The New Year is here, and with it comes a whole new batch of trends to stay on top of.
With regards to mobile trends 2017 has the potential to be a unique year. Last fall Apple shook up the world of mobile in a major way by shortening their Title field and introducing Search Ads. This quarter, expect app developers to refine their technique when it comes to mastering the new App Store ecosystem.
Look out for these trends in Q1 2017:
Search Ads Get Refined
As the year moves on, more and more app developers will begin to discover what performs best for Search Ads. Look for major developers to hit Search Ads even harder in an attempt to expand their search footprint into any relevant keywords.
Similarly, as more developers begin to target wider swaths of Search Ads, they will also refine how to best convert users from Search Ads.
As the New Year begins, make it a priority to learn the best practices for landing and converting from Search Ads.
Services Continue to Grow
App Store Services picked up major traction in 2016. Expect that trend to continue as 2017 winds on.
Service subscriptions have traditionally been confined to service-based apps like Netflix and Spotify. However, games like Boom Beach have also experimented with subscription plans, showing that recurring payments can be molded to work in a number of formats.
Services have been popular for Apple, too. Service revenue grew by 24% in the fourth fiscal quarter of 2016. Earlier, Apple had announced they would be offering successful Service subscriptions a more favorable revenue split of 85-15, as opposed to the usual 70-30. In order to qualify for the new split, developers would simply need to maintain a user’s subscription for one year consistently.
Superbowl LI Drives Sports Searches
Sports apps will have a field day with February’s Superbowl LI. News apps, fantasy apps and football games stand to benefit the most directly. If your app is relevant for “football”-related terms, update your metadata and creative to reflect this.
Cards, Dates and Flowers Go In Demand
The first major holiday of 2017, Valentine’s Day will be accompanied by a surge in searches for dating, events, shopping and gift apps.
Whether your app offers gifts for couples, flowers for the parents or in-person meetup opportunities for everyone else, you can capitalize on Valentine’s Day by including relevant keywords and expanding upon them in your description and creative.
Following Valentine’s Day, some apps may want to look ahead to Easter. While the holiday falls in early Q2, apps that offer relevant services (flowers, gift baskets, candy, etc.) will want to pivot towards Easter sooner than that. Change out your Valentine’s Day marketing language and keywords for Easter by early Spring.
While gift apps will have a field day, games can get in on the holiday fun too. The later winter to early spring season is often a popular time for game developers to run special events, like last year’s Angry Birds Epic mini-campaign. This event introduced a miniaturized version of a standard Angry Birds Epic campaign for Valentine’s Day, featuring new levels, special items and more.
If your app can be positioned as relevant for winter and spring holidays, be sure to have your metadata and creative updated in advance so that you have already begun indexing by the holiday.