Why #deleteUBER means very little for Uber
Oh… #deleteUBER…. did it really affect Uber soooo bad?
So after after the massive storm of news, articles, hashtags, tweet and hate… I haven’t seen the CEO quitting, UBER asking for a bailout, or TV ads asking for forgiveness .
So.. .before you start posting hate comments about how POWERFUL Social media REALLY is, let me try to reveal some interesting points of why Uber… still is is SUPER UBER regardless how much social media warriors scream on Twitter or rant #DELETEUBER!!!
To start let me point that Uber it’s an App Monster, and if you have seen any Monster movies (Godzilla, Jurassic Park, Alien), taking down a Monster is NOT EASY… and usually every time we believe we are “good enough” to destroy the monster, we quickly discover that our powers are usually limited vs the size and enormity of the Monster.
And to understand let see exactly what #deleteuber has achieved.
To start clearly Uber lost users… but how many?
It seems that the buzz was louder than the consequence.
Because only 200.000 users have deleted Uber and considering that #deleteuber has been one the biggest trends AGAINST any app company in history, 200.000 users is NOTHING….
I find it interesting to witness that the consequence of such a huge backlash has been only 0.5% of their total users (considering the stats that Uber has 40 million users last October )
Looking at their ASO — RANKING
We all know that Bad reviews affect apps ranking.. but what about when you get flooded with bad reviews over and over… will that affect your ranking?
With Uber…. the answer is Yes and No. (or at least not a lot)
Let’s have a look
Ranking for “Taxi”, dropped… but didn’t sink 100% and it will be recovered in the next update with a 99% certainly…
Ranking for “find taxi” — had a big drop for sure… but started to recover in the last few days…
But overall when looking at their global rankings for keywords (and I analyzed over 50 long tails keywords) , considering that Uber lost 200.000 users and had an insane amount of bad reviews… Uber still a monster and for sure in a few weeks everything will be back to normal
Example: In their Travel Category ranking — nothing has changed. Literally NOTHING
and in their Overall Ranking…. very little compared to how things used to be BEFORE the backlash.
As you can see the “drop” in rankings is lower than expect.
Shall Uber be worried?
Clearly. Any bad press is NEVER good press… but to believe social media can destroy one of the “App Giants” in the app store is simply crazy.
In reality … in a few months, many of those users that had a tantrum with Uber will go back quietly eating their Social Warrior Egos…
And before you ask, let’s talk about the Golden App, the one that all those 200.000 users are suppose to use now: Lyft
If Uber went down the cliff , we should expect to see Lyft climbing high . Right? Well, not really
Their increase in ranking has been very low, considering that their main competitor is trending for #deleteUber and #UBERisDeath.
So as you can see Uber doesn’t go Down and Lyft doesn’t even take it’s place. Everything remains the same.
Social medias dramas always happen… and in many cases if you are a small fish in a big pond, Social Media can destroy you… but the media and the social warriors need to understand the power of REAL apps = Billion dollar companies.
Yes, sorry Hashtag Soldiers… UBER is going nowhere and their growth will NOT be stopped by #hashtags or Social Media tantrums.
In fact the #deleteUber trend is dying FASTER than any other internet trend or Twitter Buyout rumour. Another fade… and it will go away as fast as everything goes away on Social media. In 1 month it will be history.
It’s even starting to fade after just 10 days…
So Let’s be realistic
From the 200.000 users that deleted the app, many of those users where in fact not active and the company keeps growing daily worldwide and although Social media needs to taken serious, the damage wasn’t so big as the drama of each Tweet .
Although Social media can affect revenue… in the way #deleteuber was done it was never going to really affect long term revenue, ranking or market position of Uber.
As an App Marketing guy, as an ASOprofessional, I’m not surprised that Uber App Store Optimization and keyword rankings hasn’t been destroyed by the bad reviews and massive number of Uninstalls (you can check it yourself in any ASO Tool — I used ASODesk in this case)
As far as I can see, Uber enjoys a healthy Authority and Ranking DNA that makes Uber “safe” from any Algorithm manipulation or backlash from social media.
So you can hate it, you can leave 1 start, you can un-install… but you are not going to affect Uber anytime soon.
HashTags will never take Huge Brand: Sorry Social Warriors.
Whatever Meryl Streep thinks or Lady Gaga screams in a concert, the power of Social media is not yet linked 100% with purchase power, specially in the “negative side” of the coin.
All those “Monsters” that had suffer Social Media attacks are still up and strong as always, from McDonalds, to Nike, to Nestle… Social media tantrums don’t last because they are usually unorganize.
I believe that anytime we believe we have the capacity to “take down” a brand… we seem to be reminded in a few months how little control we have for what the market needs and wants… even if your “status” page claims one thing, what we do with our phones is 100% different.
- I do not have any political affiliation with Left, Right — This article is written for the App Industry and is not a reflection of any political position…