The iOS promotion and operation master gave me a sudden enlightenment: how to tap into iOS channels, etc.

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Question 1: I don’t know where to tap into the iOS channel. Android users have been online for 5 months and have reached nearly 400,000 users, but iOS is still at the level of natural increase. The official review often fails. Is there something wrong with the iOS architecture? Please provide some scientific information.

Answer 1: All iOS genuine users come from the official Apple store. The higher the ranking, the greater the download volume. Apple's ranking algorithm has been changing, but the main weight is still the new download volume in the last few days. There is also a certain delay in the recent changes in the rankings.

For developers with limited resources, it is recommended to spread the resources for ranking over about 3 days and gradually promote and improve the ranking. Many powerful game developers concentrate their ranking time on Thursday and Friday. It is recommended that developers with limited resources avoid competition, such as arranging promotion on Monday or Tuesday.

In order to improve rankings, you need to work on multiple aspects. One is to improve the user's own attributes to increase natural traffic. The following factors are of high to low importance: icons, names, keywords, screenshots. In addition, you need to rely on external promotion: media reports, advertising platforms, third-party application markets, applications with large user base, etc.

The review of iOS applications is indeed very strict. It is recommended to strictly check each detail according to Apple's official specifications and do not use image materials with copyright disputes. If the App is rejected, please make modifications strictly according to the reviewer's opinions.

Question 2: There are many articles on app promotion on the Internet now, most of which teach how to use free resources for promotion. However, promotion that requires money is rarely mentioned. I would like to ask how to reasonably use investors' money to maximize the promotion of their own apps, including activation, conversion, etc. How to achieve the most cost-effective promotion in the paid market?

Answer 2: First of all, before answering this question, we think we need to recognize two facts. One is that free resources are mostly passive, and paid resources are active. The other is that paid promotion requires skills. If used properly, the cost of a single user can be controlled within a reasonable range and the value of the investor's money can be maximized. If used improperly, millions of dollars in promotion costs may have no effect.

Paid promotion mainly relies on data statistics. There are many teams working with the Xianyou business team. We found that the best cost control (data statistics) is done by several game manufacturers. They will strictly calculate the activations brought by each launch (usually using IDFA comparison afterwards), user activity, user retention rate, user payment rate, expenditure and other data, and then sort the channels according to the data of each channel to select the best channels. E-commerce apps can completely refer to terminal game manufacturers. Other non-game apps generally have no users to buy. You can compare the quality of users brought by a certain channel (activation number, retention rate, etc.) to select excellent paid channels.

Next, we will sort out the main directions of promotion in the paid market. The first is brand and soft resources, also known as brand promotion, which generally does not count download data; the second is effect channels, including advertising platforms, third-party application recommendations, applications with large user volumes, etc., which are channels that can count download data. As iOS promotion is becoming more and more difficult, the two need to be done together. For example, with a budget of 1 million, 300,000 is used for brand promotion and 700,000 is used for effect channels. Brand placement needs to choose media that is more matched with the product user group. There may be no return in the early stage, but it is conducive to improving product brand awareness and advertising effect. If the user coverage is large enough, it is necessary to cooperate with hundreds of media, and the cost is also very high. Effect channels are relatively simple and direct. Normally, they are divided into CPT, CPA and CPS cooperation. When cooperating with effect channels, data monitoring must be done well, and the quality and conversion rate of users brought by each channel must be considered. In general, promotion should choose appropriate brand exposure and effect channels according to product characteristics, do data tracking and statistics well, and solve problems in time if they are found.

For new promoters who have just entered the industry, it is recommended to conduct promotion in two steps. For example, if you have a budget of 1 million, you can first use 200,000 to place an advertisement, find out the effective channels with good statistical data and the brand media with serious responsibility and large exposure. Then focus on the good channels and media for the second round of advertisement. In addition, it is recommended to ask more peers, look at the promotion of competing products, and try more resources. You must know yourself and the enemy, listen to both sides and you will be wise, and practice makes perfect!

Question 3: When a niche product has gained a certain reputation (good retention data, good user feedback, and some media actively reporting on the product), how can it attract more media exposure and attention?

Answer 3: Taking a certain product as an example, I would like to make a few suggestions. Please forgive me if there is anything inappropriate.

First, when this product is suddenly listed, it is more important to cooperate with media channels. Generally, newly listed applications receive more attention, and many media and channels will take the initiative to contact them. At this time, it is best to humbly establish contact with media channels, and do not think that your application can stay on the list for a long time without the help of media and channels. Second, when the product is about to be significantly updated or has already been significantly updated, you can take the initiative to inform the media and channels and ask them to help report. Third, you can regularly provide some prizes to channels and media to facilitate activities to attract users' attention.

Well-known non-game media include Gupo's Stories, Xianyou App Discussion Forum, Zuimei App, Minority, AppSolution, Curiosity Daily, etc. There are more than 200 game-related media, which are not listed here one by one. Generally, these public accounts and media have content needs, and can provide more valuable content and data to the media or users to expose the content. Finally, the exposure must be concentrated, rapid, stable, accurate and ruthless.

Question 4: Sometimes after buying a recommended position, I find that the data is not good, and I suspect that the other party is making up the volume through other junk channels. How can a novice avoid being cheated?

Answer 4: First of all, you must do a good job of data monitoring. Data monitoring is divided into third-party monitoring platforms (such as TD/MAT, etc.) and comparing IDFA/MAC addresses with the backend after delivery. It is recommended to use both monitoring methods when delivering. The first one is used during the delivery period. If the data is abnormal within a period of time, communicate with the channel by phone immediately. The second one can see the overall situation of a batch of data, including retention, paid conversion, etc. Data monitoring must be done well. If you really suspect that the channel is using other data to fill, you can directly communicate with the channel and provide some data to the channel

Question 5: When doing offline campus channels, I don’t know what form can be used to make users pay attention to and like my product. Some methods are to buy traffic directly from campus clubs, but the retention rate is extremely low; some methods are to promote the app through activities, but the app is uninstalled after the activities? How can I make the student group accept and love my app? ?

Answer 5: When it comes to user retention, it essentially depends on the product itself. Promotion methods are only an auxiliary function, and later retention still depends on operations. Promoting apps through activities is a better way in itself. Student users like to interact, and users need to be allowed to discover the irreplaceable nature of the product during activities. Is your product fun? Is it valuable to users? The value of an event is not limited to bringing in volume, but to designing an event plan based on the characteristics of your own products so that users can truly understand your product. In this regard, you need to work harder on this aspect. Finally, considering the app itself, whether your user base meets user needs, communicating more with target users and thinking about their needs from their perspective is the best way.

Question 6: How to quickly acquire the first batch of users with zero budget?

Answer 6: If the product is good enough, it is best to get Apple's recommendation. Generally, other media and channels will promote it at the same time after Apple recommends it. In addition, use your own social circle, show your face more, and find more free resources from various channels; if you have a certain number of users and resources (such as Weibo and WeChat fans), you can exchange them with other products. If it is a vertical app, you can also post in some corresponding vertical communities to attract target users.

Question 7: How to improve user retention for social products

Answer 7: User stickiness is very important for social products. You must let users find a sense of value and belonging in your social products. Early seed users are very important. Let their value be maximized to form a leader effect. In this regard, you can do more operational activities and guide users more. It would be best if there is a certain opening mechanism and point incentive mechanism to increase user stickiness. In addition, social categories are divided into acquaintance social and stranger social. The two have different positionings and must be treated separately during operation. There are many more detailed answers to this question on Zhihu. It is recommended to learn more there.

Question 8: How can we promote without much promotion funds? We have just changed our LOGO, how should we promote at this time? How can we check the promotion effect?

Answer 8: You must carefully select the LOGO before going online. The LOGO and name are the curtains of a product, which is equivalent to the user's first impression of the product. The LOGO must be highly consistent with the product. Once selected, do not change it easily. Please choose to change the LOGO carefully. Changing it once is equivalent to starting over from scratch, so you need to consider it carefully.

If you must change the LOGO, it is recommended to divide it into multiple steps. The first step is to inform users in advance, such as soliciting new LOGOs through activities, and giving exit rewards to users who give good suggestions. The second step is to send out promotions to inform users after the change.