Counter Pornography Addiction Apps

Part
01
of three
Part
01

Promoting Apps: Best Practices

Encouraging customer referrals, re-engaging lapsed users and conducting mobile email marketing campaigns are some of the current best practices in apps promotion. Notably, media outlets and industry experts currently recommend a wide variety of tactics for promoting apps, however these three approaches appeared to be the most consistently cited and/or best substantiated methods for generating user awareness and engagement.

Encouraging Customer Referrals

  • Encouraging customer referrals was selected as one of the top best practices for apps promotion given that the marketing tactic was consistently recommended as one of the "best ways to promote an app" by a diverse array of media outlets and industry experts, including top-tier media (e.g., Forbes), advertising trades (e.g., Branch), mobile analytics experts (e.g., CleverTap), technology outlets (e.g., Lvivity) and app developers (e.g., SAG IPL).
  • As highlighted by Forbes, encouraging customer referrals can take a variety of formats, ranging from low cost options such as creating an in-app "tell a friend feature" to ease the app sharing process, to the creation of formal rewards programs that provide existing customers with incentives such as credits or discounts for each new subscriber.
  • For example, Uber first promotes its app in new markets by offering customers free trips on the condition they share the company's app installation link with their friends.
  • Similarly, Dropbox's referral program, which is cited as one of the "most effective" app promotion approaches overall by analytics expert CleverTap, rewards users with free storage space with every friend they invited to use the app.
  • CleverTap and Branch add that, while customer referral programs may be "overused," the reason they are so common is that they generally work if executed well.
  • This is because consumers are four times more likely to purchase a product if it is recommended by a friend or family member.
  • In the case of Dropbox, that translated into a user base increase from 100,000 to 4 million in just one year, and 3900% subscriber jump in less than a decade.

Re-engaging Lapsed Users

  • Re-engaging lapsed users was similarly identified as a best practice in promoting apps based on the recommendation of industry experts (e.g., Forbes, CleverTap, Branch, Shopify, SAG IPL) as well as the magnitude of opportunity represented by this strategy.
  • According to 2019 research by CleverTap, apps generally lose over three-fourths of active users within the first 3 days of installation.
  • These figures worsen over time, with active user volume decreasing in the first month and first 3 months by 90% and 95%, respectively.
  • An analysis by Localytics parallels these findings, by reporting that 21% of app users will abandon an app after just one use.
  • However, Branch and CleverTap report that apps can counter these statistics with re-engagement strategies, such as simple user messaging or paid advertising, particularly when these communications techniques are personalized.
  • Notably, Localytics found that just sending an in-app message when a user first visits an app results in a 10% improvement in abandonment rates.
  • When more aggressive re-targeting efforts are made, Criteo found that users are 30% more likely to return and make purchases through an app.
  • Overall, retaining existing users is 5 to 25 times more cost effective than acquiring a new customer, according to Taplytics.
  • As such, re-engagement strategies are employed by a variety of apps, including Pokemon Go, Postmates and Skillshare.

Mobile Email Campaigns

  • Lastly, email marketing, particularly in the form of mobile email campaigns, were chosen as another best practice for app promotion given that a preponderance of media outlets and industry experts currently highlight the effectiveness of such marketing tactics, including Forbes, Branch, Born2Invest, CleverTap, Lvivity, Shane Barker and SAG IPL.
  • According to CleverTap and Lvivity, email marketing "should be a staple" in all app promotion strategies, and have relevance throughout the app product lifecycle (from product launch through maintenance).
  • Similar to the other highlighted best practices for promoting apps, Forbes and Lvivity note that email advertising campaigns can take a variety of forms, ranging from simple email newsletters that highlight product updates to more clearly articulated marketing messages that offer product discounts.
  • Overall, Shane Barker reports that email marketing is an "insanely effective mobile app promotion" approach, given that over 50% of Americans check their emails over 10 times per day, while almost all (99%) check their inboxes daily.
  • Moreover, Branch notes the added advantage of optimizing email messages for mobile, given that Apple iPhone email accounted for the largest percentage of email opens in 2018 (29%), followed by Gmail (27%).
  • In particular, Yes Lifecycle Market reports that the revenue generated from mobile is increasing 33% year-over-year, whereas desktop and tablet orders are declining by 14%-18%.
  • As such, email marketing that is tailored to mobile is one of the most cost effective and widely visible forms of app promotion currently available.
Part
02
of three
Part
02

Popularity of Counter-apps

While Covenant Eyes enjoys a much higher overall usage level that rTribe and Stop M, it appears that rTribe and Stop M are more popular among existing users.

rTribe

Usage

  • Although publicly available usage data for rTribe is limited, a variety of relevant metrics indicate that the app has a relatively small following.
  • Most notably, SensorTower reports that rTribe has less than 5 thousand monthly downloads on iOS and Android platforms combined.
  • In addition, average app downloads and reported revenue for rTribe is sufficiently low that it is too small for SensorTribe to granularly capture and report.
  • Moreover, a review of visits to the rTribe website corroborates this finding, given that SimilarWeb reports there is "not enough data" or activity on the website to provide granular usage information.
  • Finally, a variety of prominent app stores and customer review aggregators similarly demonstrate a user base for rTribe that is likely not in excess of 5 thousand.
  • With that said, it appears that rTribe may have accumulated a meaningful user base over time, given that Google Play reports over 100,000 downloads of the app since its introduction.

Popularity


Covenant Eyes

Usage

Popularity


Stop M

Usage

  • Meanwhile, a review of publicly available data on Stop M indicates that the app has perhaps the lowest following across this set of three apps.
  • Although Google Play reports that the Stop M app has been downloaded in over 100,000 instances since its introduction, other download aggregators suggest much lower download rates.
  • For example, CNET reports a much lower overall download level of just 200, and a weekly download rate of only 2.
  • In parallel, it's noteworthy that the Apple app store does not currently carry the Stop M app, further reducing potential downloads.
  • Finally, a variety of prominent app stores and customer review aggregators similarly demonstrate that the user base for Stop M is not likely in excess of 4 thousand.

Popularity

Part
03
of three
Part
03

RTribe, Covenant Eyes, Stop M marketing Strategies

rTribe, Covenant Eyes and Stop M have widely different approaches to marketing, with Covenant Eyes launching more curated marketing campaigns, rTribe relying on smaller-scale content marketing and Stop M appearing to advertise only through a rudimentary and dated website.

rTribe

  • A review of rTribe's owned media channels (e.g., corporate website, Twitter, Facebook, LinkedIn, YouTube) as well as marketing content archives (e.g. iSpotTv) indicates that the app's marketing is largely facilitated through the company's website and social media channels.
  • Notably, there does not appear to be significant (if any) media coverage of rTribe's marketing efforts.
  • Additionally, rTribe appears to have been largely inactive in marketing across most of its owned media channels for the past year or more (Twitter, LinkedIn, YouTube).
  • However, it does appear that rTribe launched a coordinated advertising campaign through its corporate blog and Facebook account during 2019.
  • Specifically, rTribe introduced a content marketing campaign that consisted of thought-provoking articles, commentary from guest lecturers and relevant research information.
  • As part of this campaign, rTribe published a series of content pieces in short bursts across both the company's corporate blog and Facebook account (e.g., 3 pieces in April 2019, 3 pieces in May of 2019).
  • In some cases, these marketing material leveraged videos, however they almost entirely relied on visual images, which then linked to more detailed discussion.
  • Additionally, these marketing materials were generally characterized by the introduction of a new headline in the form of a short question to engage the audience, and did not appear to leverage a slogan or directly promote the rTribe brand.

Covenant Eyes

  • In contrast, Covenant Eyes launched a more curated marketing campaign for the app in April of 2019 called "Sick and Tired of Trying to Quit Porn? You're Not Alone. Try This."
  • Specifically, Covenant Eyes engaged an external agency (i.e., Harmon Brothers) to produce a video that could "change the national conversation on pornography addiction."
  • The video, which is approximately 5 minutes in length, was released on Covenant Eyes' YouTube and Facebook channels, and garnered significant engagement of almost 1.5 million views on YouTube as well as over 9 thousand likes and almost 3 thousand comments on Facebook.
  • Notably, the video plays on a mixture of humor, silliness and honesty to highlight the challenges some individuals face related to porn.
  • After an introductory and entertaining hook involving superheroes, the video moves into discussing the science behind porn addiction and how Covenant Eyes can help potential users manage this challenge.
  • Additionally, using a main protagonist that directly speaks to the audience, the video describes how Covenant Eyes can improve a person's life.
  • Although the video actively promotes Covenant Eyes, it does not appear to use a clear slogan or tagline.

Stop M

  • A direct search for marketing content by Stop M was unable to identify any media coverage or advertising artifacts related to the brand's historic marketing efforts.
  • Several additional research strategies were employed to ascertain this information, including a review of Stop M's owned media channels and searches through marketing content archives (e.g., iSpotTv).
  • However, these research approaches similarly failed to reveal any known marketing campaigns that have been completed by the company.
  • Notably, the only known media channel for Stop M according to industry experts (e.g., CNET, Google Play) is currently the company's website.
  • This was corroborated by extensive searches for other media channels, which similarly revealed no social media accounts, blogs or other Stop M owned channels.
  • Overall, it appears that Stop M's singular marketing platform, its corporate website, was last updated on August 21, 2014 with the introduction of a blog post.
  • This post discusses the harmful effects of masturbation alongside stock images, and concludes with a call to action for those interested to "click on given below link" to download the Stop M application.
  • Notably, the author of the blog post and website remains anonymous, and there is no clear slogan or tagline that is introduced for the brand.
Sources
Sources

From Part 02