Bluesky is an invite-only in-beta social media network looking to enter a similar space as Twitter. While the app made news when it launched on iOS back in February and on Google Play in April, it wasn’t until last week that it went viral enough to reach the mainstream. Bluesky experienced an uptick in awareness and celebrity signups, but which marketing opportunities should UA Managers be careful not to neglect and what does that mean for you?
Keep Up to Date on Industry Trends to Identify Opportunities Before They Go Mainstream
When an app has a meteoric rise, it’s important to get on board with your marketing strategy as quickly as possible. This creates an opportunity for you to ride the wave of someone else’s news cycle. That’s why it’s important to monitor these trends as they occur. Even though the app’s news cycle catapulted at the end of April, the trend was noticeable at the start of the month and something to prepare for.
The good news is that even by optimizing your marketing strategy today you can avoid leaving money on the table.
Make Sure Your Keywords Are Up to Date
You’ll want to research the app and understand how it could be relevant to your business. Substack introduced its Notes feature for shorter posts in April, expanding access to the thoughts of its content creators. Knowing that Bluesky is currently invite only, there’s an opportunity for Substack and other apps that might have some level of overlap in interest. They can use this time to update their target keywords based on Bluesky’s rankings.
But how could you achieve a quick win without waiting to see if you’re able to improve your ASO rankings organically?
How an Apple Search Ads Campaign Can Boost Your UA
Apple Search Ads campaigns are a great way to create custom campaigns that target specific apps and use cases. They prevent you to overhaul your app’s App Store product page in a way that might be less relevant to your core users. Adding bluesky as a keyword to your search results campaign could take you to the top of the rankings anytime someone searched for the app. That is a big win during this news cycle. And it has the added benefit of potentially boosting your ASO as a result of improving conversion rates. Take a look at some of Instagram’s custom product pages as an example of how to implement the strategy.
Instagram has its default App Store product page and messaging that represents 77% of its impressions — according to MobileAction’s SearchAds.com data. It highlights functionality for the app that they think will best convert the most users from their product page. But notice how different the visuals and messaging are for Instagram’s custom product page that targets Snapchat or TikTok searchers. That page still highlights features of the app, but the messaging and visuals are tailored specifically for users that might be interested in Snapchat or TikTok features. This is a strategy that can be applied to any type of app.
Now’s the time for apps like Twitter, Substack, and Mastodon to gain downloads from people searching for Bluesky. We recommend using custom product pages to set up ad variations in Apple Search Ads search results campaigns to provide a quick win in terms of showing targeted messaging for people looking to download a social media app that they might not even have an invite code to yet. Make sure to keep up to date on UA trends. This will help you to identify optimization and growth opportunities for your own app.
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MobileAction provides seamless AI-powered Apple Search Ads campaign management and complete app store marketing intelligence. It is backed by 5+ million keywords tracked and a library of 60+ million ad creatives from 50+ ad networks.