The new trend of applications (non-games) going overseas: big app manufacturers 'package' going overseas, and entertainment apps are eye-catching
In the newly released 2022Q2 "BrandOSTOP 100 Overseas Brand Social Media Influence List", the sub-list of "App (non-game) Overseas Brand Social Media Influence List" has been added.
(Reply to the keyword [2022Q2] in the background of the official account to download the complete list and white paper)
As the first phase of the new launch, the overseas brands in the application (non-game) list have achieved an overall outstanding performance. The entertainment application WeTv has replaced the “Genshin Impact”, which has been ranked first for three consecutive phases, to become the overall list. No. 1 on the list; the average BrandOS score of the brands on the application (non-game) list is the highest among all sub-industry lists.
By observing the brands on the list of applications (non-games), we also found that there are not only WeTv and TikTok, which are familiar to domestic users, but also “hegemonic” entertainment applications, such as DailyYoga and picturethis, which are widely popular among overseas vertical groups. Well-received "niche" tool applications.
What are the prominent trends for non-game brand applications to build influence on overseas social media platforms?
How does WeTv, which has successfully reached the top, master the password of social media traffic by virtue of Chinese popular culture?
In today's article, we will discuss the rankings of the BrandOS list this quarter.
01
The new trend of applications (non-games) going overseas: entertainment applications have higher social media influence, and big factory applications are "packaged" to go overseas
A total of 30 brands are on the list of applications (non-games) in this issue, of which 17 are entertainment (53.1%), 9 are tools (28.1%), and 1 each is health/education/life/news. .
Not only that, from WeTv at No. 1 to UpLive at No. 12, all are entertainment apps. It can be seen that entertainment apps occupy an absolute advantage in the list, and entertainment apps attach great importance to shaping the influence of overseas social media.
On the other hand, we also found that all the 30 non-game application brands on the list came from a total of 24 development companies, which means that many of the listed brands actually came from the same development company.
Tencent's apps are the most on the list, with a total of 4: video app WeTV, comics app WeComics, music streaming app JOOX, and game live streaming app Trovo
Wondershare Technology’s apps are next, with a total of 3 apps: Filmora, a video editing app, PDFelement, a PDF processing app, and FamiSafe, a child tracking app.
2 Kuaishou apps are on the list: Kuaishou overseas version Kwai, fun short video app sanckvideo
Whether it is the "Tencent Department" that cuts into entertainment scenes and popular culture in multiple dimensions, the "Wanxing Department", a tool known as the "Chinese version of Adobe", or the "Kuishou Department" that focuses on short video teams with different positioning, from these The categories of applications and the focus of attention, we can see that non-game applications are showing the trend of giants "packaging" to go overseas.
After an application successfully goes overseas, its understanding of the local market and users, as well as its communication and marketing methods, can provide a shorter path and successful experience for the follow-up products of these application manufacturers.
Therefore, whether it is Tencent's allin pan-entertainment, or Kuaishou's "I beat myself", they all reflect the convenience and success of the same company's application marketing methods when non-game applications go overseas.
02
Highlights of this issue: WeTv is developing strongly, gaining fan traffic with short videos and Chinese pop culture
One of the highlights of this list is that "Yuan Shen", which has won the list for three consecutive periods, was replaced by Tencent's video application WeTv. And WeTv's BrandOS score is as high as 346.3 points, which is 65.5 points higher than the 280.8 points of iQiyi, the second place in the application (non-game) list. WeTv has formed a fault advantage in overseas social media influence.
We take WeTv's Facebook global homepage @WeTVofficial and iQIYI's Facebook global homepage @iQIYI as examples, through the "social account comparison" function of Marketing Cloud, to compare the Q2 social media marketing of these two accounts, we can find that WeTv A successful model for shaping influence in overseas social media marketing.
- The frequency of posting is high, mainly vertical short videos: Both WeTv and the overseas version of iQIYI are video applications, so both of them choose a video-based content form.
However, unlike iQiyi, WeTv publishes more and more intensive video content. On the other hand, in addition to using the pilot clips and clips of popular broadcasts as video content, it also chooses vertical screens that are more suitable for social media platform dissemination. Short videos re-edit and disseminate popular content.
- Focus on Chinese popular dramas overseas and attract fans' attention with "star + IP": We can also see the differences between WeTv and iQiyi in the key promotional dramas on social media. On the covers of the two homepages, WeTv displayed the posters of its solo drama "The Stars of the Stars" in the form of leaflets and front pages; iQIYI was more diverse, with the solo broadcasts "How Love Should Be" and "Cang Dynasty". The stills of 5 dramas including "Lan Jue" are put together into a poster for display.
At the same time, in terms of dissemination materials, WeTv not only promotes the episodes and the plot itself, but also attracts overseas star fans with short promotional videos and personal dynamics shot by the leading actors by virtue of the resource advantages of the exclusive broadcasting platform, so as to gain more interaction. and attention.
(The top 3 most popular posts on Q2WeTv's global Facebook page, the third is the personal news of actor Zhao Lusi.)
2022Q2 List Interpretation 03 Conclusion
For non-gaming apps, social media is increasingly becoming a huge source of traffic. Users gather on it, and discussions on popular content can be converted into platform traffic, thereby increasing the influence and downloads of the app itself.
Therefore, whether it is "packaging" to go overseas or using popular culture to attract fans, Chinese non-gaming app brands are gaining more and more attention on social media, helping their own development.