Category Archives: Help & Tips

AR Marketing VR Marketing

Tips for Marketing Your AR or VR App

The number of Virtual Reality and Augmented Reality apps available on Google Play and the Apple App Store is growing fast, and saw an increase of over 200% in 2016 alone. Still, when compared to other app categories, AR and VR are still in their infancy.

With GDC 2018 closing in on us in less than two weeks, developers are scrambling to make last minute optimizations to their apps, and also come up with unique ways to stand out both on the show floor and in the app stores. Traditional mobile app marketing may not be enough, however, so developers are looking to new and innovative ways to market their AR or VR apps.

Here are four ways to help market a Virtual Reality or Augmented Reality app, both online and in person.

1. Always Start with ASO Best Practices

You can’t talk about marketing an app without talking about App Store Optimization. However, since AR and VR apps are already unique, it means you need to think even further outside of the box. Making sure your title, icon, screenshots and preview video are all aimed towards an AR/VR audience is key.

Your title is one of the most important elements, since there are no explicit categories on the app stores for AR or VR. Including specific keywords, such as “Virtual Reality,” or the more commonly known abbreviation “VR,” in your title will help users find your app.

Your icon should also include imagery that clearly reflects the nature of the app. Including an image of a VR helmet or the letters “AR” are great ways to help your app stand out as users scroll past.

Your screenshots and preview video are going to be especially important, as they can showcase the uniqueness of your app. Making sure your screenshots call out important unique features that cater to AR or VR should be your priority, and your preview video should demo exactly what the in-app experience is like. Take a look at other apps on the app store for great examples of how this can be done.

2. Tell A Story

When you’re marketing your app, whether it’s in a blog post, app description or meeting face-to-face with your intended audience, create a story around the experience. Be sure to be honest and transparent about your app and brand so potential users will pay more attention to the app.

The narrative you create doesn’t necessarily have to revolve around the app’s features, but can rather focus on what drove you to create the app and the passion behind it. This may seem counterintuitive, as you’re not directly talking about the features, but this will drive interest nonetheless.

3. Utilize New 360° Technologies

The wonderful thing about AR and VR is it no longer requires a special device to understand what a user is seeing. Creating a 360° video and posting it on your website or YouTube means you can share it across social media and allow potential users to understand what your app is about without even having to download anything.

Users who view this video on their phones can use their gyroscope to move the video, while users on a computer can click and swipe for a similar effect. You can even use apps like Periscope for a live demo so users can interact with the video!

4. Connecting with Deep Linking

Deep linking is providing users with a link that takes them directly to a specific part of an app, or to the product page on either the App Store or Google Play Store if they haven’t downloaded the app yet. This can be a great way to offer special content only available to those who show up in person or are offered the link online.

If you’re looking for a great way to promote your app during GDC (or any other convention) you can combine deep linking with QR and display the code right at your booth! Doing so will draw foot traffic to the booth as well as users to the app, creating buzz that will help your app grow.

This is a great time to consider Augmented Reality or Virtual Reality, since the market is so new. If you already have a VR or AR app, it’s also a great time to get creative with how you market it. Optimize the app’s metadata, tell a story, provide an experience and remember to always think about your user first – if you do, your app will be able to reach a wider audience and help the field grow.

This post is part of our Blog Series on Gaming and GDC 2018. Click the link to see other posts in the series!

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How to Help Boost Visibility with Your Google Play Description

Improving an app’s visibility doesn’t require a degree in artificial intelligence or machine learning. Although the algorithms that determine what an app is indexed for are very complex, the process by which any given app is ranked is fairly straightforward.

Google looks at three key areas of an app’s metadata when it determines the relevancy for a keyword, and how well it ranks: The Short Description, Long Description, and the Title. Thanks to App Store Optimization (ASO), developers can get a leg up on their competition and improve their visibility by focusing their efforts on these three key areas.

App Title

The title is not only the name that users see when they find your app, it’s the first keyword that Google logs. As such, any words and phrases included in the title will be included in the search algorithm and serve as an important part of the description.

You should make sure to utilize all of the room you have, especially since 50 characters is not very much space. As small as it is, you should include a few of your important keywords along with the app’s name. You can think of Google Play titles very much like a title tag in SEO. Call attention to your brand and let users know what the most important feature of your app is.

Two Parts of a Description

While the title and short description hold the highest weight when it comes to ranking, they are also very limited. This is why the long description is so important – it’s where a developer can tell Google what exactly the app is about and builds relevancy.

1. Short Description

The short description can be compared to Apple’s subtitle field, although it actually has more characters. Even though the short description is limited to 80 characters, developers should work on placing core features of an app and include the keywords that the app is trying to rank for. Keep in mind that, along with the title, the keywords in the short description are weighed heavily by Google when indexing.

2. Long Description

The long description can be up to 4000 characters, but the amount of words you use means less than the keywords themselves since Google Play doesn’t make you declare what keywords you want to rank for. Instead, developers need to incorporate the keywords that they want into their long description to tell Google, “Hey, I want to rank for these!”

Once again, you can think of writing a Google Play description very much like writing SEO content for a webpage. Keep keyword placement and keyword density in mind – too few keywords and you won’t rank, but too many might have a negative impact.

Another thing to watch out for is your sentence length. Short, concise sentences will help you rank higher and also make it easier to read. You can also use bulleted lists to lay out your features and integrate keywords that are most relevant and high-volume.


Both short descriptions and long descriptions are important when you’re trying to rank on Google Play. You’ll need to pick your keywords carefully, so you can write a description that both Google and potential users will like. Make sure to spend the time it takes to write a detailed, yet concise, description and keep refining it to fit both current trends and changes to your app.

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Getting the Most from Your App Store Description

Your app has been approved by the Apple App Store, and it’s ready to be launched in the territory of your choosing. Now that the hard work of developing your idea is done, you have to make sure that users can find it. This should be a simple task, right?

Every app has specific fields to help it gain visibility for specific relevant keywords that users are most likely using in their search. This means that you’ll have to make sure that these fields are filled out accordingly, so your app is visible to users. Thankfully, you have the description to help you explain your app’s core features and help it become more discoverable in user search queries.

Writing an App Store description can be more difficult than you think. Maybe you’re struggling to figure out how best to describe your app or what keywords you want to incorporate. Is the description too short? Too long? Does it make sense? Fortunately, there are tactics such as ASO best practices for writing the perfect Apple App Store description. Any app that follows these guidelines is sure to increase their app’s visibility for high-volume keywords.

Improve Visibility with High-Volume Keywords

Besides helping users understand what the app does, the description is used to help the app gain visibility for high-volume keywords that are in the targeted keyword bank. While you can only target 100-characters worth of keywords, it’s important that these are incorporated throughout the description.

Don’t Neglect the Promotional Text

Start with the promotional text, which was first introduced in iOS 11. This text field is a 170-characters and appears at the top of the description. Despite it displaying in the same field as the description it doesn’t count toward its 4,000-character limit. Unlike the description, the promotional text can be edited at any time.

Use it to call out new features, new in-app promotions or briefly introduce users to the app’s core feature. It’s one of the first things they’ll read, so use it wisely.

Less Is More

Think like a user – would you want to read longwinded paragraphs, or would you rather quickly see the app’s core features? Since most users are looking at apps from their mobile device, even the shortest sentences become daunting walls of text.

When you’re writing your description, it’s best to keep your paragraphs short; just one or two sentences at most. Keep in mind that the first sentence should immediately call out your app’s core feature to instantly grab any user’s attention.

Lists Are Your Friends

Lists are a great way to quickly emphasize an apps’ core features. Potential users can simply read down the list to absorb each feature. If your app has multiple features, you can create different lists that incorporate various high-volume keywords. Always make sure that the keywords are relevant and help emphasize what each feature does.

Call to Action!

Don’t forget to end the description on a high note! Encourage potential users to download with a solid call to action. The call to action helps solidify why users should choose your app over others, plus it gives you another opportunity to incorporate targeted keywords.

Other Important Factors to Remember

When you write your description, make sure to keep the following in mind:

  • Be sure to tailor the description to your target audience.
  • Pick relevant keywords that are most important to the app.
  • Incorporate high-volume keywords to emphasize your app’s core features and boost its visibility.

Make sure that you follow these guidelines along with avoiding keyword stuffing, which may get your app flagged and rejected. Just keep your description simple and to the point by incorporating relevant keywords to emphasize your app’s core features.


Road Map for Your App Ideas

You have the next best idea for a new app, and perhaps this is something you’ve been mulling over for a long time or maybe you just recently drafted the idea on a whim with friends in passing. Either way, this new app has the potential to be created. Luckily for you, you’ve taken the proactive first step into actualizing this idea by doing your research.


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If you’ve been paying attention to how the mobile space has changed in recent years, you’re already one step ahead of the game. Many developers don’t know how to optimize their app after it’s been launched. Paired with a preliminary road map, it’s recommended that developers implement an App Store Optimization (ASO) strategy to ensure that their app is visible in the app stores to reach its maximum audience.

Creating an app, even if it’s just in the idea stages, still needs to have a step-by-step process to make sure that it’s created successfully. Every step in this process should be meticulously thought out to avoid pitfalls in the future. Read the following list below to start brainstorming a roadmap and act on your big idea.

1. Clearly Define the App

Defining what your app does is possibly the most important exercise you can do before creating it. Bring out the old pen and paper and fully fledge out everything and anything you know about the app. Ask yourself important questions so that future users won’t have to ask them for you.

  • What is the app?
  • What does it do?
  • What problem does it solve?
  • Who is it for?
  • What is its unique selling proposition (USP)

However, the most important question you should be able to answer is, “Can you define the app clearly?” If someone were to ask what the app is, could you provide a short and concise one to two sentence answer?

If someone were to ask to summarize what “Hulu” is, the answer is short and simple. Hulu is a video-streaming service that lets users watch their favorite movies and TV series anytime or anywhere. Users immediately know what the app does and what problem it aims to solve. It is a streaming service where users can watch TV and movies all in one place for a small service fee every month.


Make sure that your app isn’t a catchall and contains every possible idea. If the app has too many features without a clearly defined core feature, it will be overwhelming for users and drive down retention rates. Clearly define what the app’s core functionalities are because it will be easier for users to categorize the app and know exactly what to use it for.

2. Evaluate the Competition

Since there are over 3 million apps in the app stores, a considerable amount of market research has already been done for you. Take a look at other apps in the same category so you can understand the types of apps that audiences currently respond to.

The app stores are treasure troves of free information. You can look at a similar app’s ratings and reviews for real feedback from actual users. Now you have the opportunity to restructure certain features of your app to avoid common problems that other developers in the same category currently face.


3. Invest in Marketing

The motto, “if we build it, they will come” is no longer applicable in the mobile entertainment space since nearly every idea has already been done once. It’s important to set aside a budget to market your idea/app so it will appear before competitors.

During the preliminary “brainstorming” stage of your app, you can still invest time into marketing through social media channels and content websites such as journals or blogs. Gaining a following prior to an app’s launch is especially advantageous because the app will already have a built-in user base that are prepared to download.

4. Ad Testing

Once you have mapped out the essential features of the app, invest in A/B testing ads on Google or Facebook to determine how much interest your app generates. This could be as simple as creating a landing page that describes the app or offering users the option to pre-order on either the App Store or Google Play Store.

Testing ads while your app is still in the development stages may seem like an unnecessary expense, but consider this a safety net for later. You can learn from your mistakes and make adjustments based off user trends and behaviors by minimizing your potential loss.

5. Money, Money, Money

While you may have great app ideas, you need to make sure that your app generates a revenue. By defining the type of audience you want to target, you can then determine on whether your app should be free or paid.

You can also check out your competition to see how their monetization strategy is organized. By examining the differences, you can evaluate if it would be a worthwhile endeavor to create not only a free version of your app, but also a premium version that includes more features, no ads, and more.

Key Takeaways

Don’t assume that users will flock to your app once it launches. Creating an app is a harmonious process where each step must be done correctly and with purpose. Know what the app’s motive is and who it is created for. Conduct extensive research on the current market demand and competition within your app’s potential category to learn from their mistakes. And lastly, don’t skimp on your marketing budget because if you don’t drive awareness to your app, users will not know it exists.

Always keep in mind that users won’t find your app; your app must find its users.

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Updating Metadata Just in Time for Valentine’s Day

Ah, Valentine’s Day – the hype is short-lived compared to other holidays, but apps across different categories can still take advantage of the Hallmark Holiday and update their metadata.

Any app from mobile games to dating apps can benefit this Valentine’s Day by applying the same concepts that developers utilize for the holidays. Let’s check out how apps in different categories are updating to attract more users.

Mobile Games

Whenever people are itching to kill some time, many do so by playing a mobile game. Come February, love is in the air, and many users have Valentine’s Day on their mind. Users are more attracted to a mobile game that incorporates creative elements that are reminiscent of the holiday.

If we look at the Book of Life’s mobile game, their icon is currently taking advantage of the holiday. By integrating hearts and a pink background, it conveys that the game is ready for Valentine’s Day. These elements entice users into thinking that there might be levels, power-ups or any other in-app content that’s relevant to the current season.


Photo Editor Apps

Mobile games are not the only categories that can benefit from updating the metadata and/or creatives to reflect the seasonal holiday. Other apps such as photo editors can update their product listing to represent the types of filters, photo frames, and more features to entice users.

For Ink Card, they updated not only their screenshots, but their subtitle as well. These assets immediately communicate to users that the app is fully-loaded for all of their Valentines needs and ready to make their day even more special. By targeting the keyword “Valentine’s” in the subtitle, it already helps the app improve its visibility by leveraging users’ mobile seasonal search trend for that word.


Pic Collage not only updated their creatives, but they also updated their preview video to highlight core features that are applicable. They included creative elements that instantly tell users they can edit their photos with various Valentines filters, stickers or backgrounds. Even though they may not specifically call out “Valentine’s Day” in their title or subtitle, all of the elements added to their creatives help them convert users that are looking for a photo editor to meet their needs.


Dating Apps

Dating apps can take a page from the mobile games and photo editors by taking the initiative to update their app’s metadata and/or creatives to be relevant. After all, dating apps are in the business of bringing love to the masses. For them to miss out on the biggest love season would be a shame. Even though dating apps did not follow crucial ASO basic practices this year, they can still learn and apply these changes next year.

Dating apps can employ the same creative elements that the above examples did, but give it a twist that helps encourage singles to download. They could even update their title, subtitle and promotional text to give a quick shout out to let users know they can rely on their app if they are looking for that special someone.

“Valentines” as a keyword is extremely high-volume, especially as the date is quickly approaching. If dating apps had taken advantage of the keyword and incorporated it in any piece of their metadata, they would most likely appear for the keyword. Unfortunately, it appears that many dating apps missed the opportunity this year as none of them appear in the top 10 search results using “Valentines.”


Why Update for Valentine’s Day?

While updating your app’s metadata for Valentine’s Day may not seem as important as updating for other holidays, it still helps convert users that are looking for apps that are relevant to the season.

By incorporating creative elements that are easily recognizable to the holiday or specifically calling out “Valentine’s Day” in your app’s metadata, you can increase your odds of conversion. Never miss an opportunity to cater an app to current user interests and your app will thank you for it.