March 2022 Mobile App UA and Creative Roundup

March 2022 Mobile App UA and Creative Roundup

Our March 2022, Mobile App UA and Creative Roundup brings you our new TikTok infographic on the UGC market and the trends you should be watching. Also, see the latest Snapchat UA updates and our newest white paper: TikTok UGC Ads: 2022 Creative Guide.

Please join us at our 3/31 Webinar: The UA Formula to Beat Ad Fatigue and Increase Creative Success. The discussion is about finding fresh ad creative concepts and where to go next when you think you’ve tried everything.

We are hiring across all departments for fully-remote positions! Read our blog post to hear firsthand from our animation team in Mexico, and learn why we keep actively pursuing international talent, year after year.

As the mobile advertising ecosystem has evolved, we have focused on being a reliable source of mobile app industry insights and trends. Want to discuss how UGC ads can improve your marketing mix? Let’s talk!

 

See Our Creative Work in 30 Seconds

UA and Creative Trends in March 2022

 

ugc advertising in 2022 infographic banner

[TikTok Infographic] UGC Ad Guide

See how UGC ads increase conversions, get insight into the growing UGC Market, and discover UGC advertising trends.

 

tiktok ugc ads creative guide[TikTok Whitepaper] UGC Ads: 2022 Creative Guide

UGC on TikTok, Snapchat, and Instagram is driving profitable UA across all app categories and presents a massive opportunity for marketers.

 

snapchat ua hot tips and updates march 2022Snapchat UA Hot Tips and Updates For March 2022

UA teams looking to tap into the Snapchat market should check out these new features to enhance their advertising capabilities.

 

animation talent in mexico

Animation Talent Based In Mexico Expands Capabilities For Our Clients

Discover why Mexico is a rising star for CGI, 3D animation, and motion graphics and hear from our Mexico-based team on emerging trends.

 

Google Paid Search Best Practices

Paid Search Best Practices: Responsive Search Ads

As advertising ecosystems increase Paid Search automation, Responsive Search Ads are a critical capability to drive higher performance.

 

TikTok UGC Ads Creative Guide

tiktok ugc ads creative guide

From micro-influencers and reaction videos to captions and meta-commentary, UGC ads across social networks— and on TikTok in particular— are a critical part of any successful growth marketing strategy. Get insights on this massive opportunity for marketers in our newest white paper: TikTok UGC Ads: 2022 Creative Guide.

Download this comprehensive report for details on:

  • The current state of UGC on social media platforms
  • Latest industry investments in video content and creator ecosystems
  • Current UGC trends and motivational triggers
  • Updated best practices for UGC ads for TikTok

 

Google Paid Search Best Practices

Google Paid Search Best Practices

Paid search is a darling of data-driven marketing for good reason: it is a user-initiated opportunity to provide value. For each user query, an advertiser can provide the right answer to a declared need. Similar to Programmatic Dynamic Creative Optimization, Responsive Search Ads use contextual signals to assemble text assets predicted to perform best for each individual user’s search query.

Discover the best practices to make the most out of Responsive Search Ads. Google’s RSAs became the default ad format in 2021 and will be the only ad type for new paid search text ads after June 2022. Now is the best time for marketers to embrace this efficient AI-driven process.

We offer Paid Search through Brainlabs! Contact us at Sales@ConsumerAcquisition.com to discuss the benefits of adding Paid Search to your marketing mix.

Upcoming Webinar in March 2022

March 2022 Webinar

Register for our 3/31 Webinar: The UA Formula to Beat Ad Fatigue and Increase Creative Success

To stay ahead of creative fatigue, we developed the Ad Concept Model as a tool for creative teams to overcome creative slumps. This reusable framework uncovers fresh ideas to discover “where to go next” when you think you’ve tried everything. David DeJong, Group Creative Director for Consumer Acquisition by Brainlabs will discuss how to develop your own Ad Concept Model that supports 30-50 new concepts. Create lanes for your creative team to explore while eliminating unfocused ideation that doesn’t align with your target personas, motivations, or trends. Use this tool and find your next winning ad!

 

Join Our Team!

Fully remote distributed team

We are hiring across all departments for fully-remote positions! Read our blog post to see how working remotely has immense advantages for work-life balance, productivity, cost savings, and more.

Our employees with families appreciate having the flexibility to attend their children’s events or family appointments as they need to. Employees who love to travel enjoy working from anywhere they like. Working with us, night owls and early birds all have a chance to thrive. And everyone benefits from working with people from different cultures and different perspectives.

See all of our Global-Remote openings

 

Consumer Acquisition in the News

 

 

creative reels March 2022

More Creative Trends

Helpful Content

For more information on the UA trends we will be watching in 2022, please contact sales@consumeracquisition.com.

Influencer Marketing and UGC Advertising in 2022 Infographic

Influencer marketing and UGC advertising on TikTok, Snapchat, and Instagram are driving profitable UA across all app categories and present a massive opportunity for marketers. From micro-influencers and reaction videos to captions and meta-commentary, UGC ads across social networks— and on TikTok in particular— are a critical part of any successful growth marketing strategy.

Our white paper 2022 Creative Guide to Influencer Marketing and UGC Ads shares expert recommendations on influencer marketing with user-generated content. Data from the white paper is summarized in this infographic Influencer Marketing and UGC Advertising in 2022.

 

Influencer Marketing and UGC Advertising in 2022

UGC Advertising in 2022

Sources

See all data cited in context in our whitepaper: 2022 Creative Guide to UGC Ads.

Want better results from UGC for TikTok, Instagram, Facebook, or Snap?

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers. These include Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

The mobile advertising ecosystem has evolved. During this evolution, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Working with a knowledgeable marketing partner that can provide extensive quantitative creative testing ensures you get the best performance from your UGC ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

DOWNLOAD UGC Infographic NOW

TikTok UGC Ads Creative Guide


UGC on TikTok, Snapchat, and Instagram are driving profitable UA across app categories. Get expert recommendations on advertising with user-generated content in our new TikTok UGC Ads Creative Guide for 2022.

TikTok UGC Ads Creative Guide

2022 Edition

  • See how TikTok, Snapchat, or Instagram are investing in UGC
  • Understand how different styles of UGC ads work
  • Drive performance with improved UGC ads

Section 1: Advertising in the Creator Ecosystem

UGC on TikTok, Snapchat, and Instagram is driving profitable UA across all app categories and presents a massive opportunity for marketers. Based on managing $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers—including $102 million on TikTok— we are sharing expert recommendations on advertising with user-generated content. From micro-influencers and reaction videos to captions and meta-commentary, UGC ads across social networks— and on TikTok in particular— are a critical part of any successful growth marketing strategy.

Through social media, brands and consumers are enjoying an ever-growing symbiotic relationship. Consumers want to interact with and shape brands according to their own creative impulses. Conversely, brands inspire new content from consumers driven by genuine interest and trust, making content more transparent and credible. As consumers consider different brands, content created by people not “officially” part of the brand is deemed as trustworthy or authentic. The high value of authentic content is precisely what marketers are leveraging by sponsoring influencers or creating ads with regular people to mimic typical UGC.

UGC Reel
© Glu Mobile

 

Creators and Influencers, Micro and Mega

Influencers reach their status through their UGC and at least 50 million people worldwide consider themselves “content creators.” Looking at 2022 trends, Instagram reports, “creators have risen to the level of A-list celebrities. 1 in 4 13-24-year-olds agrees micro-influencers with loyal and highly engaged audiences are most important when creating new trends.” However, for effective advertising, Instagram recommends focusing on smaller creators: “people are influenced by shared interests, not necessarily popularity… consider expanding your creator partnership scope to include micro-influencers with highly engaged audiences.” Research firm RealEyes, analyzing TikTok content through attention metrics, confirmed: “the creators with the biggest followings didn’t necessarily deliver the best attention and engagement for brands.”

TikTok is the third most popular worldwide social platform following Facebook and Instagram, projected to reach a 25% market share by 2024. According to a TikTok-commissioned study by Kantar of 25,000 participants, ads on TikTok were perceived as “more favorable” than ads on other tested platforms, with 10% better ad receptivity. TikTok’s 2022 recommendations for successful ads encourage advertisers to “align with the native TikTok experience.” This means “lo-fi” video, “human, unpolished content,” direct address to the camera, voiceovers, and text overlays— all characteristics of the content TikTok users are already making and consuming.

TikTok UGC Ads
© Roblox

 

UGC Ad Effectiveness

UGC ads—with mega influencers, micro-influencers, or just regular people—leverage shared interests and relatable human experiences so effectively they consistently outperform other ad styles.  A report from analytics company Comscore showed that combining UGC and paid content increased conversion by 28%. Research from RealEyes found that UGC ads outperformed other ad formats in holding attention, scoring 20-50% higher than conventional ads on the same topic. Grand View Research reported that user-generated video gets 12 times more engagement than any other type of UGC.

With the loss of Apple’s IDFA and the development of Google’s Privacy Sandbox, one-size-fits-all, middle-of-the-pack ad creative won’t be optimized by deterministic tracking. To compete for relevant audiences, mobile app advertisers have no choice but to use contextual, motivation-led ad creative to target high-quality top-of-funnel users. Krystel Bitar, Global Gaming Product Manager at Facebook emphasized in an interview how critical creative diversification based on motivation is: “it’s time to make different creatives inspired by these motivators. The more unique these are, the easier it will be to ultimately determine what has attracted its audience.”

Just as TikTok and Instagram highlight, UGC-style ads are uniquely impactful because they highlight “shared interests” and “a genuine sense of engagement and conversation.” That authenticity comes from understanding a user’s interests, motivations, and desires and effectively attracts target audiences.

TikTok UGC Ads
Source: Consumer Acquisition by Brainlabs

 

The Growing UGC Market

As creator ecosystems have evolved, marketers are setting aside budgets for influencer marketing campaigns that appear authentic, created in the same style as unpaid, organic content. By 2021, the UGC market reached $3.58 billion globally, with an expected CAGR of 26.6% from 2021 to 2028, amounting to a staggering $18.65 billion by the end of the period. Enterprise claims 64% of this market, while individuals account for the remaining 36%. Audio and video content generated the most revenue at 32% of the total share. In particular, video ads offer a very high potential for shareability, as a whopping 92% of users are likely to share this kind of content on their social media accounts.

Research from CreatorIQ has shown that two out of every three brands have increased their budgets for creator campaigns, with 96% of brands and 88% of influencers regularly using Instagram Stories. Influencer marketing as a sector is expected to increase by 19% over 2022, reaching $16.4 billion. According to a survey conducted by Influencer Marketing Hub, 77% of marketers replied they would set aside an influencer marketing budget in 2022 to capitalize on this rising trend. Of those planning to do so, 68% also claimed they would further increase the budget over the next year, with a majority of them committing to 10-30% of their overall marketing budget.

DOWNLOAD TikTok UGC Ads Creative Guide NOW

 

Section 2: Investments in UGC from TikTok, Meta, and Snap

TikTok Expands Video Length

Following last year’s bump up to a 3-minute limit, TikTok now embraces longer-form content with a 10-minute limit. Now in direct competition with other popular video content platforms, TikTok is poised to capture more traditional markets. This extension was eagerly awaited by creators interested in making in-depth tutorials, lessons, or those looking for more room to expand their creative approach without having to split their content throughout multiple videos. Efficient monetization of short-form videos can be challenging and advertisers benefit from the 10-minute format, as it allows for more convenient ad insertion and performance. This change also translates to more variety in supported ad formats. The update comes after extensive testing in which TikTok proved it could successfully extend user engagement in the app.

Meta Focuses on Video Content

With unprecedented competition from TikTok, Mark Zuckerberg has prioritized short-form video, according to a Bloomberg report. Facebook’s global release of Reels to 150 countries signals Meta’s change in directive, intended to get Facebook back in shape to stand a chance in the increasingly competitive social media market. The allure of Zuckerberg’s long-term vision through the Metaverse needs concrete drivers in the current environment, and he’s betting on marketable video content.

Just as TikTok adjusts to the market, Meta is evolving to keep up with social trends and expectations. Previously, only invited creators were paid by the number of views through Facebook’s Reels Play Bonus program. With this update, Reels is a renewed source of revenue for creators through new features:

  • Overlay Ads: Ad revenue for this format will be directly shared with creators, offering them a 55% cut of the total revenue.
  • Length is irrelevant: All Reels will be monetized the same way, regardless of their length.
  • IG monetization through cross-posting: Creators can monetize their IG Reels by posting them on Facebook.
  • Stars for Reels: Creators can now be paid directly by fans through Stars.

Advertisers can maintain control over their ad placement on Reels through Publisher Lists, Blocklists, Inventory Filters, and Delivery Reports. Meta also intends to optimize Reels accessibility across the platform through Stories and Feeds, while planning to enable Instagram crossposting in the future.

TikTok UGC Ads
Source: Meta Blog

 

Snap Expands Creator Opportunities 

Snap Inc. reported 319M daily active Snapchat users for Q4 2021, and a record-breaking revenue high of $1.3 billion, showing their investments in creator features are paying off. Since Spotlight’s debut in early 2021, Snap has paid out over $250M to over 12K Spotlight creators throughout the year, marking a strong entrance into the UGC market. The company continues to highlight and expand UGC capabilities and opportunities.

Discover syndicates video content from Spotlight creators with viewers subscribing to individual creators at double previous rates.  Partnerships with Sony Music Entertainment and NBC Universal give Snapchatters access to an extensive library of songs and sounds. Snap’s Original “The Me and You Show,” which stars Snapchatters and their friends using the Cameos feature, reached over 50 million viewers. Snap’s Spotlight Challenge with Kim Kardashian West and Kris Jenner generated the most submissions ever for a challenge. And a Spotlight Challenge with Mariah Carey inspired the creation of over 3.5 million videos featuring “All I Want For Christmas Is You.”

Several new features and opportunities for creators were also introduced in Q1 2022. Snap Stars can now place mid-roll Ads in their Stories. This feature lets creators earn a share of the revenue generated by these ads while advertisers enjoy a new opportunity for high-value placement of their content. Snap has renewed and expanded its content deals with Disney, NBCU, and ViacomCBS, including numerous high-profile shows that can now be shared freely on the platform and used for creator content. Snap also launched 523, a program dedicated to supporting small, minority-owned content companies. The first cohort of 20 winning startups receives $60K in funding to help them create content for Discover.

Social Platforms and Streaming UGC

People love to watch other people playing games. As social platforms increase streaming and interactive video capabilities, audience engagement with UGC only increases. Meta has captured a sizable portion of the game streaming market through Facebook Gaming, launched in 2018. More recently, Tiktok announced its own Live Studio platform, hoping to use the platform’s explosive growth to compete with streaming giants like Twitch and YouTube. Each social platform incorporates game streaming in its own way, unique to its brand and user interface. This is equally true for marketers; ads should be specifically tailored to the environment according to the platform’s expected behaviors. For UGC, it’s all about matching the authenticity of creators with ad concepts that resonate with their content and personality.

TikTok UGC Ads
Source: Mobile Marketing Reads

 

Section 3: UGC Advertising Creative Trends and Motivational Triggers

Creative trends are like fashion – they keep changing and going in and out of style. Analyzing these trends gives advertisers a broad view of what creative is working and what isn’t across a category. Advertisers can reduce their failure rate by building on what is working using an endless supply of tested concepts and trends.

Facebook Ad Library lets marketers see every ad currently running on Meta’s ad network. TikTok For Business surfaces trends and Top Ads by genre, based on reach, engagement, and viewing duration. For implied success metrics, advertisers can also use Mobile Action, SensorTower, or AppAnnie competitor libraries. AdRules, our SaaS platform, analyzes 3.5 million videos and is updated daily.

Based on information from Facebook Ad Library, TikTok For Business, and MobileAction, here are ad creative trends we’re seeing for UGC ads:
  • Faux testimonials using actors to deliver a key message
  • Actual testimonials with real users to deliver a key message
  • Influencer testimonials using paid celebrities to deliver a key message
  • Third-person video of playing, winning or using the app
  • POV video of playing, winning or using the app
  • Picture-in-picture footage of user and app at the same time
  • Social posts that reference the app
  • Tips and quizzes from actors using direct address
  • Casual real-time commentary and reactions
  • Highlighting emotional benefits of user experience with the app
  • Highlighting social connection or communication in or about the app

Whether your mobile app is fintech, fashion, or fitness, understanding user motivation is critical for a successful user acquisition campaign. Through “human, unpolished content,” UGC ads can effectively address common motivational triggers across genres and categories.

User Motivations for Gaming Apps

  • Excitement: I want fast-paced, explosive action
  • Social Connection: I want to play with friends or compete against others
  • Expertise: I want to strategize for mastery
  • Success: I want to complete, level up, and win
  • Escape: I want an immersive experience
  • Creation: I want to customize, explore, and experiment

User Motivations for Dating Apps

  • Love/Friendship: I want an authentic connection
  • Casual: I want a variety of casual connections
  • Thrill: I want exciting new possibilities
  • Ease of Use: I want simple onboarding and customization
  • Validation: I want to feel good about myself
  • Trendiness: I want a novel or popular experience

User Motivations for Subscription Apps

  • Convenience: I want an experience that reduces friction
  • Cost: I want an experience that saves me money
  • Discovery: I want an experience that introduces me to something new
  • Consistency: I want a reliable experience
  • Access: I want to expand my experience
  • Belonging: I want a shared experience

User Motivations for Fintech Apps

  • Security: I want an experience that reduces my fears
  • Guidance: I want an experience that helps me learn more
  • Control: I want to make all of the decisions in this experience
  • Visibility: I want to see everything I need
  • Simplification: I want everything handled for me
  • Deal Seeking: I want something back

User Motivations for Telehealth Apps

  • Convenience: I want a streamlined experience
  • Expertise: I want proven methods, expert guidance, and reliable answers
  • Consistency: I want a reliable experience from a brand I can trust
  • Cost: I want to know I’m paying a fair price for access and services
  • Emotional Trigger: I want to feel understood and cared about

User Motivations for Productivity Apps

  • Organization: I want more clear and organized processes
  • Time-Saving: I want to do things more quickly and efficiently
  • Aspiration: I want the experience of self-fulfillment, accomplishment, and satisfaction
  • Emotional Benefit: I want to relieve stress and feel successful
  • Social Proof: I want to overcome doubts or objections through external assessment
  • Design: I want an experience that meets my aesthetic expectations

UGC Creative Trends and User Motivations in Action

TikTok UGC Ads
Source: Mobile Action

 

Top-ranking Casino game Blackout Bingo uses real-time playing and winning, along with side-by-side reactions. This ad appeals to users seeking fast-paced excitement, competitive social connections, and success.

 

TikTok UGC Ads
Source: Mobile Action

 

The music game Dream Piano uses first-person, side-by-side POV and highlights the social connection of playing the game. This ad appeals to users seeking social connections, expert mastery, and success.

 

TikTok UGC Ads
Source: Mobile Action

 

Action arcade game 1945 Air Force uses picture-in-picture with choreography synced to the on-screen action and music score. This ad appeals to users seeking excitement, expertise, and social connection.
On any given day, the top five mobile game ads on TikTok For Business Creative Center consistently show UGC creative trends in action, with users sharing creative testimonials of success, expertise, or excitement.

 

TikTok UGC Ads
Source: TikTok for Business Creative Center Top Ads

 

TikTok ads for the dating app Hinge almost universally use faux testimonials and direct address videos with text overlays that look like entirely native content. These ads appeal to users seeking validation, trendiness, and authenticity.

 

TikTok UGC Ads
Source: TikTok for Business Creative Center Top Ads

 

In contrast to TikTok, Hinge Ads on Facebook also use UGC, though in a notably different way: messages are screenshots within a social media post to showcase the meta-commentary. These ads appeal to users seeking authentic relationships, validation, and trendiness.

 

TikTok UGC Ads
Source: Facebook Ad Library
TikTok UGC Ads
Source: Facebook Ad Library

 

Lemonaid Health, the telehealth company promising “refreshingly simple” online healthcare and medication delivery, uses casual direct address commentary of emotional benefits in this UGC-style ad on Facebook. This ad appeals to users seeking expertise, consistency, and feeling understood.

 

TikTok UGC Ads
Source: Facebook Ad Library

 

Productive Habit Tracker, a productivity app helping people “build a routine of positive, life-changing habits,” mimics UGC so well it includes the “actor portrayal” disclaimer. This ad appeals to users seeking a sense of accomplishment, emotional benefits, and social proof.

 

TikTok UGC Ads
Source: Facebook Ad Library

 

Section 4: Driving Performance Through UGC Ads

Ad Concept Model

As dependence on upper-funnel campaigns increases due to automated buying and IDFA loss, mobile UA teams know they can no longer rely on the crutch of deterministic tracking to provide sustained financial performance. The deterioration of lookalike audiences and the black box of deeper funnel events means a user’s declared interests and contextual advertising are critically important for insights into user motivation and intent. Ad creative optimized to appeal to discreet personas is now the most efficient lever for sustained profitable user acquisition.

mobile app ad concepts

Based on over 100,000 videos and images we produce and test yearly for our clients, our research has shown that winning ads last only 10 weeks before they burn out. We have performed over 25,000 A/B and multivariate tests on Facebook, Google, TikTok, and Snap and have learned that 85-95% of new creative concepts fail to outperform the best ad in a portfolio. To survive in this volatile ad ecosystem, 20-50 new concepts are needed to find the next winning creative. And you’ll need to keep developing new concepts to stay ahead of creative fatigue.

To stay ahead of creative fatigue, we developed the Ad Concept Model as a tool for creative teams to:
  • Ensure ad creative aligns with your target audience
  • Use creative trends and user motivations to guide creative exploration
  • Develop 30-50 new ad creative concepts tied directly to your target personas
  • Organize and prioritize creative development
  • Track progress through evolving creative concepts
  • Overcome creative slumps with a reusable framework that uncovers fresh ideas
  • Discover “where to go next” when you think you’ve tried everything

Every app category or genre can leverage a unique combination of distinct emotional triggers and creative trends to attract users. Create lanes for your creative team to explore while eliminating unfocused ideation that doesn’t align with your target personas, motivations, or trends. In the empty model below, each box represents a different ad creative concept. User motivations appear along the horizontal axis and creative trends appear along the vertical axis.

See the model in action in our white paper: 200+ Mobile App Ad Concepts for TikTok, Facebook, and Google — 2022 Edition.

GameMakers Ad Concept Model

 

TikTok Media Buying Model

Our Media Buying Model uses a matrixed approach to systematize best practices for user acquisition campaign development. Any mobile app can leverage a unique combination of distinct UA strategies and campaign parameters to develop a robust testing harness for ongoing mobile campaigns across social platforms, including TikTok. The entire matrix is tailored to a respective ad network and operating system constraints.

Below is a sample Media Buying Model for TikTok. Geographies, languages, and bid types are all modified based on our client’s needs. Each campaign is structured to meet specific goals at the intersection of strategies and parameters. Here are trends we’re seeing in testing:
  • Creative: UGC creative is critical
  • Behavior Audiences, Interest Categories, Interest Keywords: Identify audiences to feed scale campaigns. Bridge volume of a broad and precision of LAL
  • Lookalikes, Time Zone Targeting, Broad Top Demo: Increase KPI performance
  • Behavior Audiences: Test video and creator interaction
  • Interest Keywords: Specific targeting but a limited scale
  • Time Zone Targeting: Broad targeting with dayparting splits

TikTok UA Media Buying Model

TikTok Creative Testing Recommendations

  • TikTok’s A/B testing capability is rapidly evolving, use Facebook Android if you can.
  • Test only two creatives at a time, due to two split audiences
  • Broad targeting recommended keeping CPMs low
  • Each ad set must spend at least $20/day
  • Split tests to run for 7 days, can be shortened
  • Optimization for Clicks, Installs, or In-App Events
  • Bidding: Cost Cap Bidding, Lowest Cost Bid (recommended)
  • Standard Ads and Spark Ads (Organic) can be tested
  • Musical iterations can be easily created and tested using the TikTok Video Editor

TikTok Advertising Tactics 

App Retargeting

Re-engage users that already have an app installed on their device based on a postback from MMP and then optimize toward specific events. TikTok App Retargeting supports Traffic (CPC) and Conversion (oCPC/oCPM) objectives. For gaming apps, TikTok retargeting can engage and bring back inactive players and improve retention among existing players. E-commerce apps can feature specific promotions and timely products or discounts. Utility apps can re-engage through new services and features.

TikTok Instant Page

According to TikTok For Business, TikTok Instant Page is a “lightweight native landing page within the app that loads up to 11 times faster than standard mobile pages.”

The easy-to-build pages are customizable with videos, images, carousels, and buttons to explore a product or service without leaving TikTok. TikTok reports that optimizing towards conversions that occur on your Instant Page can drive up to 40% lower cost per action. Or, use the TikTok Pixel to enhance delivery optimization on an external site.

TikTok UA Seamless Customer Journey
Source: TikTok For Business

 

Diverse Content Drives Results on TikTok

Without deterministic tracking on iOS or effective lookalike audiences, relying on general broad-stroke creative won’t be enough to profitably expand your audience. However, persona-led creative developed around player motivations, preferences, and interests is the key to sustainable user acquisition. In TikTok’s Creative Solutions: The Ultimate How-to Guide their recommendation is clear: “in order to captivate new audiences, the key is to continuously share fresh and diverse content.” With the platform built on a content graph instead of a social graph, “diverse discovery” keeps users “inspired and energized.”

TikTok UA Do's and Don't's
Source: TikTok For Business

 

Want better results from UGC for Paid Social?

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers, including Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

As the mobile advertising ecosystem has evolved, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Working with a knowledgeable marketing partner that can provide extensive quantitative creative testing ensures you get the best performance from your UGC ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

DOWNLOAD TikTok UGC Ads Creative Guide NOW

Productivity App Creative Trends


In this post, we will share productivity app creative trends and user motivations, and show you why productive habit tracker ads work.

Productivity App Creative Trends

Why Productive Habit Tracker Ads Work

  • See what’s working right now for productivity app ad creative
  • Discover user motivations for using productivity apps
  • Compare top productivity app creative trends
  • See successful ad creative from Cozi and Productive, based on Facebook Ad Library and MobileAction

From grammar checks to grocery lists, productivity apps have transformed how efficient we can be at work and at home. While different productivity apps focus on specific user needs, such as to-do lists or calendars, there are universal user motivations for productivity apps that drive their appeal among consumers broadly.

Using our Ad Concept Model, we’ve analyzed creative trends and user motivations for productivity apps. The model creates lanes for a creative team to explore while eliminating unfocused ideation that doesn’t align with target personas, motivations, or trends. Each ad concept model supports 30-50 ideas for each app category by pairing current creative trends with proven user motivations.

 

Productivity App Creative Trends

AdRules, our proprietary SaaS platform, analyzes 3.5 million videos and is updated daily. Reviewing top competitors in a category provides a broad view of what creative is working right now and what isn’t. Consider these creative trends like fashion – they keep changing and going in and out of style. To identify creative trends, use Facebook Ad Library to see every ad currently running on their ad network. You can also use Mobile Action, SensorTower, or AppAnnie competitor libraries.

Top mobile apps in the productivity space include Todoist, Grammarly, Evernote, Done, Productive Habit Tracker, Structured, Due, Cozi, Notability, Good Notes, IFTTT, TickTick, Trello, To-Do, Fantastical, Any.do, Notion, Airtable, Anylist.

Broad concepts and trends we see for productivity apps include:

  • App Overview: Overview of key features, combined with screenshots, reviews, user success stats, and more.
  • Key Feature: Focused on a single feature and its benefit.
  • Tips & Quizzes: Communicating features or benefits through advice, stats, or quick questions.
  • Testimonial/UGC: User or independent reviews of the app detailing features and/or benefits.
  • Visually Compelling: Photography featuring nature or other visually arresting scenes, imagery that leverage product design.
  • Animated Text: Kinetic typography or motion graphics.
  • Brand: Leveraging brand message/campaign to build trust and authority.
  • Competitive/Before & After: Comparing the app against similar apps, methods, processes; Before/After, Old way vs New way.

 

Productivity App User Motivations

Below, we’ve outlined high-level motivational triggers for a productivity app user. The included motivations are for productivity apps broadly, not a specialized app category such as habit trackers or note-takers.

  • Organization: Seeking more efficient, clear, and organized processes.
  • Time-Saving: Wanting to do things more quickly and efficiently.
  • Aspiration: Interested in self-fulfillment, accomplishment, and satisfaction.
  • Emotional Benefit: Interested in relieving stress, gaining peace of mind, feeling successful.
  • Social Proof: Requiring independent assessment, reviews, or testimonials to overcome doubts, objections, and fears.
  • Design: Attracted to design, synergy, UI, and aesthetics.

productivity app user motivations

Productivity App Creative Trends x User Motivations

We map identified creative trends to user motivations within the category to develop and iterate on different concepts. In the model below, each box represents a different ad creative concept and we’ve included a sample set. Our ad concept matrix supports almost 50 creative concepts for productivity apps by pairing eight trends with six user motivations.

The proposed ad concept model acts as a foundation for an iterative creative process that can be customized and extended to develop endless ad concepts for an app, website, or service. By building a scalable infrastructure for creative ideation, we provide unique lanes for creative teams and media buyers to explore ideas. The model also acts as an archive of knowledge to ensure we are always optimizing what we’ve learned.

productivity app user motivations ad concept model

Test and Learn 

While not all creative trends will work persuasively with each motivation, expand concepts even further by targeting specific personas within each pairing. Integrating performance data, competitive analysis, and UX, you can develop a bespoke creative strategy targeting behaviors, triggers, and preferences through individual concepts.

Optimize and Iterate

We’ve learned why it can be hard to beat your control video. But a constant stream of fresh creative concepts and smart, iterative testing means we can beat the algorithmic odds. Once you have a winner, then resize, localize, and scale.

Winning Ads For Productive Habit Tracker

Productive Habit Tracker, helping people “build a routine of positive, life-changing habits,” is utilizing several creative trends along with specific user motivations. Because Productive uses a subscription model, user motivations for subscription apps are also relevant. See our Ad Concept Model for Subscription services here.

Below are some top-performing ad examples from Facebook Ad Library.

productivity app Cozi ads

productivity app habit tracker
Source: Facebook Ads Library

Why use an Ad Concept Model?  

Consumer Acquisition’s Ad Concept Model ensures we always have new creative concepts to stay ahead of creative fatigue. We’ve designed our process so we know what works, why it works, and how to do more of it. From niche to mainstream, our Ad Concept Model means our clients get reliable top-performing creative in the most cost-efficient and scalable way.

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers, including Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

As the mobile advertising ecosystem has evolved, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Email us at sales@consumeracquisition.com to discuss how we can help you stay ahead in 2022.

Paid Search Best Practices: Responsive Search Ads


In this post, we share Google paid search best practices to make the most of your responsive search ad campaigns. By this July, responsive search ads will be the only available ad format for new paid search text ads.

Google Paid Search Best Practices:
Responsive Search Ads

  • We now offer Paid Search through Brainlabs! Contact us at Sales@ConsumerAcquisition.com to discuss the benefits of adding Paid Search to your marketing mix.

Paid search is a darling of data-driven marketing for good reason: it is a user-initiated opportunity to provide value. For each user query, an advertiser can provide the right answer to a declared need. For example, a unique auction for every search happens 5.6 billion times per day on Google alone. As with everything in digital marketing, all aspects of Paid Search are becoming increasingly more AI-driven. Google, Facebook, Microsoft, and other advertising ecosystems continue to enhance automation. Therefore, mastery of Responsive Search Ads (RSA) is a critical capability to drive higher performance.

paid search responsive search ads
Source: Google Ads Help

Similar to Programmatic Dynamic Creative Optimization, Responsive Search Ads use contextual signals to assemble text assets predicted to perform best for each individual user’s search query. Google’s Responsive Search Ads have been around since 2018. Then, they became the default ad format in 2021. And now they will also be the only ad type for new paid search text ads after June 30, 2022.

 

Benefits of using Responsive Search Ads

  • Support for 15 headlines and 4 descriptions for a single ad
  • Adapting to device widths
  • Tailoring headlines and descriptions to locations
  • Ability to compete in more auctions and match more queries
  • Ad text may automatically appear in bold when it matches or closely matches a user’s search query
paid search responsive search ads
Source: Google Ads Help

Best Practices for Responsive Search Ads

  • Enter the maximum number of headlines and descriptions to create combinations that most closely match search queries.
  • Remember that assets can be shown in any order. So, craft modular copy that makes sense in any combination.
  • Write headlines in groups as if they would appear together to make the most of combinations.
  • Include at least one keyword among your headlines.
  • Make headlines as unique and differentiated from one another as possible.
  • Ensure one RSA per ad group reaches “Good” or “Excellent” ad strength.
  • Critical text that should appear in every ad must be pinned to Headline position 1 or 2. Or Description position 1.
  • Pin headlines or descriptions to control where they appear with the caveat that pinning will reduce possible combinations. Content pinned to Headline position 2 and Description position 2 may not show in every ad.
  • In regulated industries, pin legal copy to ensure compliance.
  • If Headlines or Descriptions are flagged as too similar, emphasize different value propositions and different customer/user motivations. Select those that may appeal to your target audience.

 

Target Each Stage of the Customer Journey

Responsive Search Ads Customer Journey

 

Test and Optimize

Google provides an asset report with KPIs for each ad combination to identify high-performing assets for optimizing your campaign. In addition, a minimum of 3,000 impressions per week and 5000 impressions in the “Google Search: Top” segment over 30 days are optimal to display an accurate rating. Finally, as specific assets emerge as winners, replace low-performing assets with new concepts to test. Brainlabs utilizes a proprietary account structure called D’Artagnan which increases the speed of insight for these metrics.

Responsive search ads
Source: Google Ads Help

 

How We Can Help

Consumer Acquisition has been acquired by digital marketing agency Brainlabs in an exciting move to expand our capabilities. In this next stage of growth for Consumer Acquisition, we are thrilled to bring Brainlabs’ strengths in SEO, paid search, and programmatic advertising to our clients. Brainlabs’ portfolio of clients includes Mars, Samsung, Walmart Canada, Formula 1, Adidas, Bed, Bath & Beyond, and F5.

Our methodology for Paid Search is underpinned by the following: restructure, automate, test, and learn. By closely aligning our strategy with your goals, we can work towards whichever KPIs you deem most important. We also stay ahead of the game by constantly focusing on future thinking and innovation. We also leverage our Google GMP Premier Partnership status and proprietary technology stack to deliver industry-leading results for our partners. Contact us to discuss how paid search can help you reach your 2022 marketing goals.

Consumer Acquisition services through Brainlabs

Telehealth and Healthcare App Creative Trends

Telehealth and Healthcare App Creative Trends

Why Lemonaid Health Ads Work

  • See what’s working right now for health app ad creative
  • Discover user motivations for using healthcare apps
  • Compare top health app creative trends
  • See successful Lemonaid Health ad creative based on Facebook Ad Library and MobileAction

From telehealth access to medicine delivery, healthcare apps have transformed how we receive healthcare services. While different healthcare apps focus on specific user needs, such as mental health or prescriptions, there are universal user motivations for healthcare apps that drive their appeal among consumers broadly. Distinct from health and wellness apps that focus on lifestyle, healthcare apps can be highly regulated and require specific messaging.

Using our Ad Concept Model, we’ve analyzed creative trends and user motivations for apps that provide healthcare services. The model creates lanes for a creative team to explore while eliminating unfocused ideation that doesn’t align with target personas, motivations, or trends. Each ad concept model supports 30-50 ideas for each app category by pairing current creative trends with proven user motivations.

 

Telehealth and Healthcare App Creative Trends

AdRules, our proprietary SaaS platform, analyzes 3.5 million videos and is updated daily. Reviewing top competitors in a category provides a broad view of what creative is working right now and what isn’t. Consider these creative trends like fashion – they keep changing and going in and out of style. To identify creative trends, use Facebook Ad Library to see every ad currently running on their ad network. You can also use Mobile Action, SensorTower, or AppAnnie competitor libraries.

Top competitors in the telehealth and healthcare app space include Hims & Hers, Lemonaid Health, Nurx, Teladoc, MDLIVE, Talkspace, Doctor On Demand, Amwell, Telehealth by SimplePractice, Ro, One Medical, Zocdoc, 98point6, NowClinic, PlushCare.

Broad concepts and trends we see for healthcare apps include:

  • App Overview: Overview of key features, combined with screenshots, reviews, and more.
  • Key Feature: Focused on a single site feature and its benefit.
  • Tips & Quizzes: Communicating features or benefits through advice or quizzes.
  • UGC: User filmed concepts that detail features and/or benefits.
  • Emotional Benefits: Leveraging emotional benefits of using apps, such as peace of mind or relaxation.
  • Social Connection: Simulating social media interaction or communication (texts, posts, etc.).
  • Brand: Leveraging brand message/campaign to build trust and authority.

 

Telehealth and Healthcare App User Motivations

Below, we’ve outlined high-level motivational triggers for a health app user. The included motivations are specific to the mobile app healthcare model itself, not a specialized healthcare category.

  • Convenience: I want a streamlined way to get the care I need and navigate the healthcare system.
  • Guidance/Expertise: I want proven methods of care, expert guidance, and reliable answers to health questions.
  • Consistency: I want a reliable experience from a brand I can trust.
  • Cost: I want to know I’m paying a fair price for site access and services.
  • Emotional Triggers: I experience fears, social stigmas, or negative responses about my medical conditions and I want compassionate care.

 

Telehealth and Healthcare App Creative Trends x User Motivations

We map identified creative trends to user motivations within the category to develop and iterate on different concepts. In the model below, each box represents a different ad creative concept and we’ve included a sample set. Our ad concept matrix supports over 30 creative concepts for healthcare apps by pairing seven trends with five user motivations.

The proposed ad concept model acts as a foundation for an iterative creative process that can be customized and extended to develop endless ad concepts for an app, website, or service. By building a scalable infrastructure for creative ideation, we provide unique lanes for creative teams and media buyers to explore ideas. The model also acts as an archive of knowledge to ensure we are always optimizing what we’ve learned.

telehealth and healthcare apps user motivations

Test and Learn 

While not all creative trends will work persuasively with each motivation, expand concepts even further by targeting specific personas within each pairing. Integrating performance data, competitive analysis, and UX, you can develop a bespoke creative strategy targeting behaviors, triggers, and preferences through individual concepts.

 

Optimize and Iterate

We’ve learned why it can be hard to beat your control video. But a constant stream of fresh creative concepts and smart, iterative testing means we can beat the algorithmic odds. Once you have a winner, then resize, localize, and scale.

 

Winning Ads for Lemonaid Health

Lemonaid Health, the telehealth company promising “refreshingly simple” online healthcare and medication delivery, is utilizing several creative trends along with specific user motivation. Below are some examples from Facebook Ad Library.

telehealth and healthcare app creative trends

Why use an Ad Concept Model?  

Consumer Acquisition’s Ad Concept Model ensures we always have new creative concepts to stay ahead of creative fatigue. We’ve designed our process so we know what works, why it works, and how to do more of it. From niche to mainstream, our Ad Concept Model means our clients get reliable top-performing creative in the most cost-efficient and scalable way.

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers, including Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

As the mobile advertising ecosystem has evolved, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Email us at sales@consumeracquisition.com to discuss how we can help you stay ahead in 2022.

Animation Talent in Mexico Expands Consumer Acquisition’s Capabilities

Animation talent in Mexico is expanding Consumer Acquisition’s capabilities. Mexico is now a rising star for CGI, 3D animation, and motion graphics. In this post, we will share what we learned from our experiences while growing our international team.
En Español

  • Discover why Mexico is a rising star for CGI, 3D animation, and motion graphics
  • Hear from our Mexico-based team on emerging trends
  • See how our international workforce benefits our clients
  • Get tactics to overcome “the language barrier”

Mexico a Rising Star in Animation

Our “Hollywood” storytelling is something we are proud of here at Consumer Acquisition. But part of what makes our creative so successful is the inexhaustible innovation that comes from our diverse, international team. As the 3D animation market grows globally— with an estimated CAGR of 11.5% between 2021 and 2028— Mexico is emerging as a state-of-the-art hub for animation and becoming a key player within the medium.

Capable of churning out animated productions of the highest caliber, Mexican animators are about to take a big step into the international scene with the upcoming release of Guillermo del Toro’s Pinocchio (2022). This production is a milestone in the legendary filmmaker’s efforts to nurture talent in Mexico as part of his directorial debut on an animated feature film. As we’ve grown our international team, we’ve been thrilled to tap into this exceptional talent pool coming out of Mexico.

Here’s what some of our Mexico-based team had to say about the growth of the animation industry in Mexico.

“Mexico’s animation industry has received a lot of attention recently. Mainly because its academic offerings have grown exponentially for the past 10 years, approximately. Many professionals have come out of the animation programs but, unfortunately, labor opportunities haven’t kept up, and most end up looking for work in Canada and other countries.

There are programs available in public institutions, which makes it easier for many young people to access this career. We also have animation festivals – the largest being pixelatl – which prior to the pandemic brought together highly regarded animators, mainly from animated series, to teach workshops, courses, lectures, etc. There are many branches of animation that I would pay attention to, but I think that motion graphics, 3D animation, and cut-out will be at the top for a while to come.”

— Ingrid, graphic communication for advertising, 2D animation, and illustration

“In my opinion, the success of the animation industry in México is due to the growth of educational offerings, which in turn has been made possible by the exposure that young people have had to the industry and their genuine interest to learn and be better prepared. Many students look for options abroad, like Canada or Spain, to gain knowledge and/or experience that they can then bring back to Mexico. But thanks to this growing interest several options have become available here, like schools, careers, and online courses, so now it’s possible to get a high-quality education without leaving the country, or even find scholarships and financial aid to study animation both here and abroad.

I think 3D animation for video games and motion graphics animation has a lot of opportunities for growth in the future and, in the case of motion graphics, so many options to explore like market niches. I would love to see AR grow and mature.”

— Mayra, motion graphics design and animation, post-production, VFX color correction

“Academic offerings have been on the rise in the fields of 3D animation, motion graphics, and graphic design. I think that the accomplishments of our compatriots in animation and film direction have been very influential, like Guillermo del Toro and so many others. Likewise, I think it really helps that so many films have featured themes and customs from Latin America, in particular Mexico.”

—  Zalma, graphic design and animation
animation talent in mexico
Wooga’s Switchcraft ©
animation talent in mexico
Wooga’s Switchcraft © Read our Case Study here

 

How our international workforce benefits our clients

We’ve been a fully-remote company since our inception in 2013 and started hiring internationally within our second year of doing business. Now, over half of our workforce is working remotely outside of the United States, with a third of our team based in Latin America. For over seven years, our team has worked seamlessly across time zones and cultures to produce the exceptional work we are known for. With international talent, we provide our clients with diverse perspectives, skill sets, and creative approaches. Our global team also expands our capabilities for non-English speaking clients while providing fresh cultural and contextual insights.

In a creative industry like mobile app advertising, trends change constantly and new perspectives are critical to staying ahead of creative fatigue. Based on over 100,000 videos and images we produce and test yearly for our clients, our research has shown that winning ads last only 10 weeks before they burn out. We have performed over 25,000 A/B and multivariate tests on Facebook, Google, TikTok, and Snap and have learned that 85-95% of new creative concepts fail to outperform the best ad in a portfolio. To survive in this volatile ad ecosystem, 20-50 new concepts are needed to find the next winning creative. Learn how we use creative trends and user motivations to guide creative exploration aligned to a target audience through our Ad Concept Model.

 

What about the language barrier?

As we build our international teams, we expand in regions where new hires are supported by established employees that were once in a similar position. Learning firsthand about experiences in the company from colleagues helps them to adapt quickly to a new work environment. At the same time, this allows for the creation of regional teams that can choose to communicate in their native language for increased efficiency. Our English-proficient team managers facilitate communications between their team and the rest of the company.

Given the currently available resources dedicated to increasing accessibility, the language barrier isn’t nearly as intimidating anymore. Modern remote work platforms allow workers to contribute directly through text, spreadsheets, and real-time chat. This means they can make full use of advanced machine translation (MT) software, which has seen some remarkable progress over the past few years. The MT sector is currently growing by 7.1% per year, as it tries to meet the steadily increasing demand from international companies.

Live translation software is making its debut in global business as well, featuring the ability to add live machine-translated subtitles to spoken audio through speech recognition. This is a very cost-effective solution that can get around hiring translators and interpreters. Conversely, the same software can be used by HR personnel to reach additional candidates in the desired foreign market.

 

Always ahead of the remote culture curve

In the aftermath of 2021’s Great Resignation, businesses all over the country were suddenly plunged into fierce competition to fill out their ranks as soon as possible. The market is the tightest it’s been in decades as there are significantly more job openings than applicants. According to Reuters, workers are incentivized to quit their jobs knowing there are so many career opportunities that could be better suited for them. The U.S. Bureau of Labor Statistics reported in February that the unemployment rate is below 4% and quit rates are steadily increasing, reaching 3.7% in January.

Job seekers are firmly in the driver’s seat. This means companies must step up their game and invest more time and resources into robust talent acquisition and retention. Many companies are slow to embrace global hiring, even as remote culture has become the norm. The world has been turned on its head over the last two years. So, now is the time to broaden your horizons. This is especially true as companies scale. The decision to incorporate international talent increases capabilities for clients. It also improves the rate at which a company can grow and mold teams into globally flexible workforces. There may be apprehensions about working with international talent. But we know it has made us into a truly world-class team.

Here’s what some of our Mexico-based team had to say about working at Consumer Acquisition:

“Working with Consumer Acquisition has been, without exaggeration, the best work experience I have had in all my years working as a motion graphics artist. The work environment is very friendly, colleagues are very professional which motivates me to grow day by day, and at last, I feel that I have fair compensation for my work.”

— Ingrid, graphic communication for advertising, 2D animation, and illustration

“Ever since I joined the CA team, I am convinced that I have found a paradise for motion designers, especially for those who are looking to work remotely and collaborate with talented people around the world. Being a part of this team has been very satisfying. I enjoy animating concepts developed by several writers for a variety of clients. Every concept is itself a challenge, both in terms of creativity and animation.”

— Mayra, motion graphics design and animation, post production, VFX color correction

“The Consumer Acquisition process motivates you to improve by learning from your colleagues. My favorite part of the day, besides animating, are the Dailies, a session with all the animators and animation supervisors, during which I get positive feedback. Everyone here is very friendly, talented, and professional. Animating motion graphics with this process similar to traditional animation is so fun!”

—  Zalma, graphic design and animation

We recently welcomed our first non-U.S.-based brief writer to the company. Maritza L. joins us from Mexico as a Junior Creative Director and Brief Writer. For those considering international, remote hiring, Maritza said, “making the shift to an international model provides people with diversified knowledge that directly impacts performance. It opens new collaborative opportunities based on flexibility and openness. And it is in this flexibility that we can transform and develop new creative models. It’s a panorama of worldwide, connected creative production.”

 

How we can help

Our industry expertise comes from managing over $3.5 billion in creative and paid social spend for the world’s largest mobile apps and performance advertisers. Some of these advertisers include Glu, Roblox, Wooga, Zynga, and Skillz. Our proprietary full-stack marketing platform AdRules provides real-time business intelligence and creative research from 3.5 million video ads across social channels.

The mobile advertising ecosystem has evolved. During this evolution, we have focused on being a reliable source of mobile app industry insights and trends. Our strategic analyses of IDFA loss and media buying automation, along with tactical guidance for user acquisition and creative teams, has helped advertisers remain profitable during an unprecedented era of change. Our industry expertise has earned coverage from CNBC, Forbes, SeekingAlpha, Business Insider, VentureBeat, TechCrunch, Mobile Marketing Magazine, and many more.

Email us at sales@consumeracquisition.com to discuss how we can help you stay ahead in 2022.

En Español

Snapchat UA Hot Tips and Updates for March 2022

Snap has released some new features to help UA and creative teams improve Snapchat ad performance. Read our Snapchat UA hot tips and updates for March 2022 to get insider details on fresh UA tactics including:

  • Catalog-Powered AR Shopping Lenses
  • Conversions API
  • Tips to Increase Mobile App Installs

Snapchat UA Hot Tips & Updates

Once considered just a messaging app for millennials, Snap Inc. reported 319M daily active Snapchat users for Q4 2021, and an all-time revenue high of $1.3 billion. With Snapchat reaching 75% of millennials and Gen Z, mobile app advertisers willing to test the platform will unlock new audiences with the right ad creative. To help UA and creative teams thrive in the evolving mobile advertising ecosystem, we’ve compiled the latest updates and guidance for Snapchat UA campaigns.

Snapchat UA
Source: Snapchat for Business

 

UA teams looking to tap into the Snapchat market have several new features to enhance their advertising capabilities. And if you’d like expert Snapchat recommendations from our UA team, feel free to contact us here. Our market insights and creative expertise come from managing over $3.5 billion in creative and social ad spend for the world’s largest mobile apps and web-based performance advertisers.

Here’s what’s happening in Snapchat mobile advertising.

 

AR Shopping Lenses

Snapchatters have a new, seamless way to interact with multiple products at once. Brands can now connect a Product Catalog for users to view items directly on-screen and purchase them. Designed to surface a product’s name and price quickly within Snapchat’s UI, Shopping Lenses display dynamic Product Catalog information directly on Lens Product Cards. By swiping through the Lens Products Cards, users can try on an item and purchase it with a single click. Both consideration and conversion KPIs have largely improved thanks to the Shopping Lenses’ efficiency and scale.

Snapchat UA
Source: Snapchat for Business

 

Key Features:

AR integration lets users quickly purchase multiple products

Shopping Lenses let users browse multiple products through AR. By then scanning the Lens Product Card attached to any of them, they’ll directly access the associated URL from the Product Catalog.

Dynamic information updates

After the Product Catalog receives an update, the information displayed on the Lens will be automatically refreshed. This allows brands to update product information virtually in real-time through a feed or even a manual update, and push it directly into a user’s screen.

Easily review the performance of multiple products: 

The Manage Ads Table offers quick access to SKU-level engagement metrics for every product. It’s easy to see which color schemes or styles are performing better than others. In addition, you can also review organic engagement for your Public Profile.

Currently, a maximum of 20 products can be loaded on a single Lens. Product Catalog Lenses are likely to earn their place in both small and large businesses, given their capability to drive product sales. The ability to visualize product display via AR will also have a huge impact in verticals such as Apparel, Beauty, Electronics, Accessories, and Home Decor.

 

Conversions API

Snapchat UA
Source: Snapchat for Business

 

Using Server to Server (S2S) integration, advertisers can pass on the web, app, and offline events directly from their servers over to Snapchat. While implementing Snap’s new Conversions API does require some technical expertise, this new privacy-safe interface can improve ad campaign measurement and performance. The overall match rate between the advertiser and Snap will increase as conversion data is shared through multiple channels, resulting in a more robust measurement framework.

 

New To App Advertising on Snapchat? Get Started Here

Advanced Create Workflow

Snapchat for Business recommends using the Advanced Create workflow over Instant Create. This will allow you to select a campaign objective to specify the kind of targeting you want for your ads. There are three options you can pick to align your campaign objective with your business goals. They include App Installs, Drive Traffic to App, and App Conversions. Depending on where you are in your product lifecycle, you may focus on installs to prove market interest, re-engagement to increase MAU/DAU, or conversions to hit revenue goals.

Goal-based Bidding

Once you’ve completed your initial ad setup, you can look into Snapchat’s Goal-Based Bidding to optimize toward the event that matters for your campaign. When configured properly, this feature will serve ads to Snapchatters that are most likely to act the way you want them to. You can allow Snapchat to automatically set bids relevant to your campaign goals via Auto Bid. Or, you can leverage your CPA a bit more in-depth with either Target Cost or Max Bid.

Custom Audiences

Reach your target user with Custom Audiences. This will allow you to build highly-targeted campaigns based on location, demographics, purchasing patterns, and more. You can select from a range of options that include targeting former or similar users. You can also try targeting according to your app data or engagement metrics. Or even reaching Snapchatters according to their purchasing or browsing history.

Snapchat UA
Source: Snapchat for Business

 

Any ad you create should support mobile app advertising:

  • App Install Ads to drive users directly to the app store
  • Re-engagement Ads to drive existing users back to the app
  • App Install Attachments with a swipe up functionality to download the app
  • Deep Link Attachments to re-engage users and direct them to a specific place in the app

First, run standard single image or video ads to see what creative and messaging performs. Then, try out more complex Snapchats Ad formats. Here are a few examples of Snapchats Ad formats:

  • Story Ads: A series of ads centered around building brand awareness.
  • Collection Ads: Feature your latest collection of products.
  • AR Lenses: Interactive AR experiences that can be shared among users.

 

Want better results from Snapchat UA?

Working with a knowledgeable marketing partner that can provide extensive quantitative creative testing ensures you get the best performance from your Snapchat ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

creative reels January 2022

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