September 2022 Mobile App UA and Creative Roundup

Instacart’s high-performing mobile ads designed to look like cooking tutorials are winning on TikTokTravel app downloads are up 45% as consumers invest in experiences. And 44% of retail eCommerce sales in the US will be mobile by 2025. Get details on the latest user acquisition trends and more in our September 2022 monthly roundup for mobile app marketers.

 

September 2022 Mobile App UA & Creative Roundup

See UGC-Style Ad Creative in Action

UA and Creative Trends in September 2022

Travel App Ad CreativeTravel App Ad Creative: Why Hopper Ads Work

Mobile-first travel startups are driving an industry revival as 61% of US travelers prefer using a mobile device to book their trips.

 

UGC-Style Ad CreativeUGC-Style Ad Creative Earns Consumer Trust

Only 19% of consumers find brand-created content to be authentic and 77% prefer to purchase from a brand that markets with UGC.

 

Traditional Brands Profiting through mCommerceTraditional Brands Profit Through mCommerce

mCommerce retail sales increased 15% while the top 50 brand apps saw 13% more installs in Q2 2022. Bath & Body Works app hits #1 in the US in August.

 

TikTok & Mobile Games in July 2022 Infographic[Infographic] TikTok & Mobile Games in 2022

Understand TikTok ad placement, targeting, and creative tactics along the user journey.

 

grocery apps creative trends

Instacart’s high-performing mobile ads are designed to look like organic cooking tutorials. And this UGC-style ad creative is winning on TikTok.

84% of consumers are more likely to trust a brand that markets with UGC and Instacart’s user acquisition strategy clearly aligns.

September 2022 Instacart ads
Source: TikTok For Business Creative Center Top Ads

Overall, grocery delivery apps have seen 40% year-over-year growth, while 1 in 5 consumers do all or most of their grocery shopping online.

Read our post on how thematic UGC is driving growth for these apps.

 

Check Out Our Reels!

Reels May 2022

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

UGC, TikTok & Instacart Creative Trends for Grocery Apps

In today’s post, we explain the creative trends and strategies that dominate the online grocery market. Find out why grocery apps are continuing to benefit from the pandemic activity surge and becoming major players in the industry.

UGC, TikTok & Instacart  

Creative Trends for Grocery Apps

  • 1 in 5 consumers do all or most of their grocery shopping online
  • Grocery delivery apps have seen 40% year-over-year growth
  • 57% of consumers prefer to use one service for both online and in-person grocery shopping
  • UGC drives growth on TikTok for Instacart
  • 84% of consumers are more likely to trust a brand that markets with UGC
  • 77% of consumers are more inclined to purchase from a brand that markets with UGC

Grocery Apps and Online Services

Consistently earning $8-$8.5 billion in total monthly sales, online grocery platforms continue to benefit from the pandemic activity surge. Monthly revenue is 4x higher than pre-pandemic figures and shows how online grocery stores and apps have become major players in the industry.

In the past two years, nearly 60% of consumers started buying groceries online and one in five do all or most of their shopping online. Some popular grocery apps and online services include Amazon Fresh, Kroger, Instacart, Walmart, Whole Foods, Misfits Market, Peapod, Thrive Market, Boxed, and FreshDirect.

While pickup, ship-to-home, and delivery have all seen some growth, the delivery segment in particular is enjoying consistent growth year-over-year. The need for third-party retailers is decreasing as on-demand shipping platforms increase. A report from the Food Industry Association says 50% of retailers are increasing labor allocation towards facilitating online purchases and in-store pickups.

data.ai grocery apps
Source: Data.ai

 

Data.ai’s Worldwide State of Food & Drink on Mobile 2022 Report shows 40% year-over-year growth for Grocery Delivery Apps, with shoppers aged 45 and over (GenX/Baby Boomers) making up 51.4% of users in the United States. Though food delivery and carryout apps were not popular among the 45+ group, they represented the majority of users for brick & mortar store delivery apps such as Safeway, Publix, and Total Wine & More.

data.ai grocery apps
Source: Data.ai

 

As users access their favorite stores in new ways, the dynamic between consumers and retailers evolves. 73% of retailers are experimenting with the new options provided by mCommerce, such as dynamic pricing and mobile checkout services. Thanks to investment in digital infrastructure, retailers are able to capture customer data and turn it into actionable insights. 57% of customers prefer focusing on a single service for online and in-person grocery shopping, so large-scale platforms may have an advantage for user retention. However, digitally native direct-to-consumer (DTC) grocery startups advertising on Instagram and TikTok have already mastered a mobile-first marketing approach.

UGC and Instacart

Instacart, the grocery pickup and delivery app has seen considerable success investing in UGC advertising on TikTok. Favoring short ads with authentic, personalized content, the ads are designed to look like native, organic posts featuring recipes and cooking tutorials. By strategically placing their value proposition in the middle of the ad, Instacart is also able to maximize view-throughs.

instacart ads
Source: TikTok For Business Creative Center Top Ads

 

UGC Ads – with mega influencers, micro-influencers, regular people, or actors—leverage shared interests and relatable human experiences so effectively that 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.

ugc ads
Source: TikTok For Business Creative Center Top Ads

 

Directly addressing the camera and sharing a personal experience with a product is nothing new for commercial advertising. However, testimonial UGC–even with actors–puts authentic experience above brand polish to drive consumer trust. This type of creative looks like a native social post of someone sharing their skills or their day-to-day experience. And a critical part of their daily experience is the app, product, or service they are advertising.

 

Consumers Prefer UGC to Brand Content

Despite strict brand guidelines demanding highly polished marketing assets, only 19% of consumers find brand-created content to be authentic, according to Social Media Today. In contrast, nearly 80% of consumers say that user-generated content highly impacts their purchasing decisions.

Similarly, a 2022 survey on consumer buying decisions found that for brands incorporating UGC into marketing initiatives:

  • 84% of respondents were more likely to trust the brand
  • 77% of respondents would be more inclined to purchase their products or services

 

How We Can Help

From cinematic trailers to influencer-style UGC, our Creative Studio provides clients with ad creative driven by Hollywood storytelling and quantitative analysis. Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads with clients like Disney,  Zynga, Rovio, Nickelodeon, Yelp, Sun Basket, NBA, MLB, Roblox, Glu Mobile, Jam City, and many others. Our creative team is masters of influencer-style UGC creative, live action, post-production, 3D animation, motion graphics, and illustration.

Creating and testing 100K videos and images each year for clients provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at sales@consumeracquisition.com to work with our elite creative team.

Travel App Ad Creative

In today’s post, learn about the top Travel App Creative Trends and why Hopper Ads work, based on high-performing ad creative from Facebook Ad Library and TikTok For Business.

Travel App Ad Creative

Why Hopper Ads Work

  • Travel app downloads are up 45% compared to last year
  • 61% of US travelers prefer using their mobile device for booking tickets and hotels
  • Top ad trends include reshared UGC-style social media posts, hacks, and quizzes
  • See successful travel app ad creative from Hopper

2022 has seen a triumphant revival of the travel industry which had been severely impaired during the global pandemic. People all over the world have been enjoying long-awaited trips, in a phenomenon, some call “revenge travel.” Proving to be a valuable tool for travelers, travel app downloads are up 45% compared to last year. 61% of US travelers prefer using their mobile devices to manage tickets and make hotel reservations. And ironSource reported that 55% of consumers booked their vacation rental through phone apps, while 48% chose to book their flights through them. Of these users, 35% installed a new app specifically for this purpose.

With mobile-first information and accessibility, travel apps provide users with a one-stop solution to map an entire journey in just a few taps. While users may be willing to try new services, they will only stick with those that prove to be trustworthy and reliable over time. In this unprecedented market, both old and new industry leaders are leveraging cross-platform and omnichannel integration with a strong focus on user engagement and retention.

Some top competitors in the travel app market include Airbnb, Booking.com, Priceline, Expedia, Hopper, TripAdvisor, JetBlue, Kayak, The Dyrt, GyPSy Guide, Roadtrippers, Wanderlog, and TripIt. As summer travel cools off before holiday travel heats up, we’ve analyzed top-performing ad creative for travel apps to see what’s moving travelers.

 

Travel App Ad Creative Trends

Based on high-performing ad creative from Facebook Ad Library and TikTok For Business, below are some of the top trends we’re seeing for travel apps.

  • App Overview: screenshots and descriptions that quickly highlight the main features of the app
  • Key Feature: focusing on a single app feature and explaining its benefits
  • Virtual Reality: VR ads offering an engaging sneak peek of a high-profile destination
  • Tips & Quizzes: communicating app features through advice, lists, and quizzes
  • UGC-Style Testimonials: a portrayal of a user’s experience with the app
  • Limited-time offers: showcasing time-limited offers that urge immediate action from the user

 

Ad Concept Model

As part of our creative process using our Ad Concept Model, we identify different user motivations within an app category to target users based on their emotional drivers. Below are typical user motivations for travel app users.

  • Convenience: I want “seamless travel experiences” that encompass all elements of a trip in a one-stop solution
  • Information: I want to be informed about my options and travel opportunities
  • Accessibility: I want a user-friendly experience that is easy to navigate through to make decisions/purchases
  • Cost: I want to easily find the best deals and discounts
  • Expertise: I want a reliable service, backed by expert knowledge I can trust

 

Travel App Creative Trends x User Motivations

At the intersection of trends and user motivations, we develop ad concepts to target specific personas. Pairing five user motivations (across the top) with six trends (along the side), advertisers have a wide spread of concepts for creative teams and media buyers to explore.

Travel App Ad Creative

Winning Ads For Hopper

Hopper, the tech company offering a “world-class” travel agency experience through their app, is utilizing several creative trends along with specific user motivations. Below are some examples from Facebook Ad Library and TikTok for Business.

travel apps winning ads

Always Keep Testing

While these concepts work for Hopper, they may not be relevant to every travel app. By integrating performance data, competitive analysis, and UX, advertisers can build a comprehensive creative strategy that is relevant to target users. Iterative testing at the intersection of trends and motivations will yield winning concepts that perform. Once a winner is found, then it’s time to resize, localize and scale.
travel apps ad creative

How We Can Help

Testing different creative trends paired with different user motivations is the cornerstone of our creative process, the Ad Concept Model. From cinematic trailers to influencer-style UGC, our Creative Studio provides clients with creative driven by Hollywood storytelling and quantitative analysis. Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads with clients like Disney,  Zynga, Rovio, Nickelodeon, Yelp, Sun Basket, NBA, MLB, Roblox, Glu Mobile, Jam City, and many others. Our creative team is masters of influencer-style UGC creative, live action, post-production, 3D animation, motion graphics, and illustration.

Creating and testing 100K videos and images each year for clients provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at sales@consumeracquisition.com to work with our elite creative team.

How Traditional Brands Are Profiting Through mCommerce

In today’s post, learn why mobile-centered advertising will be critical to retail profitability in the next few years. See how traditional brands like Bath & Body Works are profiting through mCommerce.

How Traditional Brands Are Profiting Through mCommerce

Bath & Body Works Bursts into Mobile

  • 44.2% of retail eCommerce sales in the US will be mobile by 2025
  • mCommerce retail sales increased 15.2% in 2021
  • Top 50 brand apps saw 13% more installs in Q2 2022 vs. 2021
  • Nike expects DTC to drive 60% of total revenue by 2025
  • DTC beauty and retail apps saw more daily engagement in August 2022 than previous record highs from December
  • Bath & Body Works drove record-breaking installs of their 5-year-old app this August based on data.ai research

By 2025, 44.2% of retail eCommerce sales in the US will be mobile, says Insider Intelligence. Digitally native direct-to-consumer (DTC) and eCommerce startups advertising on Instagram and TikTok have already mastered a mobile-first marketing approach and it pays off. 2021 retail mCommerce sales increased 15.2% from 2020 up to $359.32 billion. With two out of every five online shoppers making purchases through their smartphones and tablets, mobile-centered advertising will be critical to retail profitability within the next few years.

Social media platforms continue to test out native purchasing capabilities with varying degrees of success through “buy” and “shop” buttons that allow users to stay in-app. One-click payment options like Google Pay and Apple Pay streamline purchasing through mobile devices while also streamlining DTC offerings. While mobile-first GenZers hold massive spending power, mCommerce will increasingly attract consumers from other demographics as app usage grows and mobile payment capabilities evolve.

For example, as Nike moves away from traditional wholesale retailers like Macy’s, they expect their DTC arm to drive 60% of total revenue by 2025. According to data.ai, Nike’s iPhone app ranking hasn’t dipped below 13 for US shopping apps in the past year, usually sitting comfortably in the top five.

mCommerce D2C
Source: eMarketer

 

 

 

Traditional Brands Invest in Mobile DTC

In H1 2022, the top 50 brand apps saw 13% more installs in Q2 2022 compared to 2021 according to Sensor Tower. McDonald’s was the fastest growing brand app based on installs with three million more installs in H1 2022 compared to H1 2021. The fast-food giant spent $12.6 million on digital ads for its mobile app in July 2022, a 124% increase year-over-year.

mCommerce Apptopia
Source: Apptopia

 

Apptopia

An August report from Apptopia showed daily engagement in DTC beauty and retail apps saw more daily engagement in August 2022 than their record high from December 2021; DAU typically spikes in December. Notably, with the August launch of an app-based loyalty program, beauty retailer Bath & Body Works (known for its ubiquitous brick-and-mortar shopping mall presence) achieved 1.2 million new installs of their app.

mCommerce App Store Rankings
Source: App Store Rankings

 

 

 

Beauty Retailer Bath & Body Works Bursts Into Mobile

The Bath & Body Works app leverages a customer-first loyalty program aimed at the mobile consumer. Diving into app metrics through data.ai, ads for the updated Bath & Body Works iPhone app claimed a 1.24% share of all impressions across Instagram between August 28 and September 3, 2022. The app appears to have been advertised only on Facebook and Instagram within the United States during this time.

Bath & Body Works Rewards

iPhone App

While Bath & Body Works’ iPhone app has been around since 2017, the recent download boom was due to freshly launched mobile advertising promoting the new app-based loyalty program. Lifetime downloads of the B&BW app are 11 million, with over 10% of lifetime installs (1.2 million) occurring within August 2022. Data.ai shows the app rank peaked at #3 overall in the United States and #1 in US Shopping on August 23.

mCommerce iPhone Ranking
Source: data.ai

 

Traditional Brands

Traditional brands incorporating and embedding mCommerce into their growth strategies can learn from successful digitally native DTC companies. Hyperfocus on specific SKUs, customer-first responsiveness, and subscriptions/memberships are often part of DTC’s success. Arguably the most important tactic, however, is profitable customer acquisition through paid social campaigns and mobile ad networks.

The meteoric rise of the Bath & Body Works app is a direct result of Facebook and Instagram advertising, buoyed by the virtuous halo effect of the top ten app store rankings. Actual revenue impacts remain to be seen. But the initial response to this traditional beauty retailer’s mCommerce investment and subsequent app advertising appears to be a positive one.

 

How We Can Help

From cinematic trailers to influencer-style UGC, our Creative Studio provides clients with ad creative driven by Hollywood storytelling and quantitative analysis. Our creative expertise comes from managing $150m in monthly ad spend across Facebook, Google, TikTok, Snap, and Apple Search Ads with clients like Disney, Zynga, Rovio, Nickelodeon, Yelp, Sun Basket, NBA, MLB, Roblox, Glu Mobile, Jam City, and many others. Our creative team is masters of influencer-style UGC creative, live action, post-production, 3D animation, motion graphics, and illustration.

Creating and testing 100K videos and images each year for clients provides us unparalleled insights into the evolving mobile advertising ecosystem. From our strategic analyses of IDFA loss and media buying automation to tactical guidance for A/B testing, we ensure our clients can adapt and thrive. Contact us at sales@consumeracquisition.com to work with our elite creative team.

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