So, it's Christmas. In many ways, the magic of the holiday season is all about its predictability. Even in difficult times, we know that we will have more time to ourselves and with our friends and family (even if only virtually) to focus on what is truly important. And, predictably, the first herald of Christmas will be the world of media and marketing sprinkling snow on everything it does.
What do you do to get ready for the holidays? Perhaps by wearing new clothes, exchanging gifts, going on a trip, or even changing the way you speak. Users' behaviors vary according to the season. App stores, like any other marketplace, are subject to seasonality and its impact on user behavior. Adapting your strategy to the year's special holidays and events will boost your visibility and conversions in the app store.
There are numerous special days throughout the year, and the app store, as a dynamic marketplace, is not sensitive to all of them. Using our ASO tools
, you can easily see how top publishers prepare their apps and adapt their marketing strategies for different seasons. Then, depending on the type of app and the season, you can adjust your marketing strategy.
The popularity of keywords can fluctuate dramatically throughout the year, as with user behavior, so how can you capitalize on seasonal differences in user behavior? Integrating seasonality
into your product pages and organizing your content to match your customers' specific interests at any given time is critical.
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How can app seasonality trends be used to increase user acquisition?
1. Plan your holiday content ahead of time.
Planning ahead of time is the best way to succeed. First, get yourself a calendar. Many factors influence its final form:
● Market segmentation based on app market research
● App details - fundamental ASO
to boost app ranking and visibility on the app store
● Promotion strategies, A/B testing, data analytics, and remarketing are all team resources.
Keep all of this in mind as you plan your events. You can immediately add event ideas and approximate deadlines for your convenience. Consider the events for which you should create extra content for your app. Determine the length of time it will take to develop. It can take up to six weeks to create a new role or location.
2. Analysis of competitors
Examine your rival's previous seasonal ASO. What strategy did they opt for? How did they refresh the graphics? What stories did they cover? What seasonal keywords did they employ at the time? What effect does this have on app store rankings?
Such research can be carried out using the ASO service
, which allows you to examine any app's visual changes, ranking dynamics, and the popularity of keywords rise and fall over time.
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3. A/B testing
If you're unsure whether to update your holiday creatives, run an A/B test (or A/B/B test) on Google Play or the App Store to test your seasonal messages with smaller audiences before committing all of your brandings to holiday themes.
4. Localize your app in key markets
Localization is more than just translating your metadata. Seasonal adjustments will undoubtedly give you a competitive advantage.
Assume we have a game that is primarily marketed to the Far East; in February, China and South Korea celebrate the Lunar New Year. This is an excellent time for an app to commemorate or update its icon. Thanksgiving, St. Patrick's Day (Ireland), and Oktoberfest will be among the major events in America (Germany).
5. Refresh your icons, metadata, and In-App Events
If seasonal ASO becomes a long-term strategy rather than a one-time promotion, it will help you save resources in the future. Previous test experience and data analysis will help you generate ideas faster and convert more people.
If you don't have the resources to redesign the user interface, you can simply create holiday-themed icons. It's inexpensive and risk-free, and it helps to divert users away from "browse/explore," where they typically see only one app icon. It's ideal for those who are short on time or don't have seasonal ASO experience.
As previously stated, in-app events are excellent tools for re-engaging your existing users. For these special days, we can create challenges and live events. What's the point of having fun if no one knows about it? Don't be concerned. Users who have already downloaded our app will be able to see our event card on the listing page once it is life. Furthermore, we can always send notifications.
Related reading:Prepare Your App For Christmas: 6 Mobile App Marketing Tips For Holiday Season
6. Seasonal App Marketing Ad Concepts
Seasonal app marketing does not stop with ASO. To achieve maximum growth, we must combine our organic and paid marketing efforts.
Assume we want to optimize our Halloween ad creatives. Market research will be useful in this regard. AppAds allows you to conduct research based on your specific criteria.