Episode #45 of 3 MINUTES BULLSHIT WITH GEORGE featured Michelle Murcia, Head of Growth at Storybeat. We discussed how to avoid common mistakes during app launching.

Michelle shares his experience as a Mobile Growth Expert regarding the app launch mistakes to avoid.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on Youtube Channel https://www.youtube.com/channel/UCi5bKzetDnfMmstGNDCZaVw/videos.

Or via the website https://www.3minutesbullshitwithgeorge.com/

Connect with Michelle and Storybeat here:

• Michelle Murcia's Linkedin https://www.linkedin.com/in/michellemurcia/

• Storybeat https://www.storybeat.com/

Timestamps:

00:00 Dance

00:15 Michelle’s Introduction

00:28 App Launch Mistakes to Avoid

03:28 Bloopers

Transcript & Key takeaways from the episode:

Here are list of mistakes to avoid when launching a new app:

• Skipping Product-Market Fit Testing

• • Ensure the product meets user needs before scaling.

  • Gather user feedback and refine before investing heavily.

• Spending Budget Too Quickly

• • Avoid blindly testing multiple platforms just because you have funds.

  • Validate strategies before making large investments.

• Neglecting ASO (App Store Optimization)

• • Optimize app listing to target the right audience effectively.

  • Prioritize organic channels before paid campaigns.

• Choosing the Wrong Advertising Channels

• • Some platforms (e.g., Google, TikTok) require high budgets to be effective.

  • Start with small, strategic tests to ensure ROI.

• Ignoring Free Tools for Early Growth

• • Use Firebase, App Store data, and other free analytics tools first.

  • Scale to paid platforms (e.g., MMPs) when growth justifies the expense.

• Failing to Align Strategies with Growth Stage

• • Recognize the stage of your startup and grow sustainably.

  • Focus on hypotheses, research, and incremental scaling.

George: When you have a new launch of the app what mistakes shall you avoid?

Michelle: Okay, first of all, I will avoid just you going out there to test a bunch of like platforms or channels just because you have money. I mean a lot of people forget that: the first thing you really need to be focusing on, is testing the product and making sure that your product and market fits, it's actually the right one, getting some user feedback, and starting slowly. Because pretty much a phase in which you need to prove that you're adding some value and that your strategy is going to work. So you don't want to spend all your budget. So first, I will avoid that.

Second, I will put a lot of focus on the ASO that you're listing so that, everything really sends the right message to the target that you want to reach. And put some like organization in your organic channels first. And if you have like, a good sense of, you know, you feel confident and you want to go there, start testing slowly. Also choose very well the channels because sometimes, people don't know that to really fully get the most out of Google or Tiktok your daily budget and the amount of data that the platform needs to be very high. So sometimes their small budgets are going to be you know like spend super fast and that's it. So sometimes it's not the right way. You really need to explore what is the best for your product to test a real hypothesis that you are aware of, that you have the data to support it, and that you will really have an idea about what you're doing.

On that… Additionally, I will start to choose tools that mainly are free. Maybe rely on the Firebase, rely on the App Store data, or try to get your own data, your first daily data. And then, as soon as you can grow, you may be considered to maybe go for, you know, other kinds platforms and MMP, etc... Yeah, a bigger one with more capacity and also more advantages. But be careful and never understand, never forget the moment that your startup or your app is, and go slowly.

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Episode #44 of 3 MINUTES BULLSHIT WITH GEORGE featured David Barnard, Growth Advocate at RevenueCat, Host of the Sub Club podcast, and Founder at Contrast. We discussed how common pitfalls in subscription price A/B testing. David shares his experience as a Mobile Growth Expert in the subscription price A/B testing field. Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on Youtube Channel https://www.youtube.com/channel/UCi5bKzetDnfMmstGNDCZaVw/videos.Or via the website https://www.3minutesbullshitwithgeorge.com/ Connect with David and RevenueCat here:David Barnard's Linkedin https://www.linkedin.com/in/drbarnard/RevenueCat https://www.revenuecat.com/ Timestamps:00:00 Dance00:14 David’s Introduction00:29 Subscription A/B Testing Pitfalls04:59 BloopersKey takeaways from the episode:Here are tips to avoid common pitfalls in subscription price A/B testing:- Avoid Short-Term Bias: Initial A/B test results can be misleading, especially in subscription apps where long-term retention is key.- Monitor Renewals: Higher prices may increase short-term revenue but could reduce renewal rates, hurting long-term growth.- Track Long-Term Cohorts: Measure KPIs beyond 7 days, ideally for months or even a year, to assess real impact.- Retention Over Revenue: Long-term retention is the ultimate KPI—sustained subscriptions indicate real value.- Beware of Over-Optimizing: Short-term gains in conversion rates may sacrifice long-term sustainability.- Experiment Tracking Matters: Utilize tools that monitor results over extended periods to avoid premature conclusions.► Subscribe: https://www.youtube.com/channel/UCi5bKzetDnfMmstGNDCZaVw?sub_confirmation=1 to check the other episodes.

Episode #43 of 3 MINUTES BULLSHIT WITH GEORGE featured Félix Boudreau, VP of Growth & Marketing at Pok Pok. We discussed how to Promote Apps via Influencers nowadays.

Félix shares his experience as a Mobile Growth Expert in Influencer Marketing.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on Youtube Channel https://www.youtube.com/channel/UCi5bKzetDnfMmstGNDCZaVw/videos.

Or via the website https://www.3minutesbullshitwithgeorge.com/

Connect with Félix and Baz Súperapp here:

• Félix Boudreau's Linkedin https://www.linkedin.com/in/felixboudreau/

• Pok Pok https://playpokpok.com/

Timestamps:

00:00 Dance

00:14 Félix’s Introduction

00:26 Influencer Marketing for Apps

02:21 Bloopers

Transcript & Key takeaways from the episode:

Here are tips for efficient Influencer Marketing nowadays:

• Influencer marketing still works: The key is finding the right fit for your target audience.

• Targeting the right audience: For a kids' app, focus on identifying moms on platforms like Instagram and narrowing it down by specific types of moms.

• Evaluate influencer performance: Start with a few influencer collaborations to set benchmarks and understand the return on investment.

• Negotiate for better deals: Influencers are often flexible; you can negotiate for more content at a lower cost.

• Effective video strategy: Use the "Trojan Horse" method—avoid starting with the product, and instead, let the influencer engage their audience before introducing the product to maintain interest.

George: How influencers can work nowadays?

Félix: Um, so influencers, like a lot of people say that it's kind of bad, that like it's not working anymore, but actually it's just a question of finding the right fit. So basically it's looking into your audience and really narrowing down what kind of people they are. So like we are a kids app. So for us it was really finding the moms on Instagram and then even further down, finding exactly what type of mom they are and how likely they cover our current audience. And then it's really a game of finding out exactly what kind of return can expect out of them. So for that you might have to do a couple of influencer collaborations and once you have that, you have a benchmark of your return on an influencer campaign, you can then really like negotiate with influencers and find the right value. And a really good trick to do that is like, a lot of influencers will be flexible, so they, you can negotiate down and do more videos with them. They're often open to that. So, like, you can start small and kind of go from there. And a really good trick that I found is when you do an influencer video, don't start with your product at the beginning, do it a little bit later. That's like, the Trojan Horse method. So, like, otherwise people know, it's an ad and they're just gonna go off. So, like, let the influencers do their thing, start with something else, and head them with your product a little bit later.

George: So, the idea is to find the proper influencer and don't start with your product, start with something else.

Félix: Yeah. That’s very important.

George: Also scale after. So, do a very small stuff and then scale after.

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Episode #42 of 3 MINUTES BULLSHIT WITH GEORGE featured Matej Lancaric, Marketing Consultant & Founder at two & a half gamers / lancaric.me. We discussed Trends for UA Creatives.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on Youtube Channel https://www.youtube.com/channel/UCi5bKzetDnfMmstGNDCZaVw/videos.

Or via the website https://www.3minutesbullshitwithgeorge.com/

• Transcript & Key takeaways from the episode:

• Here’s an overview of key creative trends, particularly in gaming but applicable to apps as well:

  1. Altered Gameplay Scenarios

  • Creators use in-game assets to generate unique scenarios beyond the core game narrative.

  • These alternate setups captivate users by offering fresh, imaginative experiences that keep engagement high.

  2. User-Generated Content (UGC)

  • Real User Content: Content generated by actual users remains highly effective in increasing engagement.

  • AI-Generated UGC: AI-driven content can outperform traditional UGC, offering scalable, personalized, and dynamic creative elements.

  3. Humor and Narrative-Driven Creatives

  • Humor remains a powerful tool for creating relatable and memorable ads.

  • Narrative storytelling resonates deeply, providing a compelling structure that draws users into the content.

  4. Fake Ads & Storytelling Combinations

  • While fake ads (ads that don’t represent actual gameplay) are prevalent, blending them with narrative-driven storytelling enhances authenticity and user engagement.

  5. Hypercasual Mechanics Across Genres

  • Hypercasual game mechanics are being integrated into various game genres to appeal to broader audiences.

  • Simplified, easy-to-understand mechanics drive high engagement and retention rates.

  6. Attention-Grabbing Hooks

  • Hooks that capture attention within the first few seconds are essential.

  • Combining unique scenarios, humor, or surprise elements enhances click-through and retention.

  7. Combining Multiple Trends for Maximum Impact

  • The most effective creatives often blend elements from multiple trends:

  • • Strong hooks.

    • Diverse gaming genres.

    • UGC (including AI-enhanced content).

    • Narrative depth and humor.

  • This synergy creates high-performing, engaging content.

  
  

  
  

  George: A question regarding the creatives. What are the trends nowadays for creatives?

  Matej: Nothing works. Thank you very much for listening.

  George: Thank you. That was 3 minutes bullshit. Done. Hahaha

  Matej: Hahaha. I come from gaming but this can be applied to apps as well. But yeah, so in games we have different trends. It's altered gameplay, which means you have to assets from the game and then you can create different scenarios which are not directly in game and that kind of works well. Then we have UGC (user-generated content), which opts-on amazing and UGC, not only real people but also AI UGC. That works for me even better than real people. Oops. So I'm sorry, guys, that's how it is. And then we have, I usually use a humor a lot, narrative story driven creatives, and then we have a kind of fake ads. Obviously fake ads are everywhere, but you don't need to use fake and that much, but you can kind of use the story driven creatives that mentioned in narrative. Work so well. So these are like, kind of like the trends that I see and then like the ultimate trends are just also a combination of different things. We have the hypercasual games blowing up, the hypocrisal mechanics using in the games with the different genres. And then we have hooks, which are super important obviously that grabs your attention. And then the ultimate trends are the combination of different, all these like trends. So we have great hook, different gaming genres creatives, UGC, on top of it AI and then, there you go.

  George: So, works UGC, human, and storytelling, and narratives.

  Matej: Yeah, narratives as well. That works so well.

  
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