Insightrackr has released the Top Short Drama and AI Apps by Downloads for August 2024, based on data monitored from global mobile market.
The list is divided into two categories: Top 15 Short Drama Apps and Top 15 AI Apps. The report also dissects the advertising strategies and creative tactics behind the popular cases of the month.
Top 15 Short Drama Apps
In August, Chinese short drama apps continued to lead the market. The top four apps, Drama Box, ShortMax, ReelShort, and FlexTV, maintained their download rankings with no changes. Notably, the last three saw a consistent increase in downloads month-over-month.
Significant growth was observed in the middle and lower sections of the list. Drama Fever, which launched at the end of July, experienced a surge in August, with a download increase of over 4000%, propelling it to 15th place in the download rankings.
Another app, My Drama, also showed impressive performance in August, with a download increase of more than 400%, jumping 10 spots in the rankings.
01 My Drama
My Drama, developed by Holy Water Limited, entered the download rankings at 6th place. The app was released on Google Play in April and on Apple App Store in June. Since then, its ad creatives have been steadily increasing, particularly from late July to early August, where it saw a significant rise in ad creatives, which has been sustained at a high level.
During the same period, My Drama's downloads skyrocketed, maintaining over 20,000 daily downloads in the middle and late parts of August.
My Drama featured a number of localized European and American dramas, enhancing picture quality and focusing on themes favored by Western audiences, such as mafia boss and wolfwere ABO.
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Insightrackr observed that My Drama's new content frequency might be lower than that of the top-tier apps, with most creatives sourced from a few series like Love Captive to the Mafia Boss, Alpha King's Hated Princess, The Shy Beauty and Billionaire Beast, and Alpha Mate Who Cried Wolf.
02 Drama Fever
Drama Fever, launched at the end of July, saw significant fluctuations in both advertising creatives and app downloads in August.
The app experienced two major waves of new ad creatives, with download peaks in the middle of the month, reaching nearly 6,000 daily downloads, before gradually declining.
These trends indicate that Drama Fever is still in the testing phase, with unstable new creative release frequency and conversion effects, thus failing to establish a steady growth pattern.
In terms of creative content, Drama Fever primarily promotes translated Chinese dramas, with a small portion of Indonesian local series. The corresponding ad copies are around half in English, 30% in Traditional Chinese, and nearly 15% in Indonesian.
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Insightrackr previously mentioned that the competition among short drama apps for unexploited tier 2 & 3 markets will become increasingly fierce. Drama Fever's advertising focus on Traditional Chinese and Indonesian markets once again confirms this viewpoint.
Top 15 AI App Downloads
In the Top 15 AI Apps by Downloads for August, the top six apps, including Canva, Microsoft Edge, and Adobe Express, maintained their rankings without changes. Except for Picsart, which saw a 17.58% increase in downloads, the rest of the apps experienced minimal fluctuations, demonstrating remarkable stability.
Out of the 15 apps on the list, 10 involve image or video editing, indicating the intense competition in the AI image processing sector.
The top three apps with the highest month-over-month download growth are Genius by Vietnamese developer Apero, an AI photo editing product, Cici by ByteDance, an AI conversation product, and AI Chatbot - Nova by Turkish developer ScaleUp, an AI conversation product.
01 AI Chatbot - Nova
Insightrackr data shows that AI Chatbot - Nova's ad creatives has been slowly increasing with fluctuations, and the app's downloads have also grown. The main driver of this growth comes from Latin American markets such as Brazil and Mexico.
In terms of creative content, AI Chatbot - Nova does not shy away from its resemblance to ChatGPT, even actively comparing itself and implying that it is smarter and more economical.
On the other hand, ScaleUp, the publisher, is well-versed in social media marketing, creating videos with plots like "Former Apple employee reveals secret apps," which piques viewers' curiosity.
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ScaleUp also uses creative strategies such as incorporating popular memes at the beginning of videos to attract attention.
02 Cici
Cici, an AI chat app from ByteDance's AI innovation department, saw an increase in both ad creatives and app downloads in August.
Insightrackr's data shows that Cici focused on the Philippine market in August, with over half of its ad creatives targeting the country, resulting in a download increase of over 260%.
In terms of creative content, Cici released numerous real-person testimonial videos featuring Southeast Asian actors, set in very specific daily life scenarios, such as helping college students with their studies, improving work efficiency, and providing emotional value for lonely individuals.
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The use of real people and relatable scenarios in the videos can intuitively demonstrate the problem-solving capabilities of AI apps, reducing the audience's understanding threshold and increasing the efficiency of recommendation.
At the same time, real-person endorsements enhance the credibility of the videos, potentially evoking emotional resonance.
03 Genius: AI Art Photo Editor
Genius, an AI photo editing app by Vietnamese developer Apero, experienced a significant drop in ad creatives in late July, followed by a gradual recovery in August, indicating a strategic adjustment in advertising.
According to Insightrackr's data, although India has always been the primary target market for Genius, the proportion of Hindi copies in the ads dropped from nearly 60% in the second half of July, to just over 15% in August, with English copies taking up more than 70%.
This suggests that the strategy adjustment may have focused on language and demographic targeting.
On the other hand, Genius's downloads have been steadily climbing since mid-August, fluctuating around 160,000 daily downloads in the latter half of the month.
Like most image processing apps, Genius highlights its powerful photo editing capabilities in its ad creative through before-and-after comparisons and one-click face swaps.
That's all for August 2024 Top Short Drama & AI Apps by Downloads
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