Youper App

Part
01
of one
Part
01

Youper App

Youper's strengths lie in their high user review ratings, search marketing efforts and accessibility. The app's weaknesses center around low levels of email and social media marketing efforts. Increasing their YouTube presence is an opportunity, as well as geographic expansion. Competition in the market and the ensuing pandemic are current threats to Youper. A deep dive of this SWOT, Youper's competitors, and some factors to keep in mind when developing a marketing strategy for a sex and porn addiction app have been presented below.

Youper App SWOT

Youper's Place In the Market:

  • Youper receives an average of 20.8K downloads per month.
  • The app has around 4.5K daily active users (Android).
  • Youper's website receives an average of 31,515 visitors per month.
  • Youper was founded in 2016 which makes it a new market entrant.

Strengths

  • The app has an all-time user rating of 4.6 out of 5 stars.
  • The latest version of the app was released recently, on April 3rd, 2020.
  • Youper's website is mobile optimized, which is ideal considering the majority of their website visitors are coming from mobile devices (67.56%).
  • The majority of Youper's website traffic comes from organic search (53.42%) such suggests that Youper's SEO strategy is solid.
  • The primary social channel bringing visitors to Youper's website is Facebook (62.89%).
  • Youper's app is available for free, which make it widely accessible.
  • In June 2019 the company received $3 million in seed round funding from Goodwater Capital.
  • High levels of interest in Youper are coming from California, Texas, Illinois, Michigan, Florida, Maryland, New York and Massachusetts. Additionally, high levels of interest are coming from North America, Brazil, Australia, India, the UK, Germany, and Poland. |
  • According to Social Searcher, mentions about Youper on social media reveal a 4:1 positive-to-negative sentiment.

Weaknesses

  • The number of monthly downloads the apps has been receiving has significantly decreased over time (nearing 34.9K as of October 2019, down to 20.5K as of January 2020, down to 12.2K as of March 2020).
  • The number of monthly website visitors to Youper's website has been decreasing overtime, from over 37,000 in January 2020, down to 32,520 in February 2020, down to 24,959 in March 2020.
  • Currently, hardly any of Youper's website traffic comes from email (0.86%), referrals (4.33%), social media (3.62%).
  • Only 19.31% of Youper's social media website traffic is coming from YouTube.
  • The company has a very low number of followers on Twitter.
  • The company is quite small, with only 1-10 employees, according to their Crunchbase profile.
  • Youper's YouTube channel only has a couple of videos posted on it, despite the fact that each video amasses tens of thousands of views, suggesting that Youper's YouTube marketing output is quite weak compared to the potential that is here to gain a large following.

Opportunities

  • Currently, none of Youper's web traffic is coming from paid search or display ads, which suggests there is opportunity for the company to invest more in these marketing channels.
  • Currently, the majority of Youper's website visitors are coming from the U.S., Mexico, and Brazil (21.17%, 18.02%, and 14.02%, respectively) which indicates there are opportunities for the app to expand its services to other countries and regions of the world.
  • There appear to be low levels of interest in this app coming from Africa, Asia, and the Middle East, which could mean there are marketing opportunities in these countries.
  • The majority of Youper's website visitors are between the ages of 18 and 44 (75.36%), which suggests that there is an opportunity for the company to target older demographics.
  • The company is currently privately held, which means there may be an opportunity for the company to go public in the future.
  • Since it was founded in 2016, the company has only received $3.5 million in startup funding across three funding rounds, which suggests there may be an opportunity for the company to acquire more funding in the future.

Threats

  • Overall, an analysis of Youper's website and app traffic has revealed significant and rapid declines in their traffic and usage data as of March 2020, which suggests that the company's business model may be threatened by a decreased demand for their services as a result of the COVID-19 pandemic.
  • There are a number of large, prominent healthcare companies that are key players in the mental health apps market place including Aurora Health Care and Mayo Foundation, as well as a number of highly popular startups, including Headspace and Calm. These competitors may be seen as intensely imposing threats given their large and established natures compared to the small, new-entrant status of Youper.

Youper App Competitive Landscape

MoodSpace

  • The app's official website can be found here.
  • App Description: This app uses techniques from cognitive behavioral therapy, mindfulness-based cognitive therapy, positive psychology, and behavioral activation to provide self-help guidance designed to improve mental health. The app works by providing a gratitude journal, thought diary, guided meditations, daily planner designed to help increase fulfillment and balance work, play and rest.
  • Usage: This app receives an average of 2.3K downloads a month. In January 2020, the app received a 326 daily active users (284 in February, and 184 in March). This data set is for Android in the U.S.
  • Popularity: The app has an all-time consumer rating of 4.6 out of 5 stars out of 1,125 reviews on Google Play.

Moodpath

  • The app's official website can be found here.
  • App Description: Moodpath serves as mental health companion that allows users to assess and track their mental health. The app has users answer daily questions about their well-being, offers a twice-weekly health assessment, and allows users to share their assessments with their healthcare professionals. The app features a mood tracker, journal, cognitive behavioral therapy exercises, and psychology educational materials.
  • Usage: This app receives an average of 27.3K downloads a month. In January 2020, the app received a 7.12K daily active users (6.09K in February, and 5.89K in March). This data set is for Android in the U.S.
  • Popularity: Moodpath has received a rating of 4.5 out of 5 stars across over 25,824 reviews on Google Play.

Woebot

  • The app's official website can be found here.
  • App Description: Woebot is a mental health chatbot that provides step-by-step guidance based on cognitive behavioral therapy and mood tracking features. The bot checks in with users on a daily basis and walks them through techniques and approaches related to mindfulness while also providing insights and skill building that help users improve mentally.
  • Usage: This app receives an average of 10.6K downloads a month. In January 2020, the app received a 5.36K daily active users (4.66K in February, and 2.75K in March). This data set is for Android in the U.S.
  • Popularity: Woebot has received a rating of 4.5 out of 5 stars across over 6,630 reviews on Google Play. Additionally, Woebot has been featured in a number of main-stream media publications, including the New York Times, Washington Post, Today Show, BBC, VICE, and The Guardian. BuzzFeed rated the app as the #1 app for people who have anxiety, and Forbes rated the app as the #1 innovative mental health technology.

Wysa

  • The app's official website can be found here.
  • App Description: Wysa is a therapy chatbot that features a mood tracker, mindfulness exercises, anxiety help and mood-boosting techniques. The chatbot also provides spiritual meditations. Users can choose between working with the chatbot or browsing through the library of mindfulness techniques independently.
  • Usage: Wysa is used by over 500,000 people according to the company's Google Play profile. This app relieves an average of 40K downloads a month. In January 2020, the app received 4.5K daily active users (4.03K in February, and 2.99K in March). This data set is for Android in the U.S.
  • Popularity: Wysa has received a rating of 4.7 out of 5 stars across over 41,320 reviews.

What's Up?

  • This app does not appear to have a corresponding website (a website for a similarly named app was found but appears to be for a different app). A link to What's Up?'s Google Play profile is found here.
  • App Description: What's Up? is a mental health app that relies on cognitive behavioral therapy and acceptance commitment therapy to help users cope with their anxiety, depression, anger, and stress. The app features techniques and affirmations designed to help overcome negative thinking patterns and cope with negative emotions, as well as a thought/mood diary, habit tracker, catastrophe scale, a grounding game, user forums, and a library of self-up materials.
  • Usage: This app receives an average of 5.1K downloads a month. In January 2020, the app received a 419 daily active users (135 in February, and 73 in March). This data set is for Android in the U.S.
  • Popularity: What's Up? has received a rating of 4.3 out of 5 stars across over 3,150 reviews.

Factors to Keep in Mind When Developing a Marketing Strategy for a Sex/Porn Addiction App

Personal Feelings of the Target Audience

  • Due to existing stigmas around addiction, people who need help can often feel embarrassed by their problem. These negative feelings can prevent an individual from seeking help.
  • According to business consultant and Inc. contributor, Anna Johansson, consumers can be reluctant to engage with brands associated with recovery, especially in public realms, such as social media and may even avoid visiting websites associated with recovery.
  • Online marketing expert, Dave Collins, founder of SoftwarePromotions, says that when trying to market something embarrassing to people who need the product but don't want it, "the most effective way is to completely ignore the discomfort, the embarrassment and image issues." Instead, Collins recommends focusing on "providing well presented options in time-honoured tradition." He further notes examples of typically embarrassing products and how the marketing of these materials focus on things like acknowledging the prevalence of the issue in effort to show the consumer is "not alone" and how the product is a solution to the problem.

Ethical Marketing and Transparency

  • According to a recently published article in Forbes, bad actors in the addiction recovery industry have made it difficult for other recovery brands to take full advantage of various digital marketing platforms, such as Google Adwords.
  • This has resulted from companies such as Google implementing restrictions on advertisements in the addiction recovery verticle.
  • According to CEO of Avea Solutions, Ben Dittman, "not long ago, Google implemented restrictions (paywall) on ads related to addiction treatment after discovering that some were leading to questionable consumer experiences and even patient brokering at some centers. Those recovery facilities seemed to be exploiting the strong desire and vulnerable emotional states of family members hoping to save loved ones from the suffering of active addiction." Dittman further explains how as a result of these issues, he has "found that reaching patients or customers in an ethical way is essential. It is of utmost importance to make certain [the] marketing practices are not deceptive or misleading in any way. All marketing should accurately state the type and model of services, your corporate entity, your treatment program brand, licensing, accreditation, location of the facility or facilities (if any) and staff credentials."

Research Strategy

As Youper is a small, privately held company and therefore does not publish an annual report, we were unable to examine the company's SWOT from a detailed financial perspective. However, using website analytics, company databases and social media sites along with making some logical assumptions, we were able to analyze the SWOT for Youper from the perspective of its market standing, competitive standing, and marketing strategy.

For the competitive landscape, competitors were chosen based on apps that provided similar features, functions, and served similar purposes using similar types of methods.

Lastly, we were unable to uncover direct insights regarding factors to consider when marketing/advertising an app for sex/porn addiction or addiction recovery in general. One possible reason for this lack of information is the highly niche nature of this product resulting in a lack of content generated about this specific topic. This hypothesis is further corroborated by business consultant, Anna Johannsson, who states that "aren't many noteworthy authorities on the subject [of addiction recovery advertising]--nor is there an abundance of addiction recovery-related advertising." As a result, our team did our best to locate factors related to addiction recovery in general that could be logically applied to marketing a sex/porn addiction recovery app specifically.


Sources
Sources