Get your app prepared for the vacation season!


Not everybody celebrates Christmas however the app world positive does! With the vacation season in full swing, builders are launching their Christmas inventive property! How are you going to make your ASO creatives or your UA marketing campaign extra festive? Is it actually related on your viewers? Let’s discover out!

It’s starting to look rather a lot like seasonality

Seasonality is adapting your advertising and marketing supplies to seasonal occasions. It goes for each visible property and search optimization. 

Throughout sure occasions, customers will regulate their search strategies, generally in search of 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.).

supply: appodeal

Seasonality is a superb instrument to leverage in your advertising and marketing. Not solely it might probably drive consideration to your product (each with visible property and key phrase optimization). But in addition having seasonalized property can increase conversion charges by as much as 20%

Profiting from seasonal wants will allow you to stand out within the shops. Even higher, for many occasions related to seasonalization, folks connect optimistic feelings to those occasions. Which means a reminder of those occasions will convey a optimistic response from customers. Constructive feelings are nice drivers for downloads and optimistic model recall will drive long run customers (or convey churned customers again). 

Christmas is a large occasion in some nations with some very recognizable property and lore. Each person who celebrates Christmas is conscious of Santa Claus, his elves and reindeers, for instance. Which makes it an easy occasion to seasonalize for. 

Furthermore, seasonal property present customers that your app has been up to date just lately (and is being stored updated often), which is at all times a very good signal for long-term customers. 

You may also appeal churned customers, by exhibiting them your app’s new content material. For cellular video games, you may 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 would provide you with 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 simplest visible asset to seasonalize is the icon. Even with little area, you may have a seasonalized icon that can make a distinction. The icons are one of many first visible property 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 other 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 parts or characters), however generally even only a winter makeover can do the trick. 

Take a look at Challenge 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 instrument. On the character’s eye make-up you may 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 alternative. 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 also be coloration coded (every half of the icon will get a Christmas coloration). 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 parts.

Merge Mayor gave their character a full Christmas makeover with a Santa costume (full with a snowy Santa hat), there are some winter parts and snowflakes within the background, and a pink and inexperienced (with a star topping) wrapped reward within the character’s arms. The entire Christmas parts are there!

From extra refined seasonalization to larger ones, there’ll at all times be an possibility that may match along with your app or sport’s branding. Typically, even only a element is sufficient to convey the Christmas spirit to your icon. 

A seamless ASO expertise

A seasonalized icon is a superb begin nevertheless it works greatest when the remainder of the property are seasonalized as properly. If want be, you may focus seasonal content material for the primary 3 or 4 screenshots, they’re those with the very best viewability charge. A seasonal preview video also can go a great distance, so will precise seasonal content material inside your app or sport. A seamless expertise all all through the funnel will convey 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 every day rewards present Christmas presents, a snowy background, and Christmas bushes across the potential rewards. There’s a Christmas twist to each state of affairs there, with small humorous touches like Santa ironing his Santa costume behind the second. 

Even the preview video begins with a lightweight snowfall within the background earlier than panning to a totally seasonalized video. 

For Coin Grasp, the screenshots are usually not seasonalized however the icon and the preview video are. Their strategy to seasonalization within the video is to indicate the long-lasting Coin Grasp pig taking part in a seasonalized model of the sport.

The pig character itself shouldn’t be seasonalized, he’s sporting his typical domino masks in an everyday kitchen. Nevertheless, he’s clearly taking part in a Christmas model of the sport, with snowy decor, reindeers, and Christmas bushes. 

It’s additionally straightforward 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 via the screenshot gallery. This is the reason it’s extra environment friendly to seasonalize the video over the screenshot on this case. 

A seasonal icon is nice to get folks in your product web page, however if you wish to convert them, you will want extra seasonal property.

Don’t cease at ASO. Whereas seasonalized ASO property could convey you larger natural conversion attain, a seasonal UA marketing campaign might be simply as impactful (so long as it lands on a seasonalized web page as properly for a seamless expertise).  

Make it eventful

Each the App Retailer and the Play Retailer now have occasion choices on their retailer: they’re known 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 instrument, they provide more room for key phrase optimization in addition to entry to sure spots each in search outcomes in addition to on the homepage (each shops typically 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 procuring app capitalized on the gifting season to showcase using their app throughout these celebrations.

It really works simply as properly for video games! When you’ve got some kind of in-app seasonal occasion taking place, retailer occasions are an effective way to showcase this unique content material. They are going to increase your app or sport’s visibility whereas including a contact of seasonality to those that are in search of it.

Furthermore, you should 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 may be an effective way to drive acquired customers to your app once more by showcasing your latest content material. 

Some suggestions that will help you get festive:

  • Use Christmas’ coloration scheme: pink and inexperienced
  • Go for a winter theme with snow, a whole lot of white, and clear blue
  • Some Christmassy parts you should use embody: Santa hats, Christmas bushes, Christmas decorations, elves, reindeers, sweet canes, fairy lights
  • Some winter parts so as to add: snowflakes, snow, snowman
  • Begin getting ready prematurely. You have to 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 properly can go a great distance
  • Don’t cease at your product web page, make the most of different ASO instruments like in-app occasions and LiveOps 
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