How to break through the siege with thousands of troops - starting with the live broadcast application "Inke"!

A few days ago, a screenshot of a list of mobile live streaming apps was forwarded crazily. According to incomplete statistics, there are already more than 200 mobile live streaming apps running online, most of which have appeared in recent times. Regardless of whether you like and understand live streaming or not, the live streaming industry has already shown a booming "hundred-group war" trend. Industry experts have pointed out that live streaming will be the third wave of mobile Internet traffic after Weibo and WeChat, and will connect the past and the future seamlessly to the VR era.

Today, I will take Inke , which ranks first in the comprehensive index of IOS video live streaming APP, as an example to briefly talk about the current battle situation of live streaming APP.

Advantages and opportunities:

With the continuous development of the Internet from PC to mobile, the upgrading of hardware technology relying on mobile device technology, and the comprehensive coverage and upgrade of the network, people's social methods are no longer satisfied with the simple text expression in the past. New social media are constantly pursuing diversification and video. The live broadcast market has emerged, and its market prospects are optimistic by many investors.

Inke has a good upward momentum. In less than a year since its establishment, the number of users has exceeded 10 million, and it has topped the App Store's free list many times.

Acquiring a large number of basic users is the first step in expanding the market. What is more important is to continuously increase user stickiness. In an environment with diversified choices, young people are eager to obtain effective information while being entertained. How to do more live broadcasts in professional vertical market fields (such as celebrities, games , education, shopping, beauty, etc.) has become the best entry point. On April 7, Inke Live invited the popular goddess Liu Tao to join, following the recent popularity of "Ode to Joy", setting a record of over 170,000 fans online at the same time and a total audience of 710,000, achieving quite good results.

However, the celebrity effect can only serve as a supplement to resources and has limited effect on user loyalty of the live streaming platform itself. A more effective way is for the platform itself to tap into new social needs and creative points to allow more users to develop the habit of live streaming videos.

Weaknesses and threats:

At the same time, due to the lack of supervision on live broadcast content and the lack of a special review mechanism, driven by interests, it is often easy to fall into the situation of "skirting the line". On April 14 this year, the Ministry of Culture announced the 25th batch of illegal and irregular Internet cultural activities. A number of online live broadcast platforms were included in the investigation list for suspected provision of Internet cultural products containing content that promotes obscenity, violence, and harms social morality. Inke also faced such problems and was almost caught up in the AppStore removal storm.

Here, Yingke’s response strategy, especially its approach from the perspective of ASO optimization , is worth learning from:

The first is to cover industry words and high-profile brand words. In the live broadcast industry, where there are no giants yet and many competitors are competing for supremacy, increasing keyword coverage means gaining more spheres of influence. Our general tactics are: cover as many highly correlated popular behavior words as possible in the title, and use as many highly popular keywords as possible in the keywords. The keyword weights are ranked as follows: application name > keyword tag > description > in-app purchase name or description. We can optimize each core keyword in turn when updating the version. When the existing core keywords are ranked high, we can choose other core keywords to continue optimizing.

The second is to cleverly use vests to avoid risks. After the earliest delisting due to ranking manipulation, Yingke had prepared a vest. After being delisted again on February 3 this year, the Yingke team turned around and put "Yingke" back on the shelves at lightning speed. The vest played a timely role in diverting traffic. The world is risky and it is not easy to use a pseudonym. Creating more pseudonyms means covering more keywords and focusing on direct traffic. Although this trick is a bit scheming, it is still very practical.

In short, the market potential of live streaming apps is huge, but at present, there is fierce competition among the same type of players. Let us continue to pay attention to who can make it through the battle of live streaming platforms and be the winner.

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The author of this article @ ASO 360 operation meow WeChat: ASO360 Compiled and published by (APP top promotion), reprinting this article must be approved by top promotion , and please attach the link to this article!