Impact of YouTube influencers’ campaigns on app downloads

Impact of YouTube influencers’ campaigns on app downloads

Table of Content

High campaigns elevated downloads between 20% and 200%

Promotions having a constructive influence on downloads

The video that had the very best influence was a promotion for Hustle Fortress on June thirteenth, 2020. Estimated downloads grew by 134% on the day the video was revealed and grew by 329% on common over the next week. A video often has the largest influence on downloads sooner or later after its launch. Then downloads step by step lower throughout the next 4-5 days to return to their baseline.

However outcomes differ significantly from marketing campaign to marketing campaign

Nevertheless, a peak in downloads after a paid promotion will not be the common rule. Truly, some movies didn’t have a big influence on downloads. Both the impact was too small to extend weekly downloads, or there was no seen influence in any respect. In brief, we couldn’t discover a correlation between the variety of YouTube video views and downloads, which makes influencer advertising on YouTube a dangerous technique. It is usually price noting that, whereas AppTweak is assured in its obtain estimates, different elements may play an necessary function in downloads: Have been different Apple Search Advertisements (ASA) campaigns performed on the similar time? Did seasonality, or every other related parameter, influence downloads? Lastly, it needs to be famous that whereas we didn’t examine retention for this text, it constitutes yet one more issue to contemplate when assessing the actual potential of YouTube influencer advertising.

Promotions having no clear influence on downloads

Outcomes aren’t constant for every creator

Creators attain very completely different outcomes for various apps, and the variety of views every video generates doesn’t essentially correlate with a rise in downloads. For instance, for Hustle Fortress (inexperienced circle), there have been 25,000 further weekly downloads after Cyril’s video in comparison with the earlier week, however when Math revealed a video selling Hustle Fortress, the typical variety of downloads decreased the next week, which means its influence was very low. Alternatively, for Raid Shadow Legends (pink circle), one in all Math’s movies generated extra downloads than Cyril’s, regardless of receiving fewer views.

Within the chart under, every level represents a video. On the Y-axis, you’ll be able to see the distinction between apps’ downloads within the week following the video versus downloads the week earlier than. Movies that promote the identical app are aligned vertically, whereas their measurement accounts for the variety of views in early September. The title of the creator is indicated contained in the circle.

Every circle represents a video and its coloration stands for the app promoted in it. Downloads for promoted apps didn’t systematically improve throughout the week after video publication.

Extra views or extra subscribers doesn’t imply extra downloads

We didn’t discover a correlation between the variety of views per video and the sum of downloads one week after promotion. Most movies in our subset had between 1 million and 6 million views in early September. Whereas YouTubers with extra subscribers are inclined to have extra views, it doesn’t essentially end in any further app downloads.

Every level represents a video and its coloration stands for the app promoted in it. Movies that received extra views (greater measurement and to the suitable) didn’t carry extra downloads one week after publication to the app they have been selling.

YouTubers every had constructive and adverse outcomes relating to further app downloads after their movies, and movies of probably the most well-known YouTubers didn’t essentially carry extra downloads.

Every “line” stands for a YouTuber, every dot for a video he made and numbers on the X-axis symbolize the YouTuber’s subscribers (in thousands and thousands).

YouTube campaigns haven’t any influence on key phrase search quantity

We discovered that branded key phrases’ quantity historical past didn’t correlate with paid app promotions on YouTube. We had initially hypothesised that site visitors for a branded time period would improve after the discharge of a video selling the app, however this was not confirmed by the info. We assume right here that individuals straight clicked the hyperlink offered by the YouTuber, which might then not have an effect on search site visitors, or that individuals wouldn’t massively seek for the app throughout the few days after its publication.

Watch out for cannibalization and exterior elements

In some instances, downloads surge straight after the video however will drop just a few days later. Typically, this is because of exterior elements corresponding to different promotions being stopped, or the app may need misplaced some class or key phrase rankings. Or, once in a while, a phenomenon known as “cannibalization” might happen. It signifies {that a} paid promotion may have a constructive impact for just a few days, however then downloads will lower to some extent under the baseline; customers that downloaded the app, due to the video, on day 1 may need downloaded the app on day 6 anyway, with out the video. Subsequently, to totally perceive a video’s influence, each further downloads and potential drops should be thought-about. For instance, Math revealed a video selling the app One Punch Man on August seventh, 2020. As we will see within the chart, this introduced 5,000 further downloads over 5 days, however downloads subsequently continued to lower, leading to a lack of 3,000 downloads in comparison with their prior stage of 4,000 downloads per day. It’s shocking to see such a decline just a few days after a marketing campaign. This may be defined by completely different exterior elements, and likewise demonstrates the eventual cannibalization impact.