New App Promotion Techniques: Video Promotion Makes Your App Popular Overnight

Everyone on the Internet is familiar with Chai Jing's video speech "Under the Dome". Since the video was released, Chai Jing's "Under the Dome" has spread throughout the circle of friends and has become popular in every corner of the video website, bringing in hundreds of millions of views a day. On that day, not only Chai Jing became popular with the video, but also stocks, environmental protection products, and even apps that people in the mobile Internet industry often come into contact with. This app unexpectedly became popular overnight because of "Under the Dome" and topped the app rankings. It is "Pollution Map".

If you are an app promoter, you must have experienced the hard work of app promotion, such as finding channels, negotiating recommendations, contracting, passing packages, and rushing to meet KPIs, etc. You are worried about facing KPIs of tens of thousands or even hundreds of thousands every month. You deal with countless channels every day, and you may have to eat and drink with them or even accompany XXX. But you don’t know that in addition to channel promotion, there is an even more awesome method of App promotion. It can bring greater volume than the hard work of channel promotion. However, not many people have noticed or paid attention to this technique. It is video exposure promotion. What is video exposure promotion? It is to promote your app brand through video dissemination and with the help of various video dissemination channels such as youku, Tencent Video, LeTV, etc. Relying on the uninterrupted and continuous playback of videos, your app brand can be continuously delivered to your users, thereby bringing you a surge of users.

This "pollution map" was released by the non-profit organization "Public Environmental Research Center". It made the emission data of more than 3,000 waste gas emitting enterprises in the Beijing-Tianjin-Hebei, Yangtze River Delta, Pearl River Delta and other regions publicly available online. This map was originally an unknown app. When chatting with the people from Kuchuan, they had not yet included the data from this app due to low traffic. However, it was because of Chai Jing's "Under the Dome" video that the pollution map became popular overnight.

Next, let's first look at the brand effect that "Under the Dome" has brought to "Pollution Map". Through the Baidu search index, the search index of Pollution Map soared from 0 to 10,000 on the 28th overnight, and then from 10,000 on the 28th, it soared directly to more than 30,000 on March 1st. The author watched the video in the early morning of the 28th. In the early morning of the 28th, it happened to be a state of not going to work the next day. Many people had just worked for a few days and were probably more relaxed on the weekend. That night, this video was circulated very popular in the circle of friends. At the same time, through Baidu's index, it was found that the index number of this pollution map has reached 4.5 million.

Secondly, let’s take a look at the search index of app annie. App annie is an app stroe application ranking monitoring system. Through app annie, we found that the ranking position of the pollution map app stroe has also jumped from 253rd in the overall list to the first place in the overall list. The first place in the previous category list was Moji Weather, and now Moji Weather is second and Pollution Map is first. It is reported that the daily download volume of the app stroe China category list is 200,000. I heard this data a few years ago. It may be larger now, perhaps 400,000, because Apple's users have doubled in a few years. If a high-quality app wants to reach the top of the app store rankings, it will need at least 200,000 views a day to reach the top of the overall rankings. If calculated based on a CPA of 5 yuan, the daily cost will be at least 1 million yuan.

In addition, looking at the download volume, through KuChuan's traffic monitoring, it was found that the pollution map had been downloaded 410,000 times in Baidu App Center, 100,000 times in 360 Mobile Assistant, and 30,000 times in Wandoujia. If the client download volume is included at the same time, the total volume should easily reach 1 million or more. For an unknown app, this is like getting rich overnight. According to the official Weibo of Pollution Map, "Due to the surge in concurrent access, the database is difficult to access. We are working hard to repair it. We will make major improvements to the database architecture next. The map was repaired at 4 o'clock last night. This morning, the concurrent access volume increased to nearly 3 times that of yesterday. It is inaccessible again and we are working hard to repair it."

From the above, we can see that promoting an app through video exposure is also a very good method. With the continuous spread of this video, the number of downloads brought by "Under the Dome" to "Pollution Map" is far more than 1 million. According to the author's experience, it is possible that it can even reach tens of millions.

Why can a video bring such a big effect to an app?

Let's analyze the situation first. Before 2010, the development of the video industry was still very backward. The main providers of video playback were TV stations. Online video platforms were not very popular, and the only channel for users to watch videos was still mainly TV stations. Users watched whatever the TV stations broadcast, and the content broadcast by TV stations was generally outdated. There were only a few programs, advertisements, TV series, and movies. If a product wanted to be promoted through video, there was only one way, which was advertising. It is different now. With the popularization of 3G and 4G, the amount of video playback on mobile terminals is getting higher and higher. How high is it? Data from Youku and LeTV show that their video playback volume on mobile terminals has reached hundreds of millions of times a day. What does this number indicate? This shows that more and more people are using mobile phones to watch videos, and users' eyes are shifting from traditional TV screens to mobile phone screens. At the same time, many video apps are also must-install software for many mobile phone users. When users watch videos through video apps and see good app ads, they may quickly switch to a different interface to download. This also explains why the "Under the Dome" app became popular overnight. Therefore, in the promotion of apps, in addition to channel promotion, video brand exposure is also a good method. With the enhancement of video exposure promotion, your brand will be spread deeper and wider, and it will also bring you more downloads.

How to promote your app through video ?

First, the creativity of the video

The creativity of the video is the most important. The creativity should be innovative, have personality, and be stimulating. It can evoke the feeling of contemporary netizens, and even destroy their worldview. A good creativity is a good start. For example, the video of Yiwu Zanke was shot from the perspective of gay social interaction. This perspective is very unique and most people don’t pay attention to it, but when they hear it, they find it very interesting and can stimulate the sensory trachea of ​​contemporary netizens. I remember chatting with the other party in February. The video had 4.5 million views on Youku. Unexpectedly, in less than a month, the video had reached more than 5.5 million views. It can be seen that creative ideas that take a different approach can bring powerful effects to the playback and dissemination of videos.

Second: Video format

Currently, there are several forms of videos, including commercials, micro-movies, hilarious videos, TV dramas, etc. We can investigate which type of video has the largest number of readers and the best dissemination effect, and then choose to shoot or cooperate based on the company's strength. Of course, if the company has no money, it can also raise funds through crowdfunding. This is why the boss of Huang Taiji sells his own pancakes and joins hands with people on the mobile Internet to crowdfund and shoot a movie called "I Want You to Bloom". This is why Huang Taiji is so popular. Huang Taiji not only uses traditional media channels to promote its brand, but also video channels to promote its brand. It uses all kinds of methods. So, don’t be stingy. If you want to promote an app, the traditional ways have been known to too many people. You have to learn new and unique ways.

Third, the dissemination channels of the video

There are many channels for video dissemination, such as Youku, Tudou, Tencent Video, iQiyi and some TV stations. It would be better if you have the resources of an online video platform or a TV station. Currently, it is easier to include and promote online video platforms, while it is not easy to get on TV media. However, you can downgrade the cooperation and find some city stations to cooperate with. This depends on your connections and resources. In addition, you can sponsor some videos, micro-movies, micro-TV series, etc., which may make your app popular overnight. For example, I once saw an embedded advertisement for the Aunt Mart app in the TV series "I Love My Male Best Friend". How to embed the app’s brand into the video? It can be done in the form of naming. It seems that the naming form is the best. For example, the example I just gave, Yiwu Zanke, the corresponding app is Zank, also called Zanke. There is also green implantation similar to Chai Jing's "Pollution Map", which makes people feel that they can easily find polluting enterprises around them through this app.

Finally, let’s talk about promotion through video exposure. Video exposure is a way of promoting app brands. Currently, many companies do not pay much attention to it. This is mainly reflected in the fact that many companies basically do not even have promotional videos, let alone promotion with the help of videos. If a company or a brand wants to succeed, it needs to take multiple paths and try many methods. Only in this way can it succeed. Standing still will only make the company be abandoned by the times.

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