Not everybody celebrates Christmas however the app world positive does! With the vacation season in full swing, builders are launching their Christmas artistic belongings! 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 belongings and search optimization.
Throughout sure occasions, customers will alter their search strategies, typically in search of particular key phrases (throughout Black Friday customers will search for promotions, for instance, Halloween might cause them to search for a extra spooky ambiance of their video games, and so on.).
Seasonality is a good device to leverage in your advertising and marketing. Not solely it may well drive consideration to your product (each with visible belongings and key phrase optimization). But in addition having seasonalized belongings can enhance conversion charges by as much as 20%.
Profiting from seasonal wants will aid you stand out within the shops. Even higher, for many occasions related to seasonalization, individuals 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 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 lately (and is being saved updated steadily), which is at all times a great signal for long-term customers.
You may also attraction churned customers, by displaying them your app’s new content material. For cell video games, you possibly can 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 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 enhance that may skyrocket your conversions.
Begin with a festive icon
The simplest visible asset to seasonalize is the icon. Even with little area, you possibly can have a seasonalized icon that may make a distinction. The icons are one of many first visible belongings 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 possibly can 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.
Take a look at Challenge Makeover’s seasonal icon. They modified the colour palette to match Christmas: an overabundance of inexperienced and crimson that’s utilized to the headscarf and the device. On the character’s eye make-up you possibly can spot some snowflakes and a snowy theme. It’s nonetheless discreet whereas reminding the person 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. Refined and environment friendly.
Match Masters’ icon can also 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 prime 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 crimson and inexperienced (with a star topping) wrapped present within the character’s palms. The entire Christmas components are there!
From extra refined seasonalization to larger ones, there’ll at all times be an choice that may match together with your app or recreation’s branding. Generally, even only a element is sufficient to convey the Christmas spirit to your icon.
A seamless ASO expertise
A seasonalized icon is a good begin but it surely works finest when the remainder of the belongings are seasonalized as nicely. If want be, you possibly can 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 also go a good 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 absolutely 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 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 light-weight snowfall within the background earlier than panning to a totally seasonalized video.
For Coin Grasp, the screenshots usually are not 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 standard 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 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 will have extra seasonal belongings.
Don’t cease at ASO. Whereas seasonalized ASO belongings might convey you greater 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 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 known 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 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 choices 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! When you’ve got some kind of in-app seasonal occasion occurring, retailer occasions are a good 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 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 additionally be a good 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: crimson and inexperienced
- Go for a winter theme with snow, a number of white, and clear blue
- Some Christmassy components you should utilize 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 have to provide new creatives and it takes time.
- Don’t cease on the icon, solely having a seasonal icon and common creatives might 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 artistic company specialised in app movies (video adverts, app retailer movies, and so on.).
