Paste Keyboard, an app that does pretty much what's on the tin, jumped to the top of the App Store this week. What's an unrecognized niche app doing at the top of the App Store, you ask?
TikTok.
Another week, another TikTok success story. Almost.
Paste Keyboard isn't advertising on TikTok. It actually hasn't even been updated in a while. Its success is due to kids being kids and needing a faster way to spam their friends, something a tool like Paste Keyboard is very good at.
Downloads started climbing last Friday, peaking at 187K on Monday with a similar haul on Sunday. Between Friday and Wednesday, Paste Keyboards was downloaded by 854K iPhone holders (the app is iOS only from what I could tell), and as of today (Friday) is holding on to the #4 spot overall in the US App Store, above TikTok.
What's going on??? TikTok has amassed a huge active userbase that's less serious and more casual (aka. kids) which means what happens in TikTok land will have an impact and may not make sense in traditional marketing terms.
I'm starting to feel like a broken record, but I must repeat this: if you're an app developer, you should be learning more about TikTok.
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Every year, one app quietly takes over the App Store charts for a few days. It's not a game, not a social network, and not AI. Here's what's behind the spike.