Insight into app purchase trend in June 2022 From AppGrowing

The following is the Insight into app purchase trend in June 2022 From AppGrowing recommended by recordtrend.com. And this article belongs to the classification: Mobile marketing.

Since June, entertainment apps have been strongly launched, taking the first place in the number of non game applications. Focusing on the cultural and entertainment segment industry, video and reading apps have been far ahead of others, becoming the most noteworthy key track at present.

According to the mobile advertising intelligence tracked in June 2022, appgrowing sorted out the overview of APP classified launch during June & Head advertisers & run volume material analysis.

After summarizing and sorting out the top 100 application promotion list in June, it is found that tool applications dominate the number, accounting for 22.22%, followed by shopping and social applications, accounting for more than 15%.

In terms of the distribution of the number of advertisements, entertainment, social networking and shopping are firmly in the top three. Social networking and shopping have obvious advantages in both the proportion of applications and the proportion of advertising, and are the main force in the current app buying market.

Focusing on the top 20 of the promotion list in June, we found that Kwai, Tiktok Express Edition, anjuke, xiaohongshu, Taobao, aichao, Alipay, etc. were all on the list, especially the number of advertisements of Kwai and Tiktok Express Edition swayed ahead of others.

Among them, the launch of Taobao live broadcast was greatly enhanced in June, and it broke into the top 20 of the promotion list, which is closely related to the promotion of Taobao 618. Seizing the middle waist node for streaming can get twice the result with half the effort. According to relevant data, Taobao live 618, a series of “new wave life” activities “riding the wind and waves” were watched by 110million people and received ultra-high exposure.

In June 2022, the top 3 categories of advertising intensity of Tencent advertising, massive engine and Kwai magnetic engine are tools, social networking and shopping, which are consistent with the overall market. On Baidu marketing platform, entertainment, lifestyle and social apps account for the top three, of which entertainment applications account for nearly 40%. After carefully exploring the distribution of entertainment applications on Baidu marketing platform, it is found that video applications account for the highest proportion, 43%.

Social – stable head buying pattern 1-1 aggressive content community launch

In June, on the social application promotion list, in addition to the frequently listed unfamiliar dating apps such as soul, tantan, Yishuang, Momo, representatives of the two content communities of xiaohongshu and Zhihu also appeared on the list, and voice dating apps, voice pairs, and trendy community app hobby also appeared.

According to the mobile buying volume data tracked by appgrowing, Zhihu’s buying volume soared in the week after 618, and ranked among the top 10 social apps in the month.

The main investment channels of Zhihu and xiaohongshu are headlines and Tencent, but there is a slight gap between the two. Among them, xiaohongshu mainly invests in Tencent’s youlianghui alliance, QQ applet media, Tencent News, QQ browser, Zhihu mainly invests in Kwai alliance, youlianghui alliance, pangolin alliance, tomato novel, etc.

1-2 bytes are media favored by social advertisers

In terms of the overall delivery, social advertisers will still choose the head traffic media pangolin alliance, Kwai alliance, youlianghui alliance, Tiktok short video, etc.

1-3 soul app main investment short video media

Take soul as a representative to analyze the launch strategy of social applications. Soul app mainly invests in Tiktok short video, accounting for 47.02%. It can be seen that soul’s main user group overlaps with short video users to a large extent.

Secondly, soul also attaches importance to the launch of alliance media such as youlianghui alliance, Kwai alliance and pangolin alliance. The material form is mainly vertical video, supplemented by horizontal video. The advertising high-frequency words are closely linked to “soul social”, “chat matching”, etc., and the hormone rendering is very in place.

In terms of age distribution, the population covered by soul is relatively scattered, and the four age ranges below 24 years old, 24-30 years old, 31-35 years old and 36-40 years old account for more than 20%.

Here are the common advertising routines for social applications:

Tools – increasing competition for buying volume

2-1 strong launch of weather and mobile phone cleaning

Taking stock of the top10 tool application and promotion in June, we found that Baidu’s ultra fast version and super power saving King ranked first and second, and a number of weather and mobile phone cleaning applications were on the list. The launch competition was very fierce.

2-2 tool applications favor Tencent wechat and youlianghui alliance

The main investment media of tool applications include Tencent’s wechat, youlianghui alliance, QQ browser, mobile QQ and other media. We take 5g fast connect Wi Fi as an example to analyze its launch strategy on Tencent’s advertising platform.

5g fast connect Wi Fi is mainly invested in Tencent media. The main delivery channels include wechat, q-series traffic, Tencent video, etc., of which the delivery of wechat traffic accounts for the highest proportion. The material form is mainly graphic, supplemented by video, and the advertising high-frequency words mainly focus on “5g network” and “connect WiFi”, which are consistent with the attributes of the product itself.

At present, with the increasingly crowded tool track and strong supervision, tool advertisers are becoming more cautious about buying. Tencent advertising has become one of the important delivery channels for many vertical industry advertisers such as tools.

Shopping – each advertiser presents an obvious echelon. 3-1 Taobao and taote rank first

In the shopping app promotion list in June, 618 marketing hot spots have led to a sharp increase in the buying volume of many advertisers, among which Taobao and taote are at the top of the buying volume.

3-2 analysis of taote promotion strategy

Take taote as an example to analyze the advertising strategies of shopping advertisers. Taote mainly invests in a large number of engines and Tencent advertisements. The materials are mainly pictures and vertical videos, and the copywriting content revolves around words such as “cheap”, “postage”, “direct selling”, etc.

The gender distribution of taote users is relatively average, mainly concentrated in young and middle-aged users between the ages of 24-35. It can be seen that taote’s main special offer products are very attractive to young people.

Here are the common advertising routines for shopping applications:

Reading – free novels achieve delivery fault 4-1 the release of free novels has steadily increased

In the first half of 2022, reading apps maintained their previous excellent performance in the buying market, and the launch of free novel apps continued to increase.

Seven cats’ free novels, in which Baidu has a stake, often rank first in the delivery of reading applications, and first in the volume of delivery during June. In addition, audio apps represented by tomato Changting and Himalayan FM have also become dark horse players in the buying market, successfully ranking in the top 10 of the reading promotion rankings.

From the top 10 of the reading promotion list, we can see that the overall competition is relatively fierce, and with the continuous development of seven cats free novels and tomato novels, this competition is pushed to a climax. Major manufacturers also attach great importance to the update and transformation of materials. Here are some common advertising routines for reading applications.

4-2 reading applications prefer Tencent media and byte media

In the advertising launch in June, reading apps were mainly launched in the following media:

4-3 analysis on the promotion strategy of seven cats’ free novels

Take seven cats’ free novels as an example to analyze the launch strategy of reading apps. Seven cats’ free novels are mainly invested in pangolin alliance, hundred Ivy League, youlianghui alliance, etc. Advertising high-frequency words focus on free, mostly female novel words, such as “Youth”, “Prince”, “through” and so on.

Read more: Miyun appgrowing & Yibang Research Institute: brand marketing white paper in the first half of 2021 appgrowing: mobile advertising traffic observation white paper in the first half of 2021 (with download) appgrowing: Q4 2018 major mobile advertising platform promotion trend insight appgrowing: 2019 Spring Festival holiday mobile advertising launch insight appgrowing: China Mobile Game purchase market analysis report in the first half of 2018 (with download) Appgrowing: mobile e-commerce marketing analysis report in the first half of 2018 appgrowing: mobile e-commerce marketing analysis report in the first half of 2018 appgrowing: Q1 e-commerce app advertising analysis report in 2018 (with download) appgrowing: Q1 mobile advertising analysis in 2022 Opera: Mobile Android mobile advertising traffic accounted for 37.71% in 2013 IOS is still leading Deloitte Consulting: 2020 Chief Marketing Officer (CMOS) Survey report questmobile:2020 insight report on the rise of new domestic products digital boost “new domestic products” how to play with the huge amount of traffic closed-loop calculation & Analysys: 2021 white paper on the development of China’s mobile social marketing (with download) mediaradar: since 2020, the overall expenditure of programmed advertising has been reduced by 9% morketing: 1q20 combing the advertising revenue of China’s 22 major Internet companies

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