Why is the volume dropping? Five factors that make APP promotion difficult!
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Many CP friends who do channel (especially third-party Android app stores ) promotion have a question: Channel uncles, what's wrong with you? Why is the volume dropping and dropping? As a former small CP, I have always had good communication with friends in the industry, and sometimes I would ask about the promotion status of each company. After talking with a few friends, I came to the conclusion that it is becoming increasingly difficult to promote application products. I still remember that last year, when we all attended meetings and salons together, everyone was full of fighting spirit and felt that the situation was very good. But in the blink of an eye, everything changed. The boss raised the KPI, the channel raised the price of advertising space, and the small CP was heartbroken as he watched the activation volume in the background just not go up, and even kept falling. When everyone gets together, there is only one word to describe it: worry. Everyone is discouraged. Some want to change careers, some want to change jobs. Anyway, they all feel that they can't go on. Especially in the past month, several of my friends who were doing app promotion have changed their careers. So what happened? What was the reason? Based on my limited experience in the industry, I have made a brief analysis and found that there are five factors: First, application growth has reached its ceiling. For a well-known or popular app, this is very likely. Currently, there are generally no more than 20 categories of applications in the Android market , and each category contains tens of thousands of applications, resulting in serious homogeneity of applications. For example, in the field of map navigation, there are more than 400 applications including Baidu, Amap, Sogou, Tuba, and Navigation Dog. If your application has over 100 million views, and there are several other similar applications with over 100 million or tens of millions views, a simple calculation will tell you that it will be difficult to achieve high growth through channels in the future, considering that the total number of mobile Internet users in China is only 464 million. If the product sales exceed 100 million, I think the bosses should change their operational goals and stop demanding high user growth. It is better to work more on user activity, improve user quality and retention, and look for more product business models. This is much more reliable than forcing promotion with high KPIs to continue to increase user volume. Because no matter how hard you put pressure on it, the number of users will not grow explosively. The channel volume has long been drained by you and your peers, so how can it continue to contribute high downloads to you? Second, the distribution channel has passed the period of rapid growth After more than three years of rapid development, the distribution channels have passed the period of rapid growth. In fact, except for Baidu, Tencent, 360, Wandoujia and other channels which are still growing steadily, other channels have stopped growing or are growing slowly, and the distribution quantity and quality of some channels are declining sharply. The initial emergence of distribution channels was due to the need of netizens to discover new applications. They urgently needed some application channels that could provide "new, unique, and special" applications to help them select high-quality applications, which led to the popularity of some application stores. However, as these application distribution channels continued to operate, driven by the market, they became more and more eager for quick success and instant benefits and were eager to monetize. They were supposed to be media platforms that continuously provided new applications, but they increasingly tended to become an application navigation platform similar to hao123. As a result, they made money but cut off their own retreat. The next step is to squeeze out the remaining traffic value and continuously monetize it until one day, there is no one visiting anymore. This is the cleverness of Robin Li. Although he bought 91 Wireless, a cash cow, he did not pin his future on 91 Wireless, an outdated distribution channel. Therefore, it was only natural for him to promote light applications as the application distribution entrance in Baidu World. Third, the main distribution channels of application have changed With mobile Internet devices becoming increasingly intelligent and the rise of super applications, the channels for netizens to obtain applications have become increasingly diverse. Mobile browser , wireless search, WeChat public account , Weibo, QR code, etc. In particular, the application distribution capabilities of mobile browsers and mobile searches should not be underestimated. First of all, as the entry point for many netizens to access the Internet, mobile browsers have considerable distribution capabilities, such as UC Browser, QQ Browser, etc. There is also Baidu's wireless search. Many netizens have directly moved the search habits they developed in the PC era to the mobile Internet era, so Baidu's wireless search has such a large distribution volume. Data from Baidu shows that as of April this year, Baidu Mobile Search has more than 100 million daily active users, Baidu App (the specific application of Baidu Mobile Search) has also exceeded 100 million monthly active users and more than 20 million daily active users. The app distribution volume of Baidu Mobile Assistant is said to have increased by more than 50% for three consecutive quarters. If netizens have clear needs, wireless search is obviously a quick channel to download applications. Instead of opening another app recommended by the app. Fourth, application distribution channels focus on game joint operations Since this year, most application distribution channels have begun to favor mobile games. Currently, platforms such as Wandoujia and App Store have tended to promote games and have achieved profitability through joint game operations. For example, App Store has shifted its operational focus to supporting independent mobile game developers. Some distribution channels that have plenty of money and background, such as 360, are also promoting games on Twitter. One reason is that game joint operations make more money than selling CPA/CPT ads separately, and the other is that games can have more downloads and increase the platform's traffic. In contrast, applications do not have these advantages. First of all, current Android applications are basically free, and there is no income, so the promotion costs are naturally low; secondly, applications are highly homogeneous, and the number of downloads is much less than that of games. In this environment, it is becoming increasingly difficult for application products to obtain promotion opportunities, there are fewer and fewer locations, and the costs are getting higher and higher. It would be strange if the activation volume did not decrease. 5. The App is no longer new Apps, once an innovative way to access the Internet on mobile phones, have passed their novelty stage. As we all know, the current App application homogeneity is very serious. After the existing Apps can meet the basic needs of netizens, netizens' expectations for new Apps are declining. Another thing is that application apps themselves do not have strong appeal. For example, some apps focus on providing tool- type functions but lack social entertainment elements, which makes them not attractive enough to netizens, and the number of downloads is even smaller. Mobile application product promotion services: ASO optimization services Cucumber Advertising Alliance The author of this article @Titanium Media Network compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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