Why does Inke dare to occupy the top spot on the App Store list?

Why does Inke dare to occupy the top spot on the App Store list?

Crazy live streaming. Whether you are ready or not, live video streaming will affect the way you entertain, socialize and learn for a long time to come. It will also change the way many hot events are spread, and the rise of Internet celebrities is unstoppable. The level of madness in China is far greater than that in foreign countries, and there are many battles with many major video platforms.

Even in the group buying wars and O2O wars of the past few years, there have never been so many Internet giants entering the same field at the same time and treating it as a strategic function. Moreover, many companies or investment institutions have occupied multiple video live streaming applications, and internal fighting and multi-line operations have begun. A fierce battle has begun.

How to break through the siege with thousands of troops
Starting from the live broadcast application " Inke "

Regardless of whether you like and understand live streaming or not, the live streaming industry is already in full swing. It is the third wave of mobile Internet traffic center after Weibo and WeChat, and it will connect the past and the future seamlessly to the VR era.

Today, let’s take the video live streaming app “Inke”, which has long dominated the top spot on the Apple Store list, as an example to briefly talk about the current battle situation of live streaming apps.

1. 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.

2. 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 a "borderline" situation. 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 allegedly providing 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:
Keyword Optimization
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.
Use vests wisely
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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This article was compiled and published by (APP Top Promotion) by @爱運. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!

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