two & a half gamers
00:53:56 · Matej Lancaric, Darius Mora
[00:53:56] S2: a fitness app, which makes no sense. Yeah, exactly. [00:54:00] S0: You're competing with Better Me and all these guys. So if you go like... I've seen some stuff where like we'll do like hyper niche apps based on a keyword that goes viral. So some of our strategy is I look at these trending keywords a couple of times a week and every once in a while I'll find a trend that's not a specific app, but some generic trend that went viral on TikTok. And then we'll quickly, like we'll build an MVP in a week. We'll put it up there. And then on top of it, I'll put search ads to make sure everybody who goes to look for it then gets the app. You rank number one in like three days. And then if the trend stays here, you're good to go and you're golden. Exactly. You might have seen like... Yeah, better me. You know, like a few weeks ago there was a trend with action figure stuff on ChatGPT, which you can do it for free. Just one guy saw the trend, built an app and he built the app in a couple of days and he did like 80 ks in profit that month just from doing it quickly enough, just a single day.
00:55:01 · Matej Lancaric
[00:55:01] S2: Yeah, easy. And then you have also the same thing here. Honestly, it's not exactly the same, but you have all these 300 ks views. Obviously this is not exactly the Remini app, but still funny enough. So all of the shorts, thousands of views, some of these, of course, not as big, but this is all you need. And if you have hundreds of these, as we discussed, I think with someone in one of our other episodes, you have hundreds of these like smaller and like mid sized kind of shorts, like suddenly you have thousands of installs and you haven't even run any types of UA. And you can automate this even now.
00:55:45 · Darius Mora, Jakub Remiar
[00:55:45] S0: The thing is the paid UA for apps has been becoming more competitive and more difficult and more expensive every month for the last ten years. The reason why Calm became a billionaire company is because they discovered sleep stories, which is their number one feature. It was better than meditations. And at the same time, Instagram story ads just became a format. We didn't have story ads available on Instagram. And when this feature placement fit happened, it exploded and suddenly they had like billion dollar in revenue. That's the time. You couldn't do the same thing now because it's just way more competitive. And especially in the last six months, as you guys know, with all the AI stuff, we used to have to like pay the creators and do all the logistics with the influencers, micro influencers and all the content. And now I can just donate like a thousand videos an hour. It's so flooded. It's become very difficult to compete in some of the bigger categories. [00:56:44] S1: Yeah. We can tell you something about the UA competition again.
00:56:44 · Jakub Remiar, Matej Lancaric, Darius Mora
[00:56:44] S1: Yeah. We can tell you something about the UA competition again. [00:56:48] S2: I mean, yeah, sure. But still, But yeah, it wasn't like this before in apps, now, yeah. And also it's the biggest, big part in the whole app UA is just actually working with the creators and the influencers. And then you can use obviously like all of these videos from, let's say, Instagram marketplace. You can use them in your UA campaigns so you don't really need to create your own videos. But you see, you work with 10 different creators and then you see one or two are really getting loads of views, which is kind of like pre qualifying the video as like the creative win, you put it into campaigns, boom, you have creative winner immediately. Have you seen this working in games? No, nobody's using it. Nobody's doing So... Okay. Let me just call this... [00:57:33] S0: Mean, know [00:57:40] S2: a thing or two about this, so it's good. It's good. No, but it's very interesting because again, if you ask anyone in the gaming space, are you working with like Instagram marketplace? There is an Instagram marketplace thing. Yeah. Okay. Good to know. [00:57:58] S0: Yeah. And if you post like a ton of videos on TikTok, you can post a 100 videos a day, you can see which one takes off and then you don't waste your advertising budget. You take the two or three that work really well. You scale, you go all in and you prequalify Exactly. Your
00:57:58 · Darius Mora, Matej Lancaric, Jakub Remiar
[00:57:58] S0: Yeah. And if you post like a ton of videos on TikTok, you can post a 100 videos a day, you can see which one takes off and then you don't waste your advertising budget. You take the two or three that work really well. You scale, you go all in and you prequalify Exactly. Your [00:58:11] S2: Creative testing. You just it on TikTok and you can literally do it like on a daily basis, like tens of videos if you have them. And then you see, oh, this one got like 2,000,000 views. Thank you very much. Let's put it in the UA. That's it. That's all you need. Which is, I mean, it's easier said than done. [00:58:27] S1: First But did a video with 2,000,000 [00:58:30] S0: you don't need like high production quality. Like from my over and over and over again, when I see something that I think is going to work really well, it never works. It's always like the shitty stuff with the weird lighting and weird noises. [00:58:43] S1: I believe it works [00:58:44] S0: so well. Always overperform everything that I expected. And the same like when TikTok first came and I was doing a course on TikTok and I was like, to publish the course, need to grow my own account to show. And so I grew my account and I posted 10 videos a day for three months, grew to like 30,000 followers. And then about three or four videos had a million views. And it's like the stupidest, silliest things that you would not expect. [00:59:07] S2: Of course. Random stuff. I mean, not so random though, but still anything that looks really native and people can relate. That's all you need.
00:59:07 · Matej Lancaric, Darius Mora, Felix Braberg
[00:59:07] S2: Of course. Random stuff. I mean, not so random though, but still anything that looks really native and people can relate. That's all you need. [00:59:16] S0: Yeah. It's got to look like it's a video from your friend, not polished advertising. Something I've seen that it seems like a lot of the Asian markets, the more polished stuff perform better, but in general, the Western world is just the more unhinged you are, the better. [00:59:29] S2: Yeah. Suits me really well. That suits you really well. No, it's good. So anything else should we cover? Because I think this was pretty, pretty good. [00:59:37] S3: Pretty good episode. Bending Spoons, very inspiring app company. Yeah. I think the next one we're going to do in the series is probably going to be Codeway and we might or might not have a special guest joining us for that But one as yeah, more to come on that in the future. So this has been another amazing episode of the two and a half gamers podcast with special guest Darius joining us to let us give some insights into the app industry. Don't forget to join our Slack group if you want to ask any questions. And I'm sure Darius, anywhere people can get in touch with you if they have any questions about apps?