Photo filters make it easy to express your creativity while giving your photos a polished look. With hundreds of aesthetic options, you can find a filter that suits your photos and even create a theme on your social media profile.

Whether you're a blogger, vlogger, content creator, or simply enjoy using social media to share your life with friends, the perfect lighting, color grading, and filters can transform your photos from ordinary to extraordinary. Case numbers are resurging in parts of the world where the COVID-19 pandemic was waning, falling in places that saw huge surges recently, and just beginning to rise in previously little-impacted parts of the globe.

IAP revenue in the Photo & Video segment is expected to reach $5.62 billion in 2022. In 2022, paid app revenue in the Photo & Video segment is expected to reach $1.95 billion. In 2022, advertising revenue in the Photo & Video segment is expected to reach US$10.03 billion. Our customer in this case is a filter app. It has increased its App installs by 340% as a result of our App Store Optimization strategy.

App story

Our customer has a viral photo and video filter app. The app featured advanced facial expression recognition, face detection, and tracking capabilities. This app includes live camera filters that allow you to use Snapchat-style camera filters and effects while taking selfies.

You can use our IG filter app to add photography camera effects and surprise your friends and colleagues by sharing HD-quality photos. Before taking any picture, you can preview the results on your screen by swiping through our app's many free effects and filters. 

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

As the company expands globally, it is clear that each country's potential users have different preferences and use cases. As a result, each country's app storefront must be distinct to connect with users. Understanding each market's unique audience and the factors that motivate them to use the app became critical. 

Our customers want to increase app installs while spending the least amount of money. This entails focusing on app store optimization solutions to gain as many users as possible.



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App Store Optimization solution

Localization

We quickly realized from the beginning that we needed to localize the app beyond the text. We didn't just translate the app screenshot descriptions and captions. For the first app screenshot, we used various masks for different storefronts.

App screenshots with Joseph Stalin's mask, for example, performed better in Russia. The team chose celebrity masks of Leonardo DiCaprio and Snoop Dog for the United States. In Asia, the panda filter was used as the first app screenshot.

This filter app was initially popular only in Russia and Belarus but quickly gained traction in the United States and Asia-Pacific as a result of their customized approach to app screenshot design for various countries. Everyone wanted to share a funny picture with their friends as a result of this strategy.

A/B test & video

When the team reviewed the A/B test on-page analytics, they discovered that 80% of visitors stopped watching the app video preview after 12 seconds. Developers can upload 15-30 second video previews to the App Store. The video will be shown in all countries and regions. We increased the conversion rate by placing the most viral masks in the first seconds.

Keyword optimization

Through testing, we discovered that keywords in the title rank twice as high as those in the keyword field. Furthermore, using app store keywords in both the title and keywords sections has advantages over using them only in the keyword field.

Our team used Appranking on the day of the app update to move one keyword from the keyword field to the title, moving it from #23 to #3.

As a result, the total number of terms for which they were ranked was doubled. Furthermore, changing the title and keywords (the old title only contained the brand name and no keywords) resulted in an average category improvement of 67%, which it had never previously achieved.



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App Store Optimization result

In this App Store Optimization (ASO) case, we helped our customer increase 340% app installs by app localization and keyword optimization.
So, how can your app boost installation? This filter app had a fantastic app and a fantastic team (just like hundreds of other mobile startups). Riding the wave of seasonal interests and trending topics undoubtedly helped to increase downloads and viral sharing among friends. Here are some tips for this case:

● localize the app for culture rather than just foreign language
● Test whether you should create an app video preview; keep in mind that you only have 12 seconds of user attention in an app video preview.
● create app store screenshots for better search visibility;
● Ship quickly and with precision.

ASO can produce amazing results, but it should be used with caution. Experiment with keywords for a few weeks, then analyze how they affect your impressions and downloads.

Remember that the App Store is extremely dynamic and constantly changing, so you must stay current and adjust your strategy to reflect the latest trends.