Not everybody celebrates Christmas however the app world positive does! With the vacation season in full swing, builders are launching their Christmas artistic property! How are you going to make your ASO creatives or your UA marketing campaign extra festive? Is it actually related in your viewers? Let’s discover out!
It’s starting to look so much 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, typically searching 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 superb software to leverage in your advertising and marketing. Not solely it could possibly drive consideration to your product (each with visible property and key phrase optimization). But additionally having seasonalized property can enhance conversion charges by as much as 20%.
Making the most of seasonal wants will show you how 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 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 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 an excellent signal for long-term customers.
It’s also possible to appeal churned customers, by displaying them your app’s new content material. For cell video games, you may take seasonalization one step additional and implement in-game occasions on the subject, it’s a good way to maintain gamers engaged.
Each the App Retailer and the Play Retailer additionally often promote apps and video games relying on seasons and occasions. It’d provide you with a lift to play up your seasonality to get featured. A characteristic on Apple or Google’s lists is a visibility enhance that may skyrocket your conversions.
Begin with a festive icon
The simplest visible asset to seasonalize is the icon. Even with little house, you may have a seasonalized icon that may make a distinction. The icons are one of many first visible property that customers will encounter. A seasonalized icon in Search outcomes may 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 may resolve to go for the Christmas theme (with colours and visible parts or characters), however typically even only a winter makeover can do the trick.
Take a look at Venture Makeover’s seasonal icon. They modified the colour palette to match Christmas: an overabundance of inexperienced and pink that’s utilized to the headscarf and the software. On the character’s eye make-up you may spot some snowflakes and a snowy theme. It’s nonetheless discreet whereas reminding the consumer of the seasonal occasion.
The picture 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. Delicate 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 present within the character’s fingers. The entire Christmas parts are there!
From extra refined seasonalization to larger ones, there’ll at all times be an possibility that may match together with your app or recreation’s branding. Typically, even only a element is sufficient to carry the Christmas spirit to your icon.
A seamless ASO expertise
A seasonalized icon is a superb begin however it works finest 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 can even go a great distance, so will precise seasonal content material inside your app or recreation. 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 totally seasonalized, even the each day rewards present Christmas presents, 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 behind the second.
Even the preview video begins with a light-weight snowfall within the background earlier than panning to a totally 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 carrying his ordinary domino masks in a daily kitchen. Nevertheless, he’s clearly enjoying a Christmas model of the sport, with snowy decor, reindeers, and Christmas timber.
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 by means of the screenshot gallery. For this 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’ll need extra seasonal property.
Don’t cease at ASO. Whereas seasonalized ASO property could carry you increased natural conversion attain, a seasonal UA marketing campaign may very well 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 referred to as in-app occasions within the App Retailer and Promotional Content material (it was LiveOps) on the Play Retailer. These occasions are a nice visibility software, 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 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, nonetheless, 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! If in case you have some form of in-app seasonal occasion occurring, retailer occasions are a good way to showcase this unique content material. They are going to enhance your app or recreation’s visibility whereas including a contact of seasonality to those that are searching for it.
Furthermore, you should use your occasion to optimize seasonal key phrases and entice 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 a good 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, lots of white, and clear blue
- Some Christmassy parts you should use embody: Santa hats, Christmas timber, Christmas decorations, elves, reindeers, sweet canes, fairy lights
- Some winter parts so as to add: snowflakes, snow, snowman
- Begin making ready prematurely. You’ll need to supply new creatives and it takes time.
- Don’t cease on the icon, solely having a seasonal icon and common creatives could affect conversion negatively whereas having the primary screenshots seasonalized as properly can go a great distance
- Don’t cease at your product web page, reap the benefits of 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 artistic company specialised in app movies (video adverts, app retailer movies, and many others.).
