Education is popular. Anatomy, physics, chemistry, astronomy and art applications have won design and interface awards and have been downloaded by hundreds of thousands of users. Online courses ranging from learning a foreign language to medicine are now available for children and adults. Self-education has never been easier than it is today, both for personal and academic education. 

The pace of modern life dictates its regularity, and our only free time is usually spent driving or commuting, making smartphones the most affordable way to access new information quickly and easily. If you don't give up and try to devote every minute to self-development, then your choice is to use mobile apps for training.

That's why more and more people are using educational apps, regardless of age or professional background. This means that by creating educational apps, you can provide specific value to consumers and businesses, resulting in a popular and profitable product.

E-learning market research and statistics

The first online education programs began to emerge in the 1990s with the widespread use of the Internet, but it was about a decade ago that the impact of online learning on education really began to emerge as technology developed further, making it available to a wider audience. The positive growth of the market and the significant increase in demand for online education has now led to an audience of millions of users for online learning programs. Education is the third most popular category on the App Store, behind games and commerce, and e-learning is even higher on Google Play. Although the percentage of the category is similar on both platforms, accounting for almost 9% of the total.

Market research firm Technavio recently released its latest study on the education app market for 2020-2024, which is expected to expand by $46.9 billion, growing at a compound annual growth rate of about 26 percent.

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What types of e-learning apps are needed

There are two main types of educational apps: student apps and teacher apps.

The most common types of e-learning applications for students include

• Apps for specific purposes - any app that allows you to gain new skills from learning Swedish to playing the guitar.
• Apps for kids - from learning colors, shapes, and nursery rhymes for toddlers to learning math and geography for schoolchildren. The demand for such apps in every generation is staggering.
• Apps for exams - great for college students to keep their grades up and pass exams.
• Apps that contain educational information - popular among professionals, for example, apps that provide educational information for doctors and medical interns.

Teachers need the following types of apps.

• Apps for planning - these can save teachers time by making it easier for them to keep track of previous classes and schedule the next one.
• Scheduling apps - It is important for educators to organize their time efficiently to make the most of every minute of their day.
• Grading apps - Such apps have useful features such as reports, grade calculations, notifications, etc.

Reach your audience through different ways

Win searching traffic on app markets with app store optimization(ASO)

There are two main types of top-ranking apps: learning foreign languages and educational games and apps for children. Together, they make up 54% of the top 50 revenue-generating apps. We will take language learning genres as an example to show how to use proper ASO strategy to increase your app visibility in app stores.

Duolingo is still the most popular language learning application. But competitors Babbel and Rosetta Stone have seen a spike in downloads and category rankings, ranking in the top 30 in both stores. Babbel" is experiencing tremendous growth, and "Babbel" is growing faster than any other brand name in terms of search behavior.

Searches for general terms such as "learn a new language" or "free language learning" have more than doubled in the past month. When we dive into specific language topics, we find that people seem to be most interested in learning Spanish, but Korean and Italian are also growing in popularity.

Duolingo vs Babbel visibility localization 

These top language learning apps have high visibility. How do they do it? Let's compare Duolingo and Babbel to see what their visibility strategies are and how they use App Store Optimization localization to their advantage.

Babbel typically has fewer users, but in countries with low app visibility scores, Babbel has the upper hand. This suggests that Babbel is targeting countries where Duolingo is not as visible. If you are an up-and-coming app, or if you want to expand your audience, this could be a good strategy. You can examine the weaknesses in your competitors' localization strategies to target these areas.

Rosetta Stone is another name in the language learning application space that should not be overlooked in our analysis.

Babel vs Rosetta Stone visibility map

If we were to compare Duolingo to these two on the map, Rosetta Stone would not appear at all. However, as we have seen, Rosetta Stone is the closest competitor to Duolingo in many countries, and Rosetta Stone does have the upper hand over Babbel in some countries, but it can't beat Duolingo anywhere in the world.

How to increase app visibility

The app store keywords for apps here include their brand names, some branded keywords, but mostly what we call generic keywords. These are keywords that apply directly to the use of the app. For example, language learning is a generic keyword.

This approach works well for Duolingo because it is already considered one of the most relevant or related apps to these keywords. Smaller and newer applications may have a harder time appearing in these categories because the category is already saturated. However, it's still a good idea to include relevant, generic keywords in the title and metadata. This will show the Apple Store the people your app should target. 

Duolingo takes advantage of this. It added a "Language Learning" tag to the end of their titles in App Store and Google Play. This allows them to use both their popular branded keywords and generic keywords.

• Search traffic for popular apps in the "Education" category is primarily related to branded searches, i.e. searches by name.
• Nevertheless, there are other searches that can provide you with a large number of installs. Getting to the top becomes an easy goal.
• All of the top 5 apps and most of the top 50 use a subscription model for monetization. tinder and a few other examples show that it is the primary monetization model - not only for media, but also for other apps (except maybe games).

Build connections on social media

There are now approximately 3.2 billion social media users worldwide, slightly more than 42%. The most popular social media platforms for Millennials are Facebook, Twitter, Instagram and Reddit, followed by Generation Z, Generation X and Baby Boomers.

As social media platforms have gotten better over the years, they now offer a range of different approaches that can be used for higher education marketing. No matter which social media platform you choose, the goal should always remain the same: to create a meaningful connection with your target audience by producing compelling content.

Create a persona to represent your target audience when using social media marketing (SMM). In addition to age, gender, education, goals, challenges and key values, marketing personas must also include the demographics of your target market. Be sure to keep your social media personas in mind when deciding what content to create, but don't be afraid to experiment.

The more people you have following you on social media, the more likely a piece of content will reach millions of people at a time. This is true even if you have a much smaller number of followers. When you use SMM for school marketing, you can see exactly who is sharing your content, which is useful for optimizing your outreach.

For advertising reasons, you should build a comprehensive approach to your app before you publicly launch it. On social media platforms, you can promote your app in a variety of ways and offer users various offers, such as free trial periods or exclusive behind-the-scenes sneak peeks and other similar marketing tactics.

Encourage students to comment online

At this point, it is a well-known fact that 90% of consumers read online reviews before visiting a business or spending money. Therefore, online reviews should be an integral part of any higher education marketing strategy.

Making the review process as easy as possible is the best way to encourage students to leave online reviews. The best way to make it fun is to make it an adventure! By using a star rating system with the option of verbal feedback, you don't have to force students to fill out a lot of forms.

Don't hesitate to respond to online comments as soon as you receive them. Avoid being dismissive, and don't ignore negative comments. The negative reviews you receive are your opportunity to show potential customers how you handle the worst-case scenario.

If you don't receive as many reviews as possible, you can always offer discounts, gift cards, reward points and other incentives to encourage the review process. When soliciting reviews, it is sufficient to contact individuals politely via email or other means.

Market through video clips

Developers should consider creating explainer videos rather than writing content or using images when marketing their products. Introduce your educational app in a short promotional video. Place it on platforms such as Youtube, as this is a great way to promote your educational app.

Since educational videos are one of the most popular types of video content, education marketing professionals rarely have to look for content ideas. They can upload their videos to popular video sharing platforms such as YouTube and turn their existing products into interesting videos.

Video content can take many forms, such as explainer videos, demo videos, branding videos, expert interviews, educational resources, tutorials, customer testimonials, live videos, or virtual reality videos.

You need to look at metrics such as watch time, average watch time, completion percentage, viewer retention, re-watch, click-through rate, engagement, subscriber growth, and peak live viewership to understand the type of video content to be produced.