Romain Torres
speaker
95 appearances
1 recordings
1 series
first heard Oct 2024
last heard Oct 2024
Romain Torres’s voice in public audio — every appearance, attributed to the second.
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Because I think- 100%. Yeah. And I mean, I even think with AI, there are opportunities for those viral apps that need like a very small niche of people, like in high school to install the app. Because now if, let's say you want to like get the initial, like the first 20 users, like those one or 2%, it's very hard to get them. Even like-
Even if you want to get those 20 users, maybe you need to go to the school physically, which can be weird for a 30-year-old to do that. Maybe you want to run a couple of ads, but it's very hard to target a specific audience like this. But now with AI, you could very easily do one ad specifically for Carmel Catholic High School and another ad for another very specific high school.
And in the hook of the ad that you do, You will do, hey, you are Carmel Catholic High School. Did you hear about this new thing that's happening? And it's very hard to scale that if you don't use AI, because you will need to have influencers in every single school. But with AI, and we can discuss that afterwards. It's now possible to even kickstart this strategy of virality.
But let's start with the ASO one. ASO, so Apple Search Optimization, is basically the art of being number one when people type a keyword in the App Store. It's very similar to search engine optimization, but it's in the App Store, basically. And here, the challenge is to find, when you are thinking about new ideas, is to find a keyword that
doesn't have too much competition yet, but has enough volume for people to rank on it. And we actually did that in the past at the beginning of, with one of our apps that was like this keyword text to speech. A lot of people were typing in the app store to find apps to like transform text into speech.
And there was some web products like 11 Labs, et cetera, but there were no products in the app store yet. And For some reason, people need an app to do that. For example, if you want to clone your own voice, it's easier to do it with a mobile phone than with a web product. So we created an app that does that. And it grew super quickly organically just with ASO and people searching for it.
I came across another interesting company that does this exact strategy. Usually those companies are not huge because you are limited by the volume of search in the app store. And you cannot do intent-based marketing, which is like showing an ad to someone who is scrolling Facebook and they didn't even know they need this app yet, but you show them that they need the app.
In this case with ASO, you are only looking for people who already are searching the keyword, which is kind of limiting, but it's very profitable. So let me share my screen again and show you an example of that. Okay. So the name of the company is Rimone Holding and Even though they don't do a lot of revenue, it appears on Sensor Tower.
I'm pretty sure they do much more than that because the revenue number is capped to 5K on like a... If you do less than 5K per month on an app, it will just show less than 5K. But if you addition all those apps, they probably make much more than... 5K. And so they find those weird keywords like fan noise. Some people search for that. Some people search for green noise.
Some people search for anime girlfriend AI or noise cancelling apps. And they are very good at identifying keywords people are looking for, but that don't have so much competition yet. It looks like the noise one was a hit for them, because they have the broad noise app, the green noise app, the fan noise app.
And very often, those studios, those mobile app studios, they repeat the same ID multiple times with the same technology, but with a different keyword or a different marketing. Yeah, so I will stop here. Maybe you want to comment something, but that's one very interesting that I found in the app store.
Yeah, 100%. As you say, they try to put the keyword in the title and then there are a ton of other techniques to do that. I think a very good blog on this topic is the blog from AppFigures. It's a tool that lets you search keywords and identify new opportunities for new keywords.
And there are so many techniques, like using the title, obviously, is a good one, optimizing your conversion rate on the App Store when people visit the page so that they download and Apple understands that it's good traffic and that the app is relevant for them. Optimizing the number of reviews, the growth rate is important too.
There is also those minor techniques like when you launch a new app, the first day is actually very important because Apple gives you an initial boost on the keywords and looks at the conversion rate that you get on those apps. on the app.
And if on during this initial boost, you get a very high conversion rate on, let's say you, you, you launch a new AI calorie counter app and people, when they search for it and they see you up, they download it. Then you will get like a flywheel, a positive flywheel of downloads and it will keep staying high actually. So the launch is very important.
Other techniques is like these people, they sometimes do ads. not because they want to be very profitable on ads and optimize the ads, but just because they want to have more reviews, more traffic, so that it creates this flywheel of optimization for the rankings. And even though they still focus on the ranking, they benefit from the traffic of the ads. Does that make sense?
Yeah. And another one, just to finish on this one, that I think was interesting. I think there was a keyword that was popping world Pilates. And I see a lot of apps that start to rank on this keyword. So I just wanted to show you an example of a new opportunity. I don't know how new and how good this opportunity is, but that's an example of something people identified, and it's growing.
And they made an app for that, and they used it in the keyword.
Maybe AppFigures or... Yeah, that might be AppFigures that you are looking for.
And that's a perfect transition to the next kind of virality style approach. Because research is one very good way to get ideas, and lots of people get very good ideas from research, not on the App Store directly, but on other websites.
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