Black Friday 2021: User Acquisition Strategies for Shopping Apps

Black Friday 2021: User Acquisition Strategies for Shopping Apps

Whoever stated that cash can’t purchase happiness merely didn’t know the place to buy groceries. Or when to buy groceries. The reply to the second query is November 26 for this 12 months since Black Friday 2021 will happen on this date.


Table of Contents

Black Friday is the Friday following Thanksgiving Day, and it represents the Christmas purchasing season. Nevertheless, the time period of Black Friday really comes from a monetary disaster again in 1869 the place the golden market collapsed. A reasonably good begin for a purchasing craziness, isn’t it?  As a result of, with out reductions, that a lot purchasing in all probability nonetheless might imply a monetary disaster to many households.

It’s the busiest purchasing day of the 12 months the place individuals sleep in entrance of outlets, wait in lengthy traces, and even battle for items. Nevertheless, within the app shops, all customers should do is click on on the purchasing app, select the products they need. No dramas, no battles. That is how it’s from the attitude of customers.

From app entrepreneurs’ standpoint, the battles are nonetheless on and possibly in a extra extreme method. Since you not compete along with your locals. Your rivals are coming from throughout the globe to steal your prospects. You must gird on a stable vacation season advertising technique and fascinating in-app occasions to face them efficiently.

Don’t fear, we are going to get you prepared for the combat. Let’s begin by going over how the highest purchasing apps are preparing for Black Friday 2021.

Information Assortment 

With a view to show the app tendencies in each app shops, we’re going to make the most of 10 fashionable purchasing apps.

Most of those apps are organically rating among the many high 10 purchasing apps within the US. Furthermore, they’re promoting like madmen, making them excellent for our analysis. As a result of they supply a bigger pattern by way of cell advert creatives, advert networks, and advert publishers, permitting us to make more true inferences in regards to the app advertising tendencies. The larger the pattern, the extra correct the reflection. That’s the reason we selected these 10 extremely fashionable purchasing apps for this evaluation.

Advert Community Counts: Apple v Google Play

The typical Advert Community depend is 6.9 for the App Retailer and eight.4 for the Google Play Retailer. This information could inform us that in Google Play Retailer, apps want working with extra Advert Networks. Whereas that is true for a few of these apps, we will see that the majority of them really caught to their Advert Community counts in each shops.

The one excessive adjustments made by Amazon, AliExpress, and Want. They most well-liked doubling their Advert Community counts when it got here to the Google Play retailer. Nevertheless, the efficiency of those advert networks is what we should always actually be specializing in.

For example, let’s check out Nike’s cell advert community distribution.

This dashboard exhibits how Nike distributed their cell advert creatives within the final month. They despatched 44% of their advert creatives to Fb and 45% in whole to Instagram and FB Native.

Though Instagram and Fb Native have extra advert creatives in whole than Fb, issues change once we have a look at the impression distribution. As you’ll be able to see above, Fb alone is chargeable for 75% of their whole impressions.

Due to this fact, rising the variety of advert networks with out wanting into their performances may not profit your marketing campaign as a lot as you hoped. Particularly if you happen to don’t know the way your advert creatives have been distributed. As you’ll be able to see above Liftoff distributed Nike’s creatives to different advert networks corresponding to Applovin, Admob, and Tapjoy (sure, that is the cool new function of our Cell Advert Intelligence software). By way of impressions, Fb nonetheless appears to be the best platform for purchasing apps.

Complete Advert Artistic Depend is Increased in Google Play 

Shein, being the highest advertiser of the purchasing class, ran greater than 45k advert creatives in whole for October 2021. AliExpress follows with 10.500 advert creatives however as you’ll be able to see there’s a large hole between the #1 and a pair of. Nevertheless, typically, working 4k to 5k advert creatives appears to be the common for the purchasing class.

The graphic tells us a couple of clear distinction between the app retailer preferences of those apps. Solely Nike is approaching each app shops in the identical method. The others have excessive variations between their advert inventive counts for these two platforms.

For the reason that launch of iOS 14.5, the hole between the advert inventive counts in these two shops has elevated typically, which is according to our evaluation for purchasing apps. It’s probably that advertisers have been shifting their promoting funds within the App Retailer from inventive promoting to Apple Search Adverts, which we are going to look into shortly.

Increased Holding Ratio in Google Play

Shein once more leads the gang, with the very best energetic advert inventive depend in each app shops. 13k energetic advert creatives in whole are extraordinarily forward of the curve. Furthermore, the energetic/whole ratio shouldn’t be that top for the purchasing class. In consequence, the common energetic inventive depend appears to be round 1k to 2k in whole.

How purchasing apps method the app shops lies beneath the A/B Testing ratio. The energetic/whole advert inventive ratio is round 25% for the App retailer and 37% for Google Play. It appears purchasing apps check extra in Google Play versus the App Retailer.

Picture and Html Advert Format Dominates  

The format distribution of advert creatives relies upon extremely on the class of your app. Whereas Video was the dominant advert format for Hyper-Informal video games,  solely 10% of Procuring Apps’ whole advert creatives had been in video format.

Html and Picture codecs seem as the principle squeeze of this class since they’re utilized in 90% of whole advert creatives.

Advert Artistic Format Distribuiton

As you’ll be able to see, in each app shops the Html and the Picture codecs are the principle selections for purchasing apps. You may make the most of video creatives to indicate options of your app that want movement. Nevertheless, partaking customers with 30 seconds lengthy movies to inform them that you’ve reductions or the products that customers need is extraordinarily troublesome. Most of them in all probability will go away after 5 seconds. As a substitute of this, you’ll be able to present a picture of your items which might be within the sale. That is simpler, cheaper, extra fascinating, and subsequently will likely be simpler.

Now let’s take a more in-depth have a look at the paid consumer acquisition methods of Shein and Blush Mark.

Shein – Dominating the Advert House within the Procuring Class

Shein started its preparation for Black Friday 2021 with a little bit change on its app icon. As we go additional, you will note that this straightforward step is definitely embraced by many. As a result of it sends a transparent message to the customers who’re searching for Black Friday 2021. Furthermore, it helps enhance retention scores on account of the truth that it can additionally appeal to present customers. That’s the reason these adjustments in app icons are in reality actually helpful to your consumer acquisition targets.

The subsequent step of adjusting your inventive property to the season is your video previews and screenshots. As you’ll be able to see right here, Shein modified its screenshot set to suit higher to the season. They delivered to the entrance their excessive reductions and occasions associated to Black Friday 2021. They showcase their giveaways, minigames, and flash gross sales to finish the conversion.

You may take a more in-depth have a look at their adjustments with our App Replace Timeline function.

App Replace Timeline

As seen above, their earlier app icons and screenshots are introduced with their present ones. Furthermore, you’ll be able to observe each facet of their updates from promotional texts, to class adjustments. On this method, you’ll be able to analyze your rivals higher and enhance your consumer acquisition methods accordingly.

Now, let’s examine their high creatives a little bit bit.

Advert Artistic Evaluation of Shein

80% of their advert creatives are in picture format so let’s begin with one in every of their picture advert inventive. Beneath you’ll be able to see that they make the most of a mannequin sporting one in every of their merchandise. As talked about above, it’s an efficient method to appeal to purchasing lovers.

Nevertheless, we will additionally see that they’re localizing the CTO, title, subtitle, and physique of the advert inventive. Though a visible may be seen as common, it’s all the time higher so as to add native parts to your advert creatives. On this method, you’ll be able to enhance your communication along with your prospects.

Black Friday is sweet however how a couple of gradual Sunday. Right here Shein showcases their merchandise for a calming bathtub and ties them to a theme.

Bear in mind the theme of Black Friday? Shein vitalizes this concept of their video advert creatives to welcome customers with the spirit of the season.

These examples inform us that it’s higher to current your merchandise with an thought quite than chilly exhibitions. Don’t simply present, inform a narrative.

Apple Search Adverts Methods of Shein 

As you would possibly already know, Apple Search Adverts is without doubt one of the finest methods to advertise your app within the App Retailer. Within the Appflyer Retention Index, it was the main consumer acquisition platform. It helps app entrepreneurs attain out to high-quality customers who’re inclined to obtain your app and use it for an extended time frame.

So let’s see how Shein advantages from Apple Search Adverts.

They’re using 4601 paid key phrases within the U.S and run Apple Search Adverts in 35 totally different nations.

Shein dominates its rivals’ model key phrases. As you’ll be able to see, in all of those key phrases, Shein has at the least 50% of the impression share. This method allows them to succeed in out to new customers who really searched for his or her rivals’ apps.

Since Shein chases after their rivals’ model key phrases, why wouldn’t their rivals come after Shein’s model key phrase? For this matter, though Shein organically ranks the first for its personal model key phrase, Shein bids and will get 70% of the impression share. Always remember to defend whereas attacking.

Moreover, they’re additionally getting the lion’s share in generic key phrases. The key phrase of “Store” has a reputation rating of 63, which is fairly excessive. So, getting 65% of impressions for this key phrase can really enhance your obtain volumes dramatically.

Blush Mark – Ladies’s Clothes

As you’ll be able to see, Blush Mark, probably the most downloaded purchasing apps can also be doing what any profitable app entrepreneurs ought to be doing. They tune up their inventive property for the season.

These adjustments could appear insignificant at first. If the app and the options of your app stay the identical, what influence might backgrounds and banners do?

Initially, even the background shade can affect your conversion charges. Particularly if you happen to adapt it to the theme of the season.

App Replace Timeline

This was the earlier screenshot set of Blush Mark. Though it additionally has an idea, it could not match into Black Friday 2021. As seen, they modified the background shade to black and surrounded the corners with shiny dots that give the sense of a retailer window. On this method, they be a focus for customers who’re already purchased into the concept of Black Friday.

As seen above, Blush Mark runs this picture advert inventive closely on social media channels. We are able to additionally declare that they aim primarily American and French customers with this advert inventive. And, they’re localizing the advert inventive accordingly.

Who doesn’t need inexpensive and cute garments, proper? Most likely the style boutiques that overcharge for his or her custom-made merchandise, and the purchasers of those boutiques. Nevertheless, Blush Mark doesn’t goal them so that they made it clear by saying that you could find inexpensive garments on this app. Moreover, they create a way of authenticity by benefiting from an individual who shouldn’t be a star.

Research present that folks are inclined to comply with recommendation from their fellows, co-workers and and so forth. Since you can not pay everybody to advertise your model, working with ‘regular’ individuals in your advertisements generally is a good method to join along with your target market.

Apple Search Adverts Methods of Blush Mark

If you wish to profit from seasonal app advertising however don’t tailor your Apple Search Adverts key phrases accordingly, success gained’t come to you.

Right here, we see that Blush Mark really focused the associated key phrases to Black Friday but they don’t seem to be getting sufficient impressions from them. Amazon, Slickdeals, and Flipp get the biggest impression shares for these key phrases.

In such instances the place you might be bidding on extremely aggressive key phrases, automation guidelines can be utilized to extend your impression shares by adjusting your bids routinely relying on market circumstances.

Other than this, they’re defending their model key phrases in Apple Search Adverts. Nevertheless, in the case of getting excessive shares from fashionable key phrases, their impression shares appear to be a little bit decrease.

Furthermore, once we have a look at the key phrase numbers of different apps, we see that they elevated the overall variety of paid key phrases, as Black Friday 2021 approaches. For example, Klarna was working 17k paid key phrases firstly of September. Now their key phrase depend is above 24k, as soon as once more displaying the significance of seasonal app advertising.

That is all for the consumer acquisition methods of purchasing apps through the vacation season. We hope the info we supplied will enable you to take your app advertising technique to the following degree. In the meantime, you’ll be able to all the time schedule a demo with our cell progress specialists and see how one can leverage our peerless cell app intelligence information to get forward of the competitors.