Sylvain Gauchet β›οΈπŸ’Ž Profile picture
Jul 15, 2020 β€’ 12 tweets β€’ 6 min read β€’ Read on X
10 mobile #growthgems πŸ’Ž from "How We Scaled from 80k to 6m Users" by Jordan Gladstone (Director of Marketing at Dave - Banking App) at @apppromotion APS WFH USA

πŸ‘‡πŸ‘‡ Twitter thread below Image
πŸ’Ž #2
Then start filming other people to be able to show the app more. It helps figuring out which messaging works as well as test different thumbnails (e.g. empty gas), showing or not the app (showing the app works better), actors, locations, etc. Image
πŸ’Ž #3
Something that has worked well for Dave is responding to Facebook comments on their ads "as Dave" (they now have a style guide with what Dave likes). It allows for ads to look more organic and creates more engagement, leading to lower CPMs. Image
πŸ’Ž #4
You only need limited resources to be able to respond to FB comments. Do it yourself at the beginning, find unemployed comedy actors and later you can get community managers. Image
πŸ’Ž #5
Before you invest big on TV, do a test with a scrappy creative (with enough quality to still be approved). Dave started with a $250 creative and it actually crushed it in performance (more than some expensive agency ads created later) and they put a lot of money behind it. Image
πŸ’Ž #6
Be flexible during the learning phase with TV, especially if you come from digital (used to understanding attribution perfectly). CPA on TV is going to look different from Facebook but you will see huge scale on TV + halo effect on other channels allowing for bigger scale. Image
πŸ’Ž #7
Dave only focuses on evergreen creatives, not on anything seasonal. If it can't be always on and evergreen, they don't do it. Image
πŸ’Ž #8
Try best practices (e.g. Facebook) but if it's not working, think outside the box. There might be a way that works better for your app. Image
πŸ’Ž #9
What's going to take you from 0 to 1M users and from 1M to 3M is probably different things. Some things stop working so you have to constantly force yourself to change and try new things. Image
πŸ’Ž #10
For creative production Dave organizes shoots to be able to produce hundreds of creatives by having 6 different setups (1 that looks like a kitchen, 1 like a gas station, etc.), different actors (different ethnicities, different ages, etc.) and "cycling people through". Image
That's all!

Mining ⛏️ long-form resources to extract #mobilegrowth insights πŸ’Ž takes time.

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I'm going back down for more πŸ’Ž β€” Sylvain
Oh...And here is the missing gem #1 🀦

πŸ’Ž #1
You can start by making ad creatives using your phone. Even just selfie videos let you test: different hooks (starting with a question, moving the camera in the first 2 seconds, etc.), different CTAs, sunglasses on or not, etc. Image

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More from @sylvainww

Sep 23, 2020
πŸ’Ž In yesterday's #growthgems newsletter I shared insights from the recent "Understanding, Optimizing and Predicting LTV in Mobile Gaming" GameCamp webinar

Read the 15 #LTV πŸ’Ž from this 100 min video in the twitter thread below πŸ‘‡
πŸ’Ž 1/15
Chart your creatives on a X axis and check your D3/D7/D28 ROAS to quickly spot outlier creatives (both good and bad) so you can act on that (by reallocating spend for example).
πŸ’Ž 2/15
A benchmark comparing ROAS (e.g. D7/D28) for each week (X axis) with success thresholds allows you to evaluate your UA strategies.
Read 17 tweets
Sep 10, 2020
15 mobile #growthgems πŸ’Ž from "What's App Store Optimization Techniques are Working Right Now?" by @daveabell (CEO of @Gummicube) at @apppromotion

Read the #ASO #ASA insights from the 56 min video in the twitter thread below πŸ‘‡ Image
πŸ’Ž #1
Apple will tell you "do not use search ads data for ASO" because the timeframe of the trend they are reporting is short term. You can not use a short timeframe for ASO because it takes 2-3 weeks to get your keywords fully indexed.
πŸ’Ž #2
Apple will still index you for 2 to 3 weeks after an update. If you have good rankings already, you can do keyword metadata optimization every 30 days and have a solid view of how an optimization performed.
Read 17 tweets
Aug 12, 2020
10 mobile #growthgems πŸ’Ž from "Ad Creatives FTW" with @mellyalert (Realtor.com), @hioliviasmith, @DyanKhor (@CashApp) and Rhiannon Price (JamCity) at the live-only SpeakHer event from @AppGrowthSummit

Read the #UA #creatives insights in the twitter thread below πŸ‘‡ Image
πŸ’Ž #1
HopSkipDrive uses the same brand feeling and emotional value across channels but what might differ is the goal of each campaign. Example: Twitter for retargeting/re-engagement and Facebook for conversion.
πŸ’Ž #2
Try to take a portfolio-based approach to creative testing and understand that you're adding something new to the mix. Some channels do not have a "clean" way to A/B test (e.g. TikTok) but even if there is it might not give you results of what will happen "live".
Read 14 tweets
Jul 29, 2020
15 mobile #growthgems πŸ’Ž from "Mobile Marketing for Card Games" with Josh Chandley (Wildcard Games) @eniac, Jonathan Lau (Weee!) and @jokim1

Watch this 52:14 discussion directly...Or start by reading the main #mobilegrowth #UA #creatives insights in the twitter thread below πŸ‘‡ Image
A way to test creatives at a lower cost is to start in India with a small budget to filter them out first, then move to Canada and deploying the best-performing onesΒ in the US. Image
πŸ’Ž #2:
For games that have a strong organic demand, it makes sense to pay attention to ASO and also to potentially try preloads on devices as well as try low cost/quality channels. Examples: Gin, Rummy, Solitaire, Tetris.
Read 19 tweets
Jul 23, 2020
#tbt 14 mobile #growthgems πŸ’Ž from "Cutting Edge of Mobile Marketing Panel" with @JeetNiyogi, @Jayne, Sam McLellan, Dwight Zhou & @tomemrich
at @MobileGrowthMGS SF

#mobilegrowth #mobilemarketing insights from this 35 min panel in the twitter thread below πŸ‘‡πŸ‘‡πŸ‘‡ (1/X) Image
πŸ’Ž #1
Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can really understand what drives results. [DraftKings] Image
πŸ’Ž #2
Yousician did a live op with paid content unlocked (e.g. Jimmy Hendrix songs) and people playing these songs for free for a limited time ended up converting (subscribing) at a 40-50% higher conversion rate. [Yousician] Image
Read 17 tweets
Jul 1, 2020
9 mobile #growthgems πŸ’Ž from "Subscription apps fundamentals" by @Thomasbcn at the last (virtual) @AppGrowthSummit Berlin Image
πŸ’Ž #1
There are very different kinds of subscriptions, and the retention tactics/levers are entirely different for each subcategory:
- Content - music, books, video, comics, news, etc.
- Motivation - health & fitness, dating, education
- Utilities - video editors, dropbox etc.
πŸ’Ž #2
Subscriptions align users and developers' interests. People will keep paying if you keep providing them value.

Example of Evernote: as you use it more, it becomes even more valuable and that's when the subscription model makes the most sense.
Read 11 tweets

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