they wanted to participate in the event, they had to download the Jumei APP and register. This added new users to Jumei.

As far as one-to-one exchange and one-to-many exchange are concerned, the Internet is flooded with a large amount of exchange service information, but what is the quality of the exchange services provided by these people? Will it be an extremely unequal exchange? The above issues need to be considered when cooperating with them in exchange. The brand cooperation method of exchanging volume is more common among well-known companies. For small companies, there are barriers and high costs.

3. Notes on volume change

I have already said that information about traffic exchange services can be found everywhere on the Internet. When choosing these services, there are two specific things you need to pay attention to.

1. Identify the exchange targets

The purpose of exchanging traffic is to promote your APP. If you do not perform any screening when exchanging traffic, competitors and APPs with other bad ideas will seize the opportunity, which will eventually lead to your own users being plundered.

2. Handling of volume exchange disputes

When it comes to APP traffic exchange, it is impossible to achieve equal traffic exchange. What should we do when faced with equal traffic exchange? It is best to sign a contract before the traffic exchange cooperation is reached.

The Activity Box , an APP activity operation tool , recently launched a volume-exchange activity template. Operators can access the volume-exchange template of the Activity Box according to their own needs, which can bring more brand exposure to their own APP, expand new channels, and increase APP downloads. As for the disputes that may arise from the exchange of volume mentioned above, the activity box can assist in communication.

Summary: No matter which form of exchange is used, it is to promote the APP and increase the number of APP downloads. For companies with limited budgets but seeking high efficiency, the activity-for-traffic method is a good choice. Why not try to do traffic exchange activities with other APPs?

The author of this article is @活動盒運動社 and it is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, information flow advertising, advertising platform