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May 17 2022
How do you prepare for the holidays? Maybe by putting on new clothes, exchanging gifts, taking a trip, or even adjusting the way you speak. In different seasons, users have different behaviors. Like any marketplace, app stores are subject to seasonality and its impact on user behavior. Adapting your strategy to the special holidays and events of the year will increase your visibility as well as conversions in the app store.
For example, customers may care more about deals and discounts during holidays like Black Friday and Christmas, making these events a prime opportunity for shopping apps to promote their holiday deals. Likewise, clients may be more concerned about staying in shape, losing weight, or hiring a coach in the weeks around the New Year due to New Year's resolutions. As summer approaches, these same travel apps may see organic interest in their offerings in late spring.
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There are many special days throughout the year, and the app store, as a dynamic marketplace, is not very sensitive to all special days. So if you take advantage of our ASO tools, it's easy to see how top publishers are preparing their apps and adapting their marketing strategies for different seasons. Then, you can adjust your own marketing strategy based on the type of your app and the corresponding season.
The popularity of keywords can change dramatically over the course of the year, and so does user behavior, so how can you benefit from unique user behavior in different seasons? Central to incorporating seasonality into your product pages and organize your content to match your customers’ specific interests at any given time.
The best way to succeed is to plan ahead. Get yourself a calendar first. Its final form depends on many factors:
Targeted market based on app market research
App details - basic ASO to drive app ranking and visibility on app store
Keep all of this in mind as you prepare your event calendar. For your convenience, you can add event ideas and approximate deadlines right away. Think about the events you should create extra content for your app. Calculate how long it will take to develop. If you create a new role or location, it can take up to six weeks.
If your team is small, it's best to choose to focus on larger events. Let's say New Years and Halloween are very important for mobile games. They usually need to prepare special event content: new levels, quests, characters.
A few examples: Subway Surfers, Fruit Ninja, Angry Birds, Temple Run, Hidden City, My Talking Tom, Draw Climber. Almost all top games leverage seasonality. Indie teams should embrace it too.
For sports applications, events like the FIFA World Cup and the Olympics will be crucial. Black Friday and Christmas are an opportunity for shopping apps to adjust their strategies. For apps in the education category, the best month is September, and beyond that, January 1st is followed by a second wave of downloads, probably due to New Year’s resolutions.
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The performance of keywords will change with the user's search preferences. A low key keyword will peak at the right time and give you productive users. But you can’t be successful in seasonal marketing if you don’t understand how that keyword is performing in which season.
For example, for Valentine's Day, love might be the first keyword that comes to your mind. However, as our keyword trends feature shows, its search score stayed the same throughout the year. On the other hand, Valentine's Day's search score soared from 5 to 53 as Valentine's Day approached. 
This is an important opportunity because you can easily rank in the top ten for a very popular keyword. As you can see above, Valentine's Day typically has a search score of 5. Due to the low search score, apps won't target it unless they were created specifically for Valentine's Day. That said, there isn't much competition for the top ranks.
The chance score represents the probability of any app being ranked in the top ten. This means that with the right keywords in the right season, you have a good chance of boosting your app rankings.
Analyze your competitor's previous seasonal ASO. What strategy did they choose? How did they update the graphics? What news events did they cover? What seasonal keywords did they use during that time? How does all this affect app store rankings?
Such research can be done in the ASO service, where you can study any app's visual changes, ranking dynamics, and watch the popularity of keywords rise and fall over time.
If seasonal ASO is not a one-time promotion, but becomes a long-term strategy, it will help you save resources in the future. Previous test experience and analysis of results will help you generate ideas faster and create more conversion. You can start small.
If you don't have the resources to change the UI, you can simply make holiday-related icons. It's cheap and risk-free, and it helps attract users from "browse/explore", where users typically see only one app icon. It's perfect for those who are pressed for time or lack seasonal ASO experience.
You can announce special offers and optimize all your ideas to boost them. Add at least one holiday screenshot to the top of your screenshot gallery. This is a common practice in shopping apps. In terms of development, it requires minimal effort.
You can develop holiday content and update app icons and screenshots. This will take longer, and the marketing campaign should support the update. If you are doing this for the first time, the results are hard to predict.
In the app store ranking algorithm we have learned, the metadata optimization of the app's product page and the amount of app downloads will directly affect the app's ranking, thereby boosting the app's visibility and increasing the app's organic traffic acquisition.
Positive app review content and high-quality app ratings(4~5 ratings) make positive contributions to app traffic conversion, drive app downloads, and allow app growth to enter a positive loop.
* Effective strategies about the app ranking solutions you can ask our ASO experts for free, or you can have a try about our app promotion service to drive your app discoverable easily, including ASO optimization service for metadata optimization solution, or guaranteed app ranking service which to boost your app to TOP on app store and guaranteed the top position for a long period.
If you're not sure whether to update your creatives for the holiday season, 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 without submitting all of your branding to holiday themes.
Localization goes beyond simply translating your metadata. Seasonal adjustment will definitely give you an edge over your competitors.
Let's say we have a game marketed primarily to the Far East, usually in February, China and South Korea celebrate the Lunar New Year. This is an appropriate time for an app to celebrate or update its icon.Thanksgiving will be one of the big events in America, St.Patrick's Day (Ireland) and Oktoberfest (Germany).
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