People stayed at home due to the pandemic. As a result of this advancement, more people are live-streaming than ever before. Facebook had the most views of any live-streaming platform, increasing by 239% from March to May 2020. Twitch had the most hours watched, with a 267% increase over the same period. YouTube ranked third in terms of both most views (14% increase) and hours watched (111% increase).
People would rather watch a live video than read a brand's blog. Even more surprising, 82% of surveyed users said they prefer live video to a company's social posts. It's also worth noting that 67% of people who watched a live stream went on to buy a ticket to a similar event.
The popularity of live streaming as a format in the entertainment industry has been linked to the gaming world, with the leading platforms in the sector amassing around 8.2 billion hours of content watched during the third quarter of 2021. In the events industry, the ability to stream live concerts online represents a chance for artists to continue performing despite the ongoing global coronavirus pandemic, with 41% of performers reporting going live once a month or more as of March 2021.
Most of us have probably heard of TikTok, the app that quickly spread from China to the rest of the world. For a long time, Tiktok has dominated the app market. For this edition of our analysis posts, our customer is also a live-streaming app that falls under the Social Apps category and has steadily increased its downloads since the beginning of 2020. Users can live-stream their lives or share vlogs. Money can also be earned by creators on this platform.
The app's name remains anonymous here to protect the privacy of our customers. To give you a better idea of the app's story we're sharing, we show one of its competitors on the Google Play Store
App store optimization challenge
Social networking apps such as WhatsApp, Zoom, and Facebook compete fiercely in this category. As you might expect, ranking in this category is not easy.
Even though it was already a leading live stream app, it still had a lot of competition. Our competitors were ranking for valuable keywords and search terms that we were not. To develop a new App Store Optimization (ASO)
strategy, this app needed to identify its strengths and weaknesses. These strategies capitalized on the company's existing audience while also reaching out to new customers.
The optimization process was initiated by our customers and ASO World. To fully optimize the creative presentation, this process aimed to increase installs by targeting high-volume keywords. To identify the best opportunities and develop an ASO strategy, we compared the existing app creatives, keywords, and metadata to top competitors.
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App store optimization solution
The App Store Optimization strategy included Product page optimization and keywords optimization on iOS and Google Play.
We started the optimization process by deciding which keywords to target while still maintaining top keyword rankings
. We looked at various themes that this app could target to potentially expand its presence in the App Store and Google Play. The new keywords were then chosen based on relevance, demographics, and volume.
To reach a relevant new audience, our customer was also interested in targeting game-related keywords that it had not previously considered. While this live-stream app is not a game in and of itself, a large number of gamers are streaming on it. Because of this, as well as the fact that certain competitors performed well with game-related keywords, the decision to test "game" as an expansion strategy was simple.
After selecting the new keywords, we added them to the metadata for both app stores. The descriptions were written to highlight the app's key features, such as the social aspect while utilizing the targeted keywords. This improved the app's indexation within each store and increased relevance for related terms in its category.
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Apple search ads
When launching ASA campaigns and ASO efforts at the same time, the conversion rate must be monitored. You must be aware of the impact that ASA campaigns can have on your organic app marketing efforts.
It's critical to understand, for example, that a low CVR can harm the app's overall ranking and that ASA campaigns can cause such low CVRs. Because knowledge is power, you can fine-tune your ASA campaign to ensure that all elements of the app marketing funnel are moving in the right direction.
As for ASA, we closed all of the low CVR keywords sooner, preventing them from negatively impacting the app's organic performance.
App store optimization result
We helped the founder optimize the app's keywords and Apple search ads so that it would rank higher in relevant keyword searches, as well as localize the app in 35 new markets. They achieved 17 000 monthly downloads and top 100 rankings in the live stream after only two months.