Mobile App Marketing Trends 2024 (ASO, UA, Design)
Tags: webdev, mobile, mobileappdevelopmentservices, programming
Published: 2024-03-06 05:33:50


The year has just begun and we want to take advantage of this month of January to review the main trends that we will find in the world of [Mobile App development company](https://www.sparkouttech.com/mobile-application-development/) Marketing and Mobile Growth in 2024 . In our article today, we are going to focus on 3 key aspects of App Marketing to structure these trends a little: User Acquisition (UA), Design and UX/UI, and App Store Optimization (ASO).

**Trends in User Acquisition (UA) for 2024**

In this section we will talk to you about the trends in user acquisition for the beginning of the year 2024 . Some will be familiar to you since in 2023, they have already begun to be booming for app marketers, but in this new year they promise to evolve and perfect themselves to be more support tools for the community.

**AI or artificial intelligence**

It is expected that in 2024 the use of AI for user acquisition will increase and that there will be more and more tools to create “prompts” or requests to these tools and obtain the desired content for the campaign. There will also be more platforms that deliver these requests, offering you the text, image, video and audio content that you request. In addition, AI applied to campaign optimization tools will allow you to automate segmentation and budget adjustment rules, offer predictive analysis and conclusions drawn from data managed by the tool in question.

Here are some examples of AI applied in user acquisition strategies for apps:

Preparation of campaign copies
Preparation of creative designs
Preparation of videos and audios (voice-over) for campaigns
Automation tools that optimize campaigns with real-time data
AI algorithms that analyze user behavior and offer you the content appropriate to your interests and needs.

**Augmented reality**

Although it turns out to have a high development and production cost, augmented reality and virtual reality are increasingly present in many apps and advertisements , such as fashion e-commerce that allow their users to see how a garment would look on them in front of a mirror. virtual. Another example is multinational e-commerce that allows you to see what an X-inch TV would look like in your living room.

Marketing strategies could include these new technologies to offer immersive experiences to users who view the ads , such as on TikTok which, thanks to its filters, can turn your ads into an interactive experience to put the user in your pocket and get your download or purchase.

**Influencer and content creator marketing**

As soon as this trend of influencer marketing started , we knew it was to stay. More and more brands have the support (in exchange for a financial amount or in kind) of influencers or content creators since they usually have an impact on the decisions of potential users.

Although in general terms they are usually treated equally, at PICASSO we like to differentiate these profiles, since from our point of view, influencers play a more aspirational or celebrity role and therefore tend to have a higher cachet; while content creators may be profiles with a smaller number of followers or not as famous, but be characterized by having a community of very loyal followers and a “very niche” profile .

If you have the appropriate budget, the ideal is to combine these two types of profiles and test promotional actions for your app, giving a more segmented approach with profiles whose audience matches yours.

**Short video**

This increasingly popular format is going to explode in 2024. We have more and more visual stimuli on social networks , and in the most popular ones like Instagram and TikTok, video is the king format. So you have to make short videos that capture the attention of your potential users in the first 2 seconds , since they will not give you much more time if they are not interested in this time interval.

**Why use short videos in app marketing?**

They grab attention quickly
They are consumed quickly
Adaptable to the main video consumption networks: Instagram Reels, TikTok, YouTube Shorts
Social networks prioritize this content at the viewing level and their algorithms give it more relevance
They hook and can go viral
Increase user interaction and participation

According to data.ai predictions, in 2024, microblogging apps will potentially lose 66 million active users and this will benefit apps that promote the consumption of short videos, such as TikTok.

**TikTok grows at a record level**

According to the report mentioned in the previous graph, TikTok is expected to become the highest-grossing application in history, approaching $15 million in 2024.

Cumulative spending on TikTok year to date in 2023 is up 70% year over year, being 3.7 times faster than Candy Crush Saga. TikTok began seeing a significant increase in revenue in 2016 , experiencing stronger growth in recent years. By December 2024, the average TikTok user is expected to spend 40 hours a month on the app , 13 hours more than on YouTube. In addition to reaching a milestone in consumer spending, TikTok is poised to capture both our time and our money, so if users consume time on TikTok, we must invest in this network to acquire users.


**UX and personalization**

That everything has to be adapted to Mobile app development company devices perhaps goes without saying, but what you cannot forget is that the user experience between your ad and the app must be very careful . For this reason, we give you some keys to improve this user process and reduce friction for the user to perform the target actions:

Deep Linking: although at the development level it takes time, it is important to redirect the user to a specific section of your app or mobile game (being the section where he or she expects to land after installing or opening your app) after clicking on your advertisement. This will provide the user with an optimal experience and will be closer to converting to the desired action.
Custom Product Page: not only can you use them in Apple Search Ads, you can also activate them in Google Ads for the Google Play Store and in Meta Ads for both operating systems . You're likely to improve your campaigns' click-to-install conversion rate if users see an app store listing that communicates the same thing as the ad they just clicked on.
Micro segmented ads: if your app or mobile game has several user segments and the content you show in the ads depends on it, the importance of micro segmentation will be relevant when planning your campaigns, since you can improve your CR to install thanks to proper demographic segmentation and the ads adapted to it that you show to your potential users.

**Privacy & Security**

Marketing and user acquisition strategies in apps and mobile games will increasingly be aimed at being more transparent and respectful of user privacy . Apps and mobile games that lead by example will gain a positive perception among users.


**Mobile App Design Trends for 2024**

We continue with design trends and this year 2024, the design of mobile applications is strongly influenced by various trends that significantly impact the aesthetics and functionality of digital interfaces . From Glassmorphism to Parallax, which provide exciting opportunities to enhance the user experience in the field of mobile applications, many trends are developing that we will see in more detail below.

**Glass Morphism**



The Glass Morphism trend focuses on the aesthetics of frosted glass, giving transparency and depth to mobile interfaces. By using transparency to overlap visual layers, this technique creates the illusion of elements on different planes. The key to successfully implementing Glass Morphism lies in subtlety, requiring careful selection of colors and precise adjustments in opacities and reflections to achieve a pleasing visual balance.

**Brutalism**



Inspired by the architecture of the same name, Brutalism in mobile design adopts an austere and provocative minimalism . Based on modularity and the separation of blocks, it seeks to generate striking visual contrasts. When designing with Brutalism for mobile apps, it is crucial to play with size contrasts and maintain visual coherence for an engaging and functional experience.




**Animated Gradients**



Animated Gradients are emerging as a powerful trend in mobile application design, introducing a dynamic dimension to digital interfaces . These complex gradients offer visually appealing backgrounds, capable of evoking specific emotions. When working with animated gradients, it is recommended to take advantage of their complexity to introduce depth and visual sophistication, considering the psychology of color to effectively convey messages.

**Hyperrealism**



Hyperrealism in the design of mobile applications seeks to recreate real-world objects and environments in an exceptional way. Using photorealistic rendering, 3D modeling and advanced animations, it offers immersive experiences . The balanced application of advanced techniques is essential to avoid overwhelming visual loads. Hyperrealism establishes a deep emotional connection, generating brand loyalty through mobile interfaces.

**Parallax**

The Parallax technique persists as an effective visual strategy for creating depth and attraction in mobile app design . The three-dimensional illusion is achieved by moving elements at different speeds. When working with Parallax, adaptability to different mobile devices is key to ensuring a smooth experience . In this context, finding the balance between aesthetics and functionality enhances the visual narrative of mobile applications effectively.

By incorporating these trends in UI/UX design for mobile apps, creators not only elevate the aesthetic aspect but also improve the user experience significantly. In 2024, it's not just about following visual fads, but creating lasting experiences that drive mobile app success. The combination of Glass Morphism, Brutalism, Animated Gradients, Hyperrealism and Parallax offers a wide spectrum of possibilities for designers to set the tone in the progressive evolution of the mobile products they develop.

ASO trends for 2024

We continue with the third and final block of this article, and in this block we will talk about App Store Optimization . Well into this new year 2024, you have to be thinking about the planning and optimization strategy of your apps in the App Store and Google Play . To try to help you focus your ASO strategy for 2024, we have compiled a series of points that you should take into account to optimize the organic results of your apps .

Focus on conversion
The on-metadata visual elements are of vital importance for correct optimization of the ASO listing conversion. By maintaining the same volume of traffic and improving the conversion rate, a greater volume of downloads will be achieved , and not only that, but the store itself, upon detecting a good conversion rate, will understand that your app is of interest to the user and This will improve the visibility of the app in both search and navigation results.

To try to improve the conversion rate, it is important to constantly test the visuals , through the A/B testing tools of the App Store and Google Play. This will allow you to understand which visuals are most attractive to users. Keep in mind that in both stores you can test the icon, the video (you can also test a tab with video vs another without video) and screenshots, and exclusively on Google Play you can also test the function graph.

Using in-app events and promotional content from the App Store and Google Play to inform your audience about the latest news about your app, live events and special offers can also somewhat have a positive effect on conversion.

And finally, personalized product pages , both for the App Store and Google Play, can also be a very positive practice in order to improve conversion, especially for those users who reach the listing through paid acquisition campaigns. .

Prioritize user retention
While visibility and conversion remain crucial, both Apple and Google also place a lot of importance on user behavior after downloading, so good user retention will give a boost to the visibility of your app both in the results. search as well as navigation.

Acquiring users is increasingly difficult due to increasing costs and competition, so working on a solid retention strategy to ensure that the maximum possible users who download the app do not uninstall it shortly after will be very important to optimize this metric.

**AI is inevitable**

As we saw previously, although artificial intelligence has existed for years, in 2023 we have experienced a significant boom, and in 2024 we foresee it continuing along the same lines.

AI tools can help you a lot in ASO issues, as long as you use them as a complement to a defined strategy, previously validated and supervised or directed by a professional. Some tasks that can be automated with the use of AI tools such as ChatGPT are the writing of files, the streamlining of keyword research, the location of files or increasing the average score by giving adequate responses to users, and even the generation of creatives for testing.

In this sense, Google wants to lead all this change just as it happened with internet search engines. Therefore, they are beginning to incorporate this technology in the developer console to support certain tasks such as writing new texts for listings through prompts, summaries of user comments or automatic text translation as you can see in the following image.

**In-App Events and Promotional Content**

In-app events and promotional content are becoming an important part of promoting apps in app stores, and both Apple and Google highlight these features to drive user engagement.

In-app events in the App Store serve as promotions that direct users directly to your app , showcasing new features, live events, exclusive previews, or special offers. Apple highlights these events, amplifying your app's visibility and engagement with your users , thereby improving retention.

Promotional content on Google Play can be displayed as a banner within app listings , acting as a gateway to limited-time events or new content releases, reigniting interest among new and returning users.

Not making use of these events and content can mean that your app is not taking full advantage of the visibility that both Apple and Google make available to you. A well-executed campaign engages users at various stages of engagement, whether welcoming new users or reactivating past interactions.

**Brand protection vs. Cannibalization**

User acquisition through paid campaigns is the main source of traffic for the vast majority of apps, and both Apple and Google are giving increasing visibility to the results that come from these, taking it away from organic search results. and navigation , especially in Google Play, where for search results, the first 3 results are paid, while in the App Store only the first one.

For this reason, the circumstance arises that your own acquisition campaigns may be cannibalizing the organic traffic of your app . But on the contrary, if you stop doing these campaigns, it will most likely be your competition that ends up taking the paid traffic, so you should put this situation on a balance, test both strategies and measure results to see how you can optimize your traffic and your downloads.

With this list of ASO trends for 2024, we do not mean that we should neglect the ASO optimization of product sheets. Keyword research and the correct optimization of the different text on-metadata fields will continue to be vital for correct indexing of the content and keywords.

Finally, we remember that in this entire digital environment it is vital to adapt to the new features of the app stores and the changes in their respective operating systems, as well as understand the fundamental best practices and, at the same time, be attentive to periodic releases of new features from Apple and Google.

**Trends in apps for 2024 – Conclusions**

As you may have seen in this article if you got this far, 2024 promises to be a year of many trends and evolutions in the mobile marketing sector , and we hope that with this article you are a little more prepared when working on your [Mobile app development company](https://www.sparkouttech.com/mobile-application-development/) strategy.