Given the amount of stress we face at work and in our personal lives daily, meditation, yoga, and adequate sleep have become an unavoidable part of everyone's lives to maintain good health. The pandemic outbreak has undoubtedly added to the stress we are experiencing.

With all of this in mind, it's no surprise that the demand for meditation and mindfulness apps is increasing year after year. These apps make it simple for users to enter a meditative state and relax their minds. A few meditation apps use gamification to attract users and distract them from self-destructive thoughts.

The growing popularity of meditation apps is also attracting an increasing number of businesses to enter the industry and earn a good living. According to our 2023 forecast of the mobile market, meditation apps will become a new trend of this year. 

In this blog, we will show you how to grow your Meditation app and discover industry giant Calm's marketing strategy. But first, let's get to know some statistics.



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2022 Meditation App Market Statistics

1. Searches for yoga and meditation apps increased by 65% year on year.

People are realizing that they don't have to sell their Ferrari, become a monk, and live in the Himalayas to live a stress-free life. They can experience inner calm and peace by using a meditation app for a few minutes.

This has increased not only the number of talks in the academic and media worlds but also the number of online searches for yoga and meditation apps.

The number of searches for yoga and meditation apps such as 'yoga for beginners app' and mindfulness apps' increased by 65% between 2019 and 2020, according to Google.

2. In 2019, 52 million users downloaded the top ten meditation apps.

Meditation mobile applications are used for a variety of reasons, including reducing anxiety, relieving stress, improving concentration, and increasing energy. As a result, 52 million meditation mobile app downloads were recorded in 2019, according to mental health app statistics.



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3. Revenue from meditation apps is expected to reach US $6,717.18 million by 2026.

With the rise of mental health and meditation apps, revenue is expected to grow at a 13.35% annual rate (CAGR 2022-2026), resulting in a market volume of US $6,717.18m by 2026. ARPU (average revenue per user) is expected to reach $21.07.

This not only shows that users like the idea of using smartphones to reduce anxiety, but it also encourages entrepreneurs to partner with a reputable wellness app development company to enter the space and take a larger share.

App story

If you work in the mobile app space, you've probably heard about Calm's meteoric rise and how it became a Unicorn Startup in recent years. They are the #1 Meditation App in the World, and they continue to provide more to their users daily.



Alex Tew and Michael Acton Smith founded Calm in 2012. They went from startup to a $1 billion valuation in 7 years. Perhaps best known as the World's First Mental Health Unicorn. And for their distinct marketing approach, which has resulted in consistent growth.

App Marketing Strategy

Paid advertising is not their only marketing tool; they also do a variety of other things quite well. However, this contributes significantly to their success.

They are extremely knowledgeable about their target market, which allows them to be specific about every detail of their communication.

User Acquisition

They are currently one of the most prominent advertisers in the Mobile App Space. In fact, they are the top iOS app in their industry. This isn't surprising given that they earned $6 million from iOS alone in January 2020.

But their Android market only accounts for $1 million of their profit (from mobile), which is a small percentage of their iOS revenue. This simply means that they determined that their conversion rates are significantly higher on iOS than on Android.

Their target customers are more likely to use iOS devices, and they are more eager to buy than Android guys.

For the sake of simplicity, we'll use iOS as an example from now on, as this platform has more robust numbers.

Obviously, Facebook is the most powerful tool in their paid traffic arsenal. Last year, they accounted for more than 80% of their advertising budget. Some of the largest mobile ad networks shared a portion of their budget.

According to MobileAction, over 300 creatives have been running in the last 30 days. We counted at least 15 distinct creative concepts centered on new user acquisition. The majority of their acquisition campaigns promote Sleep Stories, with less emphasis on the meditation component.

In-app optimization

When you first open the app, the first screen says "take a deep breath," and there's nothing else on the screen. Every time you open the app, this is the first screen you see.

This simple message allows you to slow down, take a breather, and ease into the tranquillity provided by the app. It feels like a mental reminder that it's me-time, that it's time to let go of everything else.

The background also has the gradient color that they always use — it's even part of their logo. For app marketers, app page optimization can be also an important part. We noticed that a lot of their creatives are purple or have purple-ish colors.

We discovered that it "can have calming effects on the mind and nerves, it can be uplifting, and it can trigger creativity." You see, all the little things matter; don't ignore them.

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The habit of Calm

This screen appears after you have completed a session or two. It allows you to set a reminder to incorporate mindful habits into your daily life. And this is a reminder to use Calm daily.

Isn't that a great combination? I'm sure this tiny tool significantly improves their retention rates.

Daily Calm is another thing that has a significant impact on their retention rates.

Every day, they offer a new session that is unique to that day. As far as I can tell, it is only available for 7 days. By creating new content every day, there are more reasons to return and listen to brand-new sessions every day.

Conclusion

If you are a competitor of Calm, you most likely have marketing plans in place. However, I hope this article has taught you something about where they are strong and where they may be weak.

If you are in another market, you should consider how to apply these working strategies to YOUR app and YOUR market.

Many people believe that their app is unique and that they require marketing strategies that have never been used before. No App is that unique. These strategies apply to all App markets.