By Megan Marrs
Media and entertainment apps are a huge force in the world of mobile. From music and video apps, to social and sports, media and entertainment apps come in all kinds of styles and sizes.
These apps are usually focused on a variety of goals, including boosting revenue through paid subscriptions and building user engagement with killer messaging.
Today, we’re highlighting 6 marketing campaigns all media and entertainment apps should give a go – we’ve got something for every app, so check them out and see what rings true for you!
1. Upgrade to Paid
Encourage app power users to upgrade from freemium to premium.
Many media apps start off appealing to new users by providing a free version of their app. While the freemium version should provide plenty of value for the average app user, the paid version of the app will offer even more features and value that diehard users will desire.
Apps should pinpoint their power users and promote the paid app version, highlighting the benefits and upgrades that the premium app provides.
To help push users towards a conversion, run deals and discounts for upgrading, and let power users know about these specials through push and in-app messaging.
In-App Message Example: You’ve used up your daily limit of 3 video views – upgrade to a Pro subscription today for $5/month and watch all the videos you want!
Spotify provides a great real-life example below, advertising their 3 month pro subscription for 99 cents via a push message.
2. It’s That Time Again
Customize campaigns for specific times and activity trends.
Media and entertainment apps have been shown to have highest usage during the morning and evening. Track what time users are most frequently using your app, and then engage with users appropriately.
Music apps might promote their Morning Pump Up playlist for workers wanting to jumpstart their day, while a podcasting app could send a push message to users encouraging them to download the morning news.
Push Message Example: While You Slept – Get the Latest News in Your Morning Podcast.
3. More Of A Good Thing
Suggest interesting content based on a user’s past behavior data.
Media and entertainment apps can boost engagement by alerting users to new content that may interest them.
You have data on your users – so use it! Apps should always be digging into user data to better understand their users’ interests and tastes. Learn what your audience likes, and then deliver more relevant content on what they love to keep them happy!
A music app could track a user’s favorite genre of music, and then suggest new artists or songs based on that data.
In-App Message Example: You’ve listened to the entire Wicked soundtrack – why not check out music from the new hit musical Hamilton? Listen now!
YouTube is a great example of a real app that does this quite well. YouTube knows that I watch a LOT of videos about Game of Thrones (#TeamTargaryen). We’re talking hours of ice-and-fire-oriented tinfoil theories.
In the example below, YouTube uses my watch history, combined with what’s trending, to send a push message promoting a video I’ll likely enjoy (if you’re curious, I did watch this video, and absolutely loved it!)
4. We Have Awesome New Features to Show You!
Let users know about new app updates & features.
When you know your app has features that users go crazy for, go ahead milk those features for all they are worth.
See where users spend the most time in your app, or examine what elements of your app get the most love from fans. Once you know what aspects of your app users enjoy the most, you can update them on any new releases that might excite them and drive engagement.
Snapchat’s swipeable stickers and selfie filters are favorite features for many users, so Snapchat might consider sending a push message when a new filter or sticker is released.
Push Message Example: Have you ever dreamed of becoming a unicorn? Turn those stardust dreams into reality with our new unicorn selfie filter – try it now!
5. The Peer Pressure Push Message
Update users on what their friends are doing in the app.
For all apps, regardless of long-term goals, engagement is a vital metric to consider. Social media apps have a unique advantage since there is so much happening on social media at any given time.
Social media apps can drive engagement with users by highlighting what their friends and folks in their network are up to. Take advantage of the FOMO (Fear Of Missing Out) effect to boost engagement by reminding users that they could be missing out if they don’t log in!
Push Message Example: 3 of your friends have commented on Stacy Greenar’s new photo – see it for yourself!
Facebook’s app does a pretty good job of this, notifying users when friends have commented, uploaded new photos, or invited you to join in on a game, among plenty of other actions.
6. Don’t Forget What Happens IRL
Incorporate timely, local, or pop culture events into app messaging.
Entertainment and media apps can use pop culture or industry-relevant events to keep users in the know and build engagement.
Incorporating timeliness or pop culture into messaging develops your relationship with users, showing that you’re a trusted source of knowledge that can keep users up-to-date on events that are important to them.
Music apps might consider letting users know when a band they’ve listened to is performing nearby, while a sports app may keep users informed about World Cup updates or their team’s incredible winning streak.
Media apps like Netflix, Amazon Prime Video, or Hulu might consider letting users know when a favorite show they’ve binge watched is up for an Emmy award (and could drive users to vote).
In-App Message Example: We know you can’t get enough of iZombie – vote and help them win an Emmy award!
These are just a few of the great campaigns you can run with media and entertainment apps!
Do you have any other creative ideas for great campaigns you might want to run? Share your thoughts in the comments!