Do you want to be on the trending list? Read this before deciding

If a product with good ASO is like a famous celebrity, then appearing on the hot search list is like appearing on a national daily newspaper. Whether it is due to appearance or scandals, it is an opportunity for strong exposure, which has only benefits and no harm.

There are two ways to get on the hot search list. The most direct way is that the main title of the APP is directly on the hot search list. The other way is that the industry words are on the hot search list, such as "social", "duty-free shop", etc. As long as the words are highly relevant to the product, the APP can get a lot of natural traffic as the first application on the keyword search page. Today, I will take a deep look at all aspects of the hot search list with you, so that you can understand the hot search from various aspects such as effect, rules, and means. "

What effect does being on the trending search list have?

1) Based on previous communication with the apps on the list, an app that enters the AppStore hot search list can bring in thousands to tens of thousands of natural downloads;

2) The amount of natural downloads that the hot search list can bring is related to the duration of the APP’s stay on the hot search list, the number of potential users, the APP UI design, and the cooperation of social marketing;

3) Being on the hot search list will bring about a significant improvement in the rankings in both the overall and sub-lists of the AppStore.

What are the conditions for being on the trending search?

1) According to current data, a product can be on the hot search list if it has more than 30,000 searches and downloads within 4 hours. If it is pure search, the required amount is even greater. However, as competition intensifies, this difficulty is constantly increasing.

2) If the weights of the newly added users are very low, Apple will consider it cheating. In this case, it is easy to receive a warning letter from Apple, and in serious cases, the product will be directly removed from the shelves.

3) It is easier for each app to be on the list when it encounters a large number of searches and downloads for the first time, but it will be more difficult to be on the list the second time.

Through the historical data displayed by APPDUU's popular search term tool, we can observe that Apple's popular search list is frequently updated and adjusted every 4 hours. The ideal time to be on the list is from 9 am to 24 pm, and the effect of being on the list at night is better.

How to get on the trending search list

Since high searches and high downloads within a certain period of time can push a word to the top of the hot search list, the only way for an APP to get on the hot search list is to lead the public to search for designated words.

Some friends have said that there are also mobile alliance advertisements that spend money to buy a large number of iOS accounts, and use the flashing method to simulate the search and download behaviors from different accounts in a short period of time to achieve the effect of impacting the hot search list! I am not sure how reliable this method is, and as mentioned earlier, poor quality is easy to be warned or even removed by Apple, so I will not discuss it for the time being. Today we focus on the searches and downloads from real users, which generally have the following two methods:

1. WeChat Points Wall: Use WeChat Points Wall and other platforms with reward mechanisms to publish search tasks, allowing real users to participate and search, download, and use. The advantage of this method is that the success rate of reaching the list is high, but the disadvantage is that the cost is high. The cost of the last list ranges from tens of thousands to hundreds of thousands. It can be said that although the medicine is good, it hurts the wallet. You must know that such an operation will only bring in a few thousand natural volumes, not to mention APPs with high user thresholds. On the other hand, if you publish daily tasks on such platforms in a long-term manner, with only three or four-digit investments every day, you can always keep the top of the overall list and sub-lists, and the natural traffic introduced will be a group of people with very high loyalty, and their retention rate will be much higher than that of the group of people introduced from the hot search list.

2. Social marketing: Before you start social marketing, don’t worry about the budget or which channels your boss prefers. You must calm down and spend at least one day asking yourself four key questions and finding answers backed by data. These four questions are:

1) What are the features of my product?

2) What is the profile of our core user group?

3) Where do I find them?

4) What style do they prefer?

After clarifying these issues, we will basically have a clear idea of ​​which channels we should place our ads. Bamei has talked with many APP operation officers who have "unintentionally become trending searches". The unanimous recommendation for selecting channels is: mainly Weibo and WeChat, and other platforms should be selected according to your user characteristics. For example, if your users are geeks, then go to technology websites to place ads. If your users are photography enthusiasts, then go to the top domestic photography websites and find some industry experts to support you, which will achieve twice the result with half the effort.

Speaking of Weibo, many people will complain: I can’t log on Weibo twice a week now, and the activity on Weibo has been declining... etc. Don’t worry, let’s see what Wang Yanchen, who spent 4,000 yuan and spent a week on the AppStore hot search list, said: "Weibo is now much more effective than when it first became popular, because the users who can still stay on Weibo are actually real users. Among the users who stay on Weibo, there are more iPhone users than Android users.

This is why I want to recommend Weibo. First, it does have a lot of real user conversion rates. Second, we prefer iPhone users because whether it is the next day, one week, or 14-day retention, iPhone users are higher than Android users. This is because iPhone users like to play apps more.

"You should know that the cheapest price for a popular Weibo app 9-grid (9 related apps are grouped together to create a 9-grid themed app introduction, and then relevant large Weibo resources are forwarded) is 30-50 cents per A! Weibo users are naturally sensitive and interested in apps, and the CNNIC report shows that Weibo is still growing!

The second-hand luxury goods trading platform Edinmao has been doing social marketing through Weisidun for a week and unexpectedly made it to the hot search list.

Combine hot topics with hot searches

What the hell? Didn't I say two things? Sorry, I suddenly remembered this method shared by Liu Badao, so I'll introduce it here. It's a bit opportunistic, and big apps may not be able to do it, but it's worth a try for small apps: follow the hot spots.

The Sanlitun incident a while ago made Uniqlo popular. Someone immediately used the hot incident to become a hot search, and the hot word was "Uniqlo video". It took only three days for the product to enter the 281st place in the overall list, and the number of comments also increased by 95. As of the time when Bamei finished the manuscript, the number of comments has reached 190, and most of them are 5-star reviews. For specific data, please refer to the manuscript of Liu Badao at the end of the article.