In-App Events and Promotional Content: Tools for Enhancing App User Loyalty

In a world of endless apps and services, it's important to find ways to advertise your app and grab users' attention. Within the App Store and Google Play, In-App Events and Promotional Content are two of the main tools for this.

‍It has been proven that the use of these tools leads to an improvement in many app KPIs, such as conversion rate, number of impressions, downloads, and app visibility. Showcasing events makes it possible to attract the attention of new users, increase engagement, activity, and loyalty of current users, or win back old ones.

Events are also an opportunity to get additional information about audience behavior, which allows you to optimize the product for better user acquisition and retention.

What are In-App Events?

In-App Events are available to users directly in the App Store in the form of an event card that includes a photo or video, the name of the event, and a brief description. After tapping on the card, the user is presented with full information about the event and the opportunity to follow the link and join or take advantage of the offer, as well as share it with friends.

This way you can inform your audience about current events:

• Special offers and discounts (Black Friday, holiday promotions)
• Seasonal events (summer, Olympics, winter holidays) and premieres (movies, new content)
• Competitions and challenges (where users compete with each other)
• Significant updates to the app (new features, capabilities, interface)
• Demonstration of other updates and services.

Examples of In-App Events

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Where do iOS users see In-App Events?

These events are available to users in the App Store: in search results, on the application page, in recommendations (in the Today, Games, Applications tabs).

In-app events can also be promoted through email, advertising, social media, etc. to create additional awareness and engagement.

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What is Promotional Content and where do Android users see it?

Such content allows you to promote app relevant content on Google Play, such as special offers, limited-time events, new content, and major updates. It helps to engage with users outside the app and encourage them to open or reinstall the app, or take advantage of offers such as discounts or special deals for new customers.

Promotional content (events) is available to users in the Google Play app store: in search results, on the app page, in the app Events, Games, Apps tabs.

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How to Launch In-App Events?

In-App Events are set up and managed in the App Store Connect. 

To launch an event, you need to:

1. Prepare an idea in advance, define the target audience and photos/videos and texts.
2. In the App Store Connect application, create an In-App Event by filling in all the necessary fields, such as:

• Language (localization);
• Texts (title, short and long descriptions);
• Photo or video;
• Event type;
• Start and end dates, countries/region of operation;
• Target (which audience to target).

3. Specify “SIn-App Purchase Required” if you want to offer your users to make a purchase in the app.
4. Add a link to the relevant page inside the app to create a convenient user experience.
5. After filling out the form, you can preview the event card and, if everything looks right, submit it to the Apple team for approval.
6. Publish the event after receiving approval.

One app can have up to five events published simultaneously. The maximum duration of an event is 31 days. You can start advertising an event in the app no earlier than 14 days before. 

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It is worth noting that there are a number of requirements and conditions regarding which events can be published and how the event card should be designed (for example, you cannot write text in capital letters, use CTA, do not indicate prices, etc.) Therefore, it is necessary to follow the requirements or you will not get the event rejected and waste time on making corrections.

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Learn more about the settings here.

What are the differences between launching Promotional Content and In-App Events?

Promotional Content is set up and managed in the Google Play Console.

To launch an event, you also need to prepare all the necessary materials and fill out the form.

Among the differences:

• Different requirements for texts and photos/videos.
• The ability to launch an unlimited number of events;
• The duration of the event can be different - 7 days, 28 days, or without restrictions, depending on the type of event;

For more information on the settings, follow the link.

Using Promotional Content on Google Play is a premium option, so it is not available to everyone. The application must meet a number of requirements, such as the minimum number of installs, DAUs, and user spending. More details can be found here.

Examples of Events for In-App Events and Promotional Content

In-App Events and Promotional Content are powerful tools for engaging users and driving in-app activity. Here are some examples of events that can be highlighted using these tools:

• Discounts and promotions: Offer special discounts, promo codes, or package deals.
• New products or features: Announce the release of a new feature or product with a personalized message.
• Seasonal sales: Inform you about seasonal sales and limited-time offers.
• Loyalty programs: Provide bonuses, points, or other rewards for user activity.

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What Results Can Be Achieved with In-App Events and Promotional Content?

Unfortunately, it is impossible to provide exact figures, as the effectiveness of these tools depends on many factors, such as the type of application, target audience, and event content.

However, the following results can usually be achieved with these tools:

• Increased conversion: Well-designed events can increase conversions by 10-30% or more.
• Increase in installs: By 5-15% or more.
• Increased user engagement: Regular events can increase the time users spend in the app by 15-25% or more.
• Increase LTV (Lifetime Value): Offers and events can increase average revenue per user by 5-15% or more.

These figures are approximate and may vary greatly from case to case.

In order to get more accurate results and achieve the greatest results, you should test different variants of events, analyze their effectiveness and regularly optimize your strategy.

Conclusion

The use of In-App Events and Promotional Content is an integral part of modern mobile marketing. Thanks to personalization, interactivity, and the ability to interact directly with users, these tools can significantly increase audience engagement, drive purchases, and retain users in the app. By investing in the development of these features, businesses can better understand their customers, optimize marketing campaigns, and achieve significant results in promoting their mobile app.

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