Short video platforms are currently transforming the content marketing industry in unprecedented ways. These new-age video platforms are trending everywhere, from redefining the traditional way of storytelling, marketing, and advertising to creating internet celebrities.

Every year, the mobile video consumption rate increases by 100% due to the guaranteed increase in engagement, exposure, and conversion. Given that mobile devices account for the vast majority of short video consumption. Furthermore, the recent pandemic outbreak has increased the popularity of these video platforms.

Here are some amazing data about this industry: revenue in the Video Streaming (SVoD) segment is projected to reach US$80.83bn in 2022. It is expected to show an annual growth rate (CAGR 2022-2027) of 11.48%, resulting in a projected market volume of US$139.20bn by 2027. In global comparison, most revenue will be generated in the United States (US$34,100.00m in 2022).

The average revenue per user (ARPU) in the Video Streaming (SVoD) segment is projected to amount to US$69.66 in 2022. In the Video Streaming (SVoD) segment, the number of users is expected to amount to 1,636.0m users by 2027.

This article will talk about one of our customer's cases, who owns a video platform app. ASO World helped this app earn a 10% increase in conversion rate by doing ASO.

App story

Our customer has a short video app that allows users to easily create creative byte-sized videos. Users can share them with people all over the world. It's a site where they can watch interesting videos and meet interesting people. It allows millions of creative people to showcase their skills and meet new people.

It's a place where you can learn, sing, dance, laugh, and share your talent on a global scale. It brings together over 12,500 creators of 'how to videos who are turning their hobbies into side hustles. These videos cover beauty, recipes, and DIY topics and reach over 60 million viewers per month.

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 a startup company, the user's marketing team is very small, and there is not enough budget to expand advertising investment, so they rely more on ASO strategy and comprehensive data analysis support.

When a user's new app quickly rises to a certain level in a short period, I believe many app promoters have experienced the same difficulties. The previous strategy appears to be ineffective, and significant growth appears to be difficult to achieve.

Innovation, dynamic optimization strategies, and remarketing strategies based on segmented data analysis have become fatal limitations for many entrepreneurial teams because many supporting factors cannot keep up, the budget is limited, testing time is limited, and professional staff allocation is insufficient. Then, it would be a good idea to consider forming a mature ASO expert team to complete the next task.



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App Store Optimization solution

Keywords research

The ASO World team started by providing a tailored ASO report on the app's market position, identifying key opportunities to increase discoverability and conversion in the Google Play and Apple App Stores. They conducted extensive keyword research, compiling 1000+ relevant search terms and filtering for importance with their in-house algorithm, in addition to creating a variety of visual creative assets and metadata text updates.

We used the first Appranking to find all of the competitors by searching "mindfulness app," which yielded the following list of apps:



Then we started to analyze the keywords lists of competitors, then we can determine the keywords list of our customer's app and start to rank the keywords.

Icon optimization

Although a mobile app icon is physically small, optimizing this product page element usually positively affects each step of a user's App Store journey. The only graphic asset displayed on the category page is a mobile app icon. While searches account for 65% of App Store downloads, testing your variations on the category page is one of the best ways to determine how well your mobile app icon stands out from the crowd.

Experimenting with category pages is also a good idea because these are the only pages where you can reduce the impact of other factors on your conversion rates (e.g. the impact of screenshots when testing mobile app icons in the search results).

The experiment's main goal was to compare two competing approaches to designing mobile app icons:

● Relying on popular trends and styles; 
● Creating an easy-to-understand icon.

The ASO World team did an excellent job reviewing the top-performing apps' mobile app icons in their respective categories. They discovered a wide range of styles and began by creating a series of mobile app icons in wildly different directions inspired by various top-performing apps.



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App Store Optimization result

Simple things, it turns out, always work better, no matter what you do. People are afraid of what they don't understand, so they don't install such apps.

However, increased conversion was not the only benefit received by developers. Because there were mobile app icon designs that had little impact, a clear losing design, and a clear winning design, developers were able to determine exactly what works and what doesn't for their app.

At last, if you think this article is helpful to you, please share it with your friends. ASO World is always here to help you find the key to your success. Thank you for reading.  

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