Why does app seasonality matter for marketing?

When I say app seasonality insights are a treasure trove for marketers, I'm not kidding. Of course, I'll tell you why!

App-specific seasonality and seasonal trend insight are critical for marketers because they reveal actual user preferences and patterns, which can determine your success if you play your cards correctly.

Here are four reasons you should consider app seasonality as a marketer:

1. Identifies user acquisition opportunities.

App seasonality creates unique windows of opportunity for user acquisition. During peak seasons or holidays, user activity tends to increase, giving you the opportunity to attract and onboard new users.

Understand when these peaks occur, and you'll be able to plan and execute campaigns to attract new users at the optimal times. You can increase your user base by aligning marketing campaigns with these periods of heightened interest!

2. Optimizes user engagement levels 

When you have a better understanding of app store conversion rates and seasonal trends, you can tailor your content, promotions, and messaging to match user interests at specific times of the year. For example, you can update your app store listing and metadata, as well as introduce new features for a limited time.

This not only optimizes your seasonal engagement strategy, but it also improves the user experience and establishes a pristine reputation, giving you a competitive advantage.

3. Gives you a competitive edge and relevancy

Assume there is a Black Friday sale on every shopping app on your phone except one. Which app would you avoid making any purchases on? The one without any promotions, correct?

App seasonality is frequently seen in the competitive landscape. Knowing when competitors will launch promotions, updates, or special events allows marketers to strategically position their apps.

Understanding the nuances of app-specific seasonality can help you stay competitive and even gain an advantage over other similar apps. For example, if they are offering a 10% discount or a 1-month free trial, you can take it a step further and double the discount or trial period. That would make you more desirable, relevant, and competitive.

4. Helps you develop retention strategies to stretch seasonal success

Different seasons frequently result in varying levels of user engagement and activity. Understanding these patterns allows marketers to create targeted retention strategies.

For example, during a slow season, you might want to use re-engagement campaigns or exclusive content releases to keep users interested. These efforts will mitigate the post-season drop and help to build a sustainable user base in the long run.

5. Allows you to strategically allocate resources

varying resource demands are caused by varying seasonal patterns of an application. You'll need to make prudent allocations, whether it's for your workforce or your marketing spending. However, you can only do that if you admit that the seasonality of the app store affects your app!

Identifying the busiest times of year for your app will help you manage resources effectively. To make sure your marketing plan is successful, you'll use a larger marketing budget and hire seasonal creatives during peak season. Nonetheless, you can save money and resources during the off-season.

That's the formula to get your app's maximum return on investment!