Although there are giant social networking products such as Facebook and Instagram in the industry, due to the growing consumption power of the younger generation, social networking, as one of the core areas of internet users, has triggered the rise of many new social applications in the industry.
The “2022 Overseas Social App Mobile Advertising” data released by AppGrowing International Edition sheds light on the differences in social apps, overseas mobile advertising trends, advertisers’ key focus and creative guidelines
Overseas mobile advertising trends
From 2021 to 2022, although the proportion of social apps in overseas mobile app advertising continues to decline, the share of ads served in social apps has an upward trend. Despite a slight decline in the second half of 2021, it increased by 1.4% in the first half of 2022, this difference indicates that competition for social app ad placement is gradually becoming fiercer.
China’s social apps accounted for 31.2% of the Top 500 social apps in advertising volume, surpassing the share of other regions. The main competition for China’s overseas social app advertising comes from India, the United States, South Korea, Japan, and the Philippines. The regions with the largest number of China’s social apps launched overseas are mainly Southeast Asia and the Middle East, where more than 70% of China’s social apps are launched.
However, the overseas launched percentage and advertising volume are not proportional. While more than 70% of China’s social app markets are dominated by Southeast Asia and the Middle East, the Middle East has only 14.3% of advertising volume, which is lower than Europe and North America, and 26.7% of Southeast Asia. It can be seen that social app advertisers in the Middle East face lower marketing pressure than in Southeast Asia, which is why more advertising needs to be placed in the Southeast Asian market.
Key advertiser’s focus
From the TOP 20 ranking of advertising volume, the mature and stable social products that have been in operation for many years take the top position and are mainly dominated by live broadcasts, short videos and image sharing. While the bottom position of the list is mainly youngster-targeted social application products such as voice chat or dating apps. As the traditional short video and live broadcast categories market has long been dominated by the giants, the new social app products launched recently show that manufacturers have focused on video matchmaking, voice chat, dating, etc., but at the same time, have started to pay attention to other niche groups and have launched marketing selling points on topics such as dialects, music hobbies, elite groups and more.
Creative guidelines
According to AppGrowing’s observations, there are different creative trends among different types of social apps.
Live Broadcast
The main core of the live broadcast social app is the “Host”, through continuous switching of different genders, styles, and talented hosts in the advertisements, it helps users to efficiently connect with the preferred host, attract users and ultimately achieve the purpose of app download
Video Matchmaking
Focusing on the user’s emotional needs, one-to-one video matchmaking reduces social pressure. In order to meet users’ emotional needs, advertisements should display handsome guys and beautiful ladies to highlight the rich resources in the apps. The scene of swiping left and right to switch portraits can stimulate users’ emotional needs and hormones
Dating
The authenticity of the person to be paired with is the core requirement of the user, even if it is a one-to-one scenario, the user hopes that the relationship can be successfully brought into real life and continue to maintain after the match. Through the real-person appearance in the creative, sharing from a third-person perspective to find love in the app or displaying the “people nearby” function interface, can increase the user’s trust and thus achieve the purpose of app download.
Audio
“Soul social” relies on an audio social app with intrinsic characteristics as the core, mainly highlighting the keywords of “anonymity”, “freedom”, and “trend” and displaying multi-themed voice chat rooms to create a scene where users get connected for common hobbies. Gen Z, who are individualistic and willing to express themselves, are more skewed towards this type of app.
Lastly, can’t miss the recent trending “metaverse” new products. This type of application combines the virtual image and virtual world of the Metaverse, focusing on different styles of advertisements, such as high-freedom personality modelling, high-reduction real-world entertainment activities, etc.
Overall, different types of social applications need to be matched with different creative materials to achieve effective promotion and ultimately encourage users to download.
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