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 modify their search strategies, typically 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 so on.).
Seasonality is a superb device to leverage in your advertising and marketing. Not solely it may 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%.
Profiting from seasonal wants will allow you to stand out within the shops. Even higher, for many occasions related to seasonalization, individuals connect constructive feelings to those occasions. Which means a reminder of those occasions will convey a constructive response from customers. Optimistic feelings are nice drivers for downloads and constructive model recall will drive long run customers (or convey churned customers again).
Christmas is a large 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 a very simple occasion to seasonalize for.
Furthermore, seasonal property present customers that your app has been up to date not too long ago (and is being saved updated often), which is all the time signal for long-term customers.
You may as well 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 an effective 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 function on Apple or Google’s lists is a visibility enhance that may skyrocket your conversions.
Begin with a festive icon
The best visible asset to seasonalize is the icon. Even with little area, 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 alternative ways of seasonalizing your icon for the Christmas season. You’ll be able to resolve to go for the Christmas theme (with colours and visible components or characters), however typically even only a winter makeover can do the trick.
Have 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 headscarf and the device. 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 selection. 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 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. The entire Christmas components are there!
From extra refined seasonalization to greater ones, there’ll all the time be an possibility that may match together with your app or recreation’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 effectively. 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 may go a great distance, so will precise seasonal content material inside your app or recreation. 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 totally seasonalized, even the day by day rewards present Christmas presents, a snowy background, and Christmas timber 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 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 usually are not seasonalized however the icon and the preview video are. Their method to seasonalization within the video is to indicate the enduring Coin Grasp pig enjoying a seasonalized model of the sport.
The pig character itself isn’t seasonalized, he’s sporting his common 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 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 individuals 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 increased natural conversion attain, a seasonal UA marketing campaign could possibly be simply as impactful (so long as it lands on a seasonalized web page as effectively 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 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 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 purchasing app capitalized on the gifting season to showcase using their app throughout these celebrations.
It really works simply as effectively for video games! In case you have some kind of in-app seasonal occasion taking place, retailer occasions are an effective way to showcase this unique content material. They’ll enhance your app or recreation’s visibility whereas including a contact of seasonality to those that are in search of it.
Furthermore, you should utilize 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 may additionally be an effective way to drive acquired customers to your app once more by showcasing your latest content material.
Some suggestions that can assist you get festive:
- Use Christmas’ shade scheme: pink and inexperienced
- Go for a winter theme with snow, quite a lot of white, and clear blue
- Some Christmassy components you should utilize embody: 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 upfront. 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 effectively 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 advertisements, app retailer movies, and so on.).
