Not everybody celebrates Christmas however the app world positive does! With the vacation season in full swing, builders are launching their Christmas inventive belongings! How will you make your ASO creatives or your UA marketing campaign extra festive? Is it actually related to your viewers? Let’s discover out!
It’s starting to look lots like seasonality
Seasonality is adapting your advertising and marketing supplies to seasonal occasions. It goes for each visible belongings and search optimization.
Throughout sure occasions, customers will modify their search strategies, generally on the lookout for particular key phrases (throughout Black Friday customers will search for promotions, for instance, Halloween could cause them to search for a extra spooky ambiance of their video games, and many others.).
Seasonality is a good device to leverage in your advertising and marketing. Not solely it could drive consideration to your product (each with visible belongings and key phrase optimization). But additionally having seasonalized belongings can increase conversion charges by as much as 20%.
Making the most of seasonal wants will enable you to stand out within the shops. Even higher, for many occasions related to seasonalization, individuals connect optimistic feelings to those occasions. Because of this a reminder of those occasions will carry a optimistic response from customers. Optimistic feelings are nice drivers for downloads and optimistic model recall will drive long run customers (or carry churned customers again).
Christmas is a big occasion in some international locations with some very recognizable belongings and lore. Each individual that celebrates Christmas is conscious of Santa Claus, his elves and reindeers, for instance. Which makes it an easy occasion to seasonalize for.
Furthermore, seasonal belongings present customers that your app has been up to date just lately (and is being stored updated regularly), which is all the time signal for long-term customers.
You can even appeal churned customers, by exhibiting them your app’s new content material. For cell video games, you’ll be able to take seasonalization one step additional and implement in-game occasions on the subject, it’s an effective way to maintain gamers engaged.
Each the App Retailer and the Play Retailer additionally normally promote apps and video games relying on seasons and occasions. It’d offer you a lift to play up your seasonality to get featured. A function on Apple or Google’s lists is a visibility increase that may skyrocket your conversions.
Begin with a festive icon
The best visible asset to seasonalize is the icon. Even with little house, you’ll be able to have a seasonalized icon that can make a distinction. The icons are one of many first visible belongings that customers will encounter. A seasonalized icon in Search outcomes would possibly simply be the factor that makes them click on in your app’s product web page.
There are alternative ways of seasonalizing your icon for the Christmas season. You’ll be able to determine to go for the Christmas theme (with colours and visible components or characters), however generally even only a winter makeover can do the trick.
Take a look at Undertaking Makeover’s seasonal icon. They modified the colour palette to match Christmas: an overabundance of inexperienced and pink that’s utilized to the headband and the device. On the character’s eye make-up you’ll be able to spot some snowflakes and a snowy theme. It’s nonetheless discreet whereas reminding the person of the seasonal occasion.
The photograph app Prequel went with a extra discrete selection. It didn’t undertake the colour scheme however as an alternative turned the app’s black circle right into a Christmas decoration. Refined and environment friendly.
Match Masters’ icon can be shade coded (every half of the icon will get a Christmas shade). The little tokens of the video games even have some snow on high which is a pleasant contact that goes with the background snowflakes and winter components.
Merge Mayor gave their character a full Christmas makeover with a Santa costume (full with a snowy Santa hat), there are some winter components and snowflakes within the background, and a pink and inexperienced (with a star topping) wrapped present within the character’s fingers. All the Christmas components are there!
From extra delicate seasonalization to larger ones, there’ll all the time be an possibility that may match together with your app or sport’s branding. Generally, even only a element is sufficient to carry the Christmas spirit to your icon.
A seamless ASO expertise
A seasonalized icon is a good begin nevertheless it works greatest when the remainder of the belongings are seasonalized as nicely. If want be, you’ll be able to focus seasonal content material for the primary 3 or 4 screenshots, they’re those with the very best viewability fee. A seasonal preview video may go a good distance, so will precise seasonal content material inside your app or sport. A seamless expertise all all through the funnel will carry extra conversions.
For instance, Loopy Fox took the chance to adorn each character in its screenshots with Santa hats. Each screenshot of the sport has been absolutely seasonalized, even the day by day rewards present Christmas items, a snowy background, and Christmas timber across the potential rewards. There’s a Christmas twist to each scenario there, with small humorous touches like Santa ironing his Santa costume at the back of the second.
Even the preview video begins with a lightweight snowfall within the background earlier than panning to a completely seasonalized video.
For Coin Grasp, the screenshots aren’t seasonalized however the icon and the preview video are. Their strategy to seasonalization within the video is to point out the long-lasting Coin Grasp pig enjoying a seasonalized model of the sport.
The pig character itself isn’t seasonalized, he’s sporting his typical domino masks in a daily kitchen. Nonetheless, he’s clearly enjoying a Christmas model of the sport, with snowy decor, reindeers, and Christmas timber.
It’s additionally simple to adapt the video to totally different occasions. You retain the pig as his common self and simply replace the sport’s extracts to match the season. With a panorama video just like the Play Retailer model, most customers will solely watch the preview video and never scroll by way of the screenshot gallery. Because of this it’s extra environment friendly to seasonalize the video over the screenshot on this case.
A seasonal icon is nice to get individuals in your product web page, however if you wish to convert them, you’ll need extra seasonal belongings.
Don’t cease at ASO. Whereas seasonalized ASO belongings could carry you greater natural conversion attain, a seasonal UA marketing campaign might be simply as impactful (so long as it lands on a seasonalized web page as nicely for a seamless expertise).
Make it eventful
Each the App Retailer and the Play Retailer now have occasion choices on their retailer: they’re referred to as in-app occasions within the App Retailer and Promotional Content material (it was once LiveOps) on the Play Retailer. These occasions are a nice visibility device, they provide extra space for key phrase optimization in addition to entry to sure spots each in search outcomes in addition to on the homepage (each shops usually have alternatives of present occasions for apps and video games).
Vinted didn’t use Christmas visuals for its seasonal occasion on the App Retailer, nevertheless, the buying app capitalized on the gifting season to showcase the usage of their app throughout these celebrations.
It really works simply as nicely for video games! If in case you have some type of in-app seasonal occasion occurring, retailer occasions are an effective way to showcase this unique content material. They may increase your app or sport’s visibility whereas including a contact of seasonality to those that are on the lookout for it.
Furthermore, you need to use your occasion to optimize seasonal key phrases and appeal to customers who will search for Christmas-specific content material.
On the App Retailer, customers who’ve already downloaded your app will see your occasions as an alternative of your screenshot within the search outcomes, so having a seasonal occasion might also be an effective way to drive acquired customers to your app once more by showcasing your latest content material.
Some ideas that can assist you get festive:
- Use Christmas’ shade scheme: pink and inexperienced
- Go for a winter theme with snow, lots of white, and clear blue
- Some Christmassy components you need to use embrace: Santa hats, Christmas timber, Christmas decorations, elves, reindeers, sweet canes, fairy lights
- Some winter components so as to add: snowflakes, snow, snowman
- Begin getting ready prematurely. You will want to supply new creatives and it takes time.
- Don’t cease on the icon, solely having a seasonal icon and common creatives could influence conversion negatively whereas having the primary screenshots seasonalized as nicely can go a good distance
- Don’t cease at your product web page, benefit from different ASO instruments like in-app occasions and LiveOps
Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a inventive company specialised in app movies (video adverts, app retailer movies, and many others.).
