Moburst’s Monthly Mobile Marketing Roundup #16
Welcome back to the 16th edition of Moburst’s Monthly Mobile Marketing Roundup!
This month, we’re diving into Apple’s AI-focused ‘Glowtime’ event, Reddit’s surge in engagement, key updates to the Google Play Console, and more—along with expert marketing insights to help drive your app’s growth!
Mobile News
Reddit Outpaces TikTok, Facebook, and Instagram in User Engagement
Reddit has quietly emerged as a leader in social media engagement, surpassing well-known platforms like TikTok, Facebook, and Instagram. According to recent data from Comscore, the average time users spend on Reddit has surged from 215.2 minutes in June 2023 to 243.0 minutes in June 2024, marking a 12% year-over-year increase.
This growth is largely attributed to Reddit’s focus on fostering highly engaged niche communities.
- Unlike platforms that prioritize visual content and entertainment, Reddit thrives on in-depth discussions around user-generated topics, driving deeper interaction and loyalty.
- The platform has also seen a 50% increase in daily active users during Q2 2024, highlighting its growing importance.
From a marketing perspective, Reddit’s rise presents a unique opportunity to engage with deeply invested communities. As more users gravitate towards Reddit’s authentic, discussion-driven environment, brands and businesses can connect with audiences in more meaningful ways.
Additionally, Reddit’s evolving ad offerings, including AI-enhanced search capabilities and new partnerships, have fueled a 41% increase in ad revenue.
- For brands looking to connect with highly engaged users, Reddit could be a top choice for both paid and organic marketing efforts.
- However, your approach to utilizing this platform will be crucial—as users value transparency, authenticity, and genuine contributions over traditional advertising tactics.
- Whether you’re building brand awareness or creating direct engagement, the key is to offer value and foster conversation within these active communities.
As other platforms experience dips or plateauing engagement, Reddit’s rise represents a powerful advertising avenue for brands.
X Hit with Nine Data Protection Complaints Following AI Data Processing Suspension
Elon Musk’s social platform X (formerly Twitter) has been faced with nine data protection complaints across several European countries, including Austria, France, and Spain. These complaints were filed after X announced it would suspend the processing of personal data for AI training, following regulatory scrutiny.
The complaints, lodged by the European Center for Digital Rights (NOYB), accuse X of violating the EU’s General Data Protection Regulation (GDPR) by using user data to train its AI model, Grok, without proper consent.
- According to NOYB, X had been using data from over 60 million EU users between May and August 2024 without informing them or obtaining their consent, a clear breach of GDPR requirements.
Though X has since suspended its data processing for AI, NOYB is still pushing for a full investigation, citing concerns about transparency and the protection of user privacy.
This case is another reminder of the growing need for brands to prioritize data privacy when using AI and machine learning. If you’re using X’s ad services, make sure to stay informed about privacy laws like GDPR and ensure transparent data practices to build consumer trust.
App Store Updates
Apple Updates EU App Store to Allow for External Links and Promotions
In response to the European Commission’s announcement in June, Apple is updating its Digital Markets Act compliance plan for EU-based apps that use StoreKit External Purchase Link Entitlement. This marks a major shift in how EU-based businesses can promote and link to offerings beyond the App Store ecosystem.
As reported in our April 2024 Mobile Marketing Roundup, Apple has been gradually adapting its EU App Store policies in response to legal challenges. With this latest update, app developers and businesses can now actively guide users toward alternative payment options, reducing dependency on Apple’s in-app payment system and the associated fees.
- Coinciding with the release of iOS 18 and iPadOS 18, developers can now create in-app promotions that link directly to purchases outside the App Store. This includes alternative marketplaces, other apps, or websites.
- With this freedom, developers can design content that promotes external offers, displays pricing information, and provides actionable links that users can tap or scan to complete purchases elsewhere.
For businesses, this update is a great opportunity to diversify monetization strategies and cut transaction costs. By directing users to external payment options, you can increase profitability while offering more competitive pricing. However, this new flexibility also means that it will be crucial to ensure a seamless user experience across different payment platforms.
Stay tuned for more updates as these changes roll out in the coming months.
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It’s ‘Glowtime’: Apple’s September 2024 Event Predictions
Apple’s much-anticipated ‘Glowtime’ event is set to go live on September 9, 2024, introducing several updates and new technologies that brands should take note of. While most attention will likely be focused on the iPhone 16 series, the event will also showcase updates for Apple Intelligence and generative AI.
Here are the key announcements relevant to brands:
AI-Powered Personalization with Apple Intelligence
The iPhone 16’s A18 chip, powering enhanced Apple Intelligence, marks the company’s shift toward more personalized, AI-driven user interactions.
- With Apple Intelligence, you’ll be able to create more personalized, intuitive experiences for your users—whether that’s through advanced voice commands with Siri or AI-powered content recommendations.
iOS 18’s Enhanced Capabilities
The release of iOS 18 will introduce tools and features to improve app functionality, especially surrounding personalization and performance.
- This includes AI-driven content suggestions, dynamic widgets to keep your app fresh and engaging, and improved privacy controls.
These improvements could be utilized to deliver highly relevant experiences based on real-time user behavior and preferences.
Click here to check out our full coverage and expert insights on these features and more.
Play Store Updates
Google Play Console Store Listings Update for Streamlined Asset Management
Google recently introduced a new update to the Play Console, merging the Main Store Listing (MSL) and Custom Store Listings (CSL) into a single ‘Store Listings’ tab. This change essentially simplifies the management of multiple listings, especially when handling different regions or campaigns.
Here are the main changes:
- Default Store Listing: The MSL has been renamed to ‘Default Store Listing’, though its functionality remains largely the same.
- Inherit Group Asset vs. Use Custom Asset: One of the biggest improvements is the ability to manage listings within groups more efficiently:
- Inherit Group Asset: This option allows any changes made to the Default Store Listing (like updated metadata or images) to automatically apply to all the listings within that group.
- Use Custom Asset: If you need more control, you can customize individual listings by creating unique metadata or assets without affecting others.
By choosing ‘Inherit Group Asset’, you can make a single update to apply changes across all listings in a group, saving time and ensuring consistency. For more targeted listings, opting to ‘Use Custom Asset’ allows flexibility to tailor each version to its relevant audience.
Overall, this QOL update means you can now streamline large-scale updates while maintaining the ability to fine-tune individual listings—offering greater control and efficiency in managing your Play Store presence.
Android 15 Released to AOSP
Google has officially released the Android 15 source code to the Android Open Source Project (AOSP), signaling that the latest version of Android is now stable for public development.
While Pixel users will have to wait a few more weeks for an over-the-air update, this release allows app developers to start optimizing their apps for the new features and functionalities Android 15 offers.
- With Android 15, app developers can take advantage of improved performance, updated security protocols, and new customization features. This gives brands a head start in optimizing their apps for Android 15, potentially improving user experience and engagement.
Now is a great time to ensure your app’s compatibility with Android 15’s new functionalities to ensure a smooth rollout when users receive the update!
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