海外运营必知：App Store与Google Play最新推广差异（下）
作者：Tom Leclerc | Author: Tom Leclerc
读者老爷们晚上好，编辑菌又回来惹～上回说到资深应用市场优化业从业人莱克勒克先生分享了自身的关于"市场差异"、"盈利效率"、"展示措施"及"应用搜索关键字"四个基础方面的操作经验和案例，而随着话题的进展，本篇将突入更为深度、技巧性更强的高级篇，针对"视频优化"、"评测优化"和"优化进取心"三方面，继续揭示完善的应用市场优化方案。
Good evening dear readers! Last time we discussed the basic operational experiences and case studies shared by Mr. Leclerc, a senior app store optimization practitioner, covering four fundamental aspects: "market differences", "profit efficiency", "display measures" and "app search keywords". As the topic progresses, this article will delve into more advanced and technical aspects, focusing on "video optimization", "review optimization" and "optimization initiative" to reveal a more comprehensive app store optimization strategy.
*视频——会动的宣传图* | *Video - Moving Promotional Images*
一些开发者或许已经注意到了，Google的应用市场允许应用放置者为其上传一个视频，与游戏图片一起作为宣传材料，而苹果公司的iTunes暂时并不支持这一功能。莱克勒克相信由于游戏视频正在成为一个十分有用和重要的传达工具，使用户能够一次性地获得比图片更加丰富的信息，从而更清晰地认识开发者的应用，苹果公司在本次WWDC发布会中宣布自己为App Store添加同样的功能。
Some developers may have noticed that Google's app store allows app publishers to upload a video as promotional material alongside game screenshots, while Apple's iTunes currently doesn't support this feature. Leclerc believes that as game videos are becoming an extremely useful and important communication tool, allowing users to obtain richer information at once and understand developers' apps more clearly, Apple announced at this year's WWDC that it would add the same feature to the App Store.
Google Play市场上的宣传视频均以Google公司自身旗下在线视频平台Youtube作为搭载，考虑到Youtube是海外最大的在线视频内容网站，其巨大的观众基数会为应用放置者提供除应用市场本身以外的又一条显著有效的宣传途径。对于具有海外开拓计划的开发者或营销者而言，在Youtube上传视频对于其吸引海外用户是具有意义的。
Promotional videos on Google Play are all hosted on YouTube, Google's own online video platform. Considering YouTube is the largest overseas online video content website, its massive viewer base provides app publishers with another significantly effective promotional channel beyond the app store itself. For developers or marketers with overseas expansion plans, uploading videos to YouTube is meaningful for attracting international users.
*评论——悠悠之口堵不住* | *Reviews - Unstoppable Public Opinion*
评论优化是一个颇为棘手的问题，由于难以控制用户的舆论，它可能使应用一夜蹿红，也可以使之一蹶不振。莱克勒克称，在他多年从业生涯中，人们通常有一种误解，即是认为所有的差评和低分都来自于软件崩溃和漏洞。
Review optimization is quite a tricky issue. Since it's difficult to control user opinions, it can make an app go viral overnight or cause it to collapse. Leclerc stated that in his many years of professional experience, people often have a misconception that all negative reviews and low ratings come from software crashes and bugs.
莱克勒克举出数据，表明在平均值计算下，具有4.5星评价的应用比那些评分在4-4.5之间的应用商业化要高出30%-40%，下载方面也有15%-20%的差距，这说明评分是十分重要的。
Leclerc cited data showing that on average, apps with 4.5-star ratings have 30%-40% higher commercialization rates than those with ratings between 4-4.5 stars, and also see 15%-20% more downloads, indicating that ratings are extremely important.
*发奋图强，永不停步* | *Strive for Progress, Never Stop*
和万事万物一样，应用市场优化并不是一蹴而就、一劳永逸的。市场永远在变化，用户和竞争对手们也一样，因而每一个"战斗"的参与者一旦"签订契约"，就要力争"做个好魔法少女"，把所有的努力维持下去。
Like everything else, app store optimization is not something that can be achieved overnight or once and for all. The market is always changing, as are users and competitors. Therefore, every participant in this "battle" must strive to "be a good magical girl" and maintain all efforts once they "sign the contract".
在文章的最后，莱克勒克祝愿道："我希望看过文章的读者们能够对两个应用商店的天性具有一个更好的认识，或对于他们的应用市场优化策略奠定一个更坚实的想法。如果我不得不对那些第一次做双市场应用推广的从业者提出什么建议的话，我建议不要吝惜时间，多投入精力在其中。目前为止，应用市场优化还并不十分复杂，而且还是相当有趣的。我说真的。"
At the end of the article, Leclerc wished: "I hope readers who have read this article can gain a better understanding of the nature of the two app stores, or establish a more solid idea for their app store optimization strategies. If I have to give any advice to practitioners doing dual-market app promotion for the first time, I suggest not sparing time and investing more energy in it. So far, app store optimization is not very complicated and is quite interesting. I mean it."
