Christmas, which remains the most important holiday of the year, is one of the best times to market your app. You're passing up a huge opportunity to reach audiences and increase user engagement and sales if you're not already using mobile app Christmas marketing. With the right Christmas mobile marketing strategies in place, you'll be able to connect with audiences of all types this holiday season.
The following are some mobile app marketing strategies for Christmas that are worth trying to help guide your strategies.
1. Start your Christmas plan early
You must plan your Christmas mobile marketing strategies in early December to achieve the best results. The sooner you start planning your campaigns, the more you will be able to optimize them before launching them.
2. Stress-test your app
Is your app battle-tested and ready for the expected surge in traffic and sales during the holiday season? Performance, load, and stress testing must be completed before the pre-Christmas rush to ensure that your app can handle heavy traffic and spikes in usage. As a general rule, you should be able to handle traffic and process transactions at ten times your normal volume with no noticeable impact on end-user performance.
If you haven't already, contact your app agency and ask them to set up additional testing for the following:
● Functionality - do all features perform well under high-traffic conditions?
● Compatibility - Is the transaction flow from one device to another smooth?
● Simpleness - How simple is the checkout process?
You should also ensure that your smart app banner works in times of high traffic so that you can redirect mobile website users to your app.
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3. Keywords and copy
Adding keywords like "Christmas," "Black Friday," "gifts," and so on to your metadata can be especially effective for shopping apps during the holiday season. However, unless your app is specifically focused on holidays such as "Christmas" or "Black Friday," targeting keywords such as "holiday", "Christmas", or "Santa" is unlikely to work well for your app.
For example, if you searched the app store for "Christmas music" in December 2020, mainstream music apps were not at the top of the rankings. Despite promoting holiday-themed music to their customers in their app listings, their overall category positioning prevented them from putting too much emphasis on a specific holiday in their app metadata without losing their foundational market position.
In such cases, adding holiday content to your app's key copy slots (title, keyword list, etc.) would be pointless; instead, update your screenshots and creatives with holiday-themed content, and highlight holiday offers in your promotional text or short description field, as both can be updated without significantly affecting your overall ASO strategy.
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4. Refresh Your Creative Assets and Metadata
It's time to put your ideas into action now that you know what season or event you're marketing and who you're marketing to. Seasonal marketing can be accomplished using the app's creative assets, such as icons, screenshots, and feature graphics.
It is also possible to do so via the app's metadata, such as the short description, what's a new section, or promotional text. Including seasonal marketing in your metadata can also help you rank higher for specific keywords.
Related reading:Seasonal ASO Guide: Prepare For Your Chrismas Marketing Strategy
5. Make Appealing Push Notifications
Christmas-themed push notifications must be sent throughout December, if not earlier. Push notifications can remind users about Christmas promotions and discounts and remind them that time is running out. You can also invite people to return to your app to complete a purchase if they added items to their cart and then abandoned them.
Personalization is important when it comes to push notifications, as it can increase open rates by up to 9% or more. For example, you could send push notifications to users with personalized offers based on their interests or order history. This gives users the impression that you are speaking directly to them.
6. Create a Sense of Urgency
Creating a fear of missing out (FOMO) if people don't engage with you is one of the most effective ways to connect with audiences around Christmas and the rest of the holiday season.
There are numerous ways to use FOMO to attract users and increase engagement and sales. You can, for example, send emails to audiences about advertising promotions or sales available through your app. To increase app downloads and installs, you can also offer limited-time discounts to first-time users. You can also send push notifications informing users that they have a limited time to take advantage of certain offers.
These and other steps will help bring new and existing users to your app during Christmas.
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Which apps get the most downloads from end-of-year seasonality?
Health & Fitness Apps
The end of the year is also a popular time to make New Year's resolutions. Most people concentrate on resolutions that will help them live a healthier lifestyle, such as:
● Increase your physical activity
● Reduce your weight
● Every day, meditate
● Quit smoking
What better way to keep resolutions than downloading an app that tracks goal progress? This is why December and January are the busiest for health and fitness apps.
Shopping Apps
Shopping apps, as expected, perform best at the end of the year. We can specifically identify two download spikes for these apps:
● The first surge in downloads occurs in November, between the middle and end of the month. People tend to download more and more shopping apps as Black Friday approaches. The trend continues with Cyber Monday before gradually fading in December.
● The second (smaller) wave is associated with the Christmas season and winter holidays. It typically begins around mid-December and lasts until mid-January, with a strong peak in downloads on December 26th.
Music & Education Apps
Another popular New Year's resolution is learning a new skill, such as a new language or a musical instrument. Let's see if this trend is reflected in the seasonality of the Music and Education categories.
The month of January is unquestionably the best for the Music category. However, we see a significant increase in downloads on Christmas Day, which could be attributed to two factors:
● For Christmas, people receive new devices such as phones, tablets, and speakers. Streaming music apps such as Spotify, Deezer, Soundcloud, YouTube Music, or Sonos are likely to be among the first apps they download.
● For Christmas, people get new musical instruments. This would increase demand for music learning apps like Yousician, Simply Piano, and Ultimate Guitar, as well as guitar tuners and other musician tools.
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