When I started Appency four years ago, we were truly breaking ground as the first full service marketing agency dedicated to app developers. As the market exploded, it is no surprise that many more agencies and marketing services have sprung up to help app developers compete in this highly competitive marketplace. Many of our competitors like Appular are great agencies in their own right, and while we are competitors we all know there is plenty of work to go around and many of us even refer business to each other when our plates are full.
The explosion of the market however has had a dark side. Unscrupulous “marketers” (and I use the word loosely) have seized on developers desperate to be competitive or that do not know better (being a good developer is a very different skill set than being a good marketer) and have not only put black hat tactics into the market place (remember Gtekna?) but are often simply deceptive to their potential clients.
Today a member of my account team was emailed by a site called “iGiveaway.us”. We are often approached by other app marketing tools to use their services for our clients. I try to review each potential partner as a way to see if it could be beneficial to help our developers succeed. I went to their site and red flags immediately started showing up. The first was the “package” approach. Purchase package A, B, C, D, and we will do X, Y and Z. I’m sure you have seen these yourself. There are a million types of apps out there in the app store – and each succeeds with different tactics. An in the box approach to app marketing will NEVER work. Still, while inefficient, there is nothing unethical about generic marketing.
That’s where things start to get sketchy. The site starts talking about their Twitter reach like this:
“Every tweet to our network of more than 600,000 followers earns you at least 3,000 retweets; our tweets convert into retweets at a rate of 3-5%. That’s because we’ve got one of the most active networks of retweeters anywhere on Twitter, so your tweet goes viral right away. We can also reach out to our press and media contacts, with branded press releases, and conduct other reputation management efforts. Each retweet reaches an average of 1,000 more people. That’s 6,000,000 more eyes (everyone has two, of course.) on your product. A total of 3,000,000 individuals will see your product sponsorship tweet.”
Wow… that sound impressive right? 3 MILLION individuals will see your product sponsorship tweet! Time to sit back and watch those Apple checks role in.
So while I’m sure they have more than one Twitter account than their @iGiveaway Twitter account which is how they come up with 600,000 followers, its the only one they show off so I went and took a look at their Twitter account. About 125,000 followers on that one – not a bad showing at all for a Twitter account. I wouldn’t mind tweeting to 125k people about my app.
The thing is… there are these great little tools that can check how real your followers are. I happen to like http://fakers.statuspeople.com/ – it allows you to run a check on an account to see how many people on an account are inactive, or simply fake. A quick check of @iGiveaway gives some revealing results:
Percent of Fake Accounts: 75%
Percent of Inactive Accounts: 19%
Percent of Real Accounts: 6%
6%… yup. Out of 125,000 people, it looks like around 7,500 of them might be real.
Now – we all end up with fake followers if we have any sort of auto follow back on, but 75%? @Appency shows up at 2%, while my personal twitter @AppGuyAaron shows up at 3%. Yet people like this claim that you will be seen by millions of new potential users, and charge you good money for it. Frankly, it disgusts me.
They say be careful what you wish for. Well… be careful what you pay for.
Let me know in the comments: Are there any other black hat app services you have seen in the market that deserve public shaming? Let us know!
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