Top 10 Advertising Health and Fitness Apps in the U.S

Everyone knows that the best wealth is well being, and with out paid promoting, we might by no means come into contact with among the most wonderful Well being & Health apps on the market. On this article, we’re going to try the consumer acquisition methods of the Prime 10 Promoting Well being and Health apps within the U.S for November 2021.


Table of Contents

Well being and Health is the higher chord of many subcategories from exercise apps to meditation apps to even apps for higher sleep. As you may see, there’s additionally all kinds of apps in our prime 10 promoting Well being and Health Apps for November 2021. Furthermore, the highest advertisers within the App Retailer differentiate from the highest advertisers in Google Play. Solely three apps discovered a spot for themselves in each app shops: HeadSpace, Paired, and BetterMe.

This tells us that within the Well being and Health class, apps maintain diversified approaches for app shops. Whereas Face Yoga by Bongmi World aggressively pursues paid advertising and marketing within the App Retailer and runs ten instances extra distinctive advert creatives than their closest rival, they aren’t even within the prime 10 in Google Play.

That means, Face Yoga by Bongmi World determined that they should focus extra on the App Retailer for his or her progress. This will differ from one app to a different and completely is dependent upon the advertising and marketing targets of the app.

Let’s take a better take a look at the methods of a few of these prime promoting well being and health apps by analyzing BetterMe, Paired, and Headspace.

BetterMe: Psychological Well being

BetterMe is an app that goals to enhance psychological well being by offering respiration workout routines, stress-free sounds, and extra. Briefly, their promise is to alleviate stress. Surprisingly, they’re reaching out to customers on social media platforms the place most research level to as the reason for stress.

Know your viewers, proper? In case you have been promoting sunscreens, Greenland wouldn’t be in your focus. Not but at the very least. You’ll have most well-liked scorching areas the place individuals want sunscreens. Equally, selling a stress aid app on platforms the place individuals want it ought to profit your advertising and marketing targets.

Their advert creatives get impressions principally in america and Japan. Though they’ve an enormous whole share in European international locations the place English isn’t the principle language, their CTOs, title, and Subtitles appear to stay unlocalized. As we identified a number of instances, localization lets you join with customers on a deeper stage. On this approach, you may perceive and reply to their wants higher. However extra importantly, you can also make them perceive you higher, which is able to enhance your app downloads and cut back your consumer acquisition prices in numerous areas.

Inventive Evaluation

Inventive Format Distribution of BetterMe

They’re closely working adverts within the picture format. So, let’s begin with them.

Picture Advert Creatives of BetterMe

These are the picture advert creatives of BetterMe so as of impression scores. As you may see, they’ve a number of totally different topics and strategies to interact with customers. Nevertheless, essentially the most salient facet is how they current the identical topic on totally different canvases.

In case you look intently, you’ll see, they’re utilizing not one however 4 totally different designs for advert inventive on Childhood Trauma. Totally different colours, totally different parts, totally different schematization however the identical content material. With out A/B testing, you can’t know which design will work higher with customers. And as seen, BetterMe is working to enhance their advert creatives by benefiting from it.

Now let’s check out their video advert creatives.

This is likely one of the best-performing video advert creatives of BetterMe. On this quick video, we’ve got seen the consumer interface and their strategy to the topic of health. They confirmed that they benefited from Neurofitness and supplied totally different programs, workout routines, and meditation methods to enhance psychological well being. All in simply 18 seconds.

Right here, we see a unique strategy. They begin by figuring out the issue and shut it up with an answer. In different phrases, they are saying: “You probably have these indicators, you might need despair however don’t fear. BetterMe can assist you.” In a way, we are able to see an identical strategy as hyper-casual video games, which use provocative titles of their video adverts. As a substitute of ‘You Will Not Move this Degree’, promoting well being and health apps apparently use despair and related themes.

For the most effective outcomes, you, too, ought to elaborate your advert creatives with totally different approaches. Bear in mind, you might be coping with tons of distinct customers. You may solely have interaction them with a complete advert marketing campaign that displays many topics associated to your app.

Paired: {Couples} and Relationships

Right here, we’ve got one other stress-relieving app that ranks among the many prime promoting well being and health apps. Nevertheless, Paired focuses on a extra specialised topic. Relationships. It’s a powerful topic to cope with even for those who don’t have one however most individuals have issues of their relationships and they’re on the lookout for methods to unravel them. Paired shoulders the accountability.

Marketing campaign Evaluation of Paired

As you may see, they’re additionally focusing on social media customers. Their most important advert inventive format is the picture and similar to BetterMe, they solely run adverts in English. Nevertheless, the essential half is that Paired runs these adverts in international locations the place English is the mom tongue.

You don’t have to focus on in every single place however it’s a must to goal everybody in your focal in the best approach. Paired might have aimed for lots extra international locations however they most well-liked to give attention to 4 international locations and have interaction higher with them. Nevertheless, you must know that language isn’t the one facet of localization. Though all of them converse English, these 4 international locations have totally different cultures. For a greater strategy, you must tailor your advert creatives to those cultures.

Inventive Evaluation  

Let’s outline what a superb advert inventive is. It ought to be catchy and intriguing whereas showcasing what your app is about, proper?

Picture Advert Inventive of Paired

Right here is an instance. A easy notification from the app adopted by a tweet that talks about how the app works. Severely easy however critically sensible.

On this video advert inventive, we see the aim of the app, which is sweet to have in your advert inventive. Nevertheless, we don’t get the prospect to see the consumer interface and the forms of questions. Including these parts will more than likely profit from growing the click-through charges. Thus, customers can have a greater understanding of the app and due to this fact be one step nearer to the obtain button.

Apple Search Advertisements

BetterMe wasn’t working Apple Search Advertisements and it’s undoubtedly an impediment for his or her advertising and marketing targets. Nevertheless, Paired didn’t fall into this error. Beneath, we see the best-performing Apple Search Advertisements key phrases of Paired.

Apple Search Advertisements Key phrases of Paired

As you may see, the recognition scores of the key phrases are good and Paired will get the lion-share in these key phrases. However what’s higher is that they’re benefiting from 5Creative units.

Product Web page Optimization and Customized Product Pages grew to become reside on App Retailer Join as of yesterday. As you already know, Customized Product Pages have changed the Inventive Units characteristic on Apple Search Advertisements the place you goal totally different customers with totally different product pages.

Above, we see two customized inventive units for Paired. They group totally different key phrases that replicate the chosen inventive belongings. Within the first one, the screenshot says problem your associate with couple video games. And on the best, we see that Paired makes use of key phrases like “Relationship Video games”, or “Couple Video games” for this inventive set.

In the second, the screenshot says monitor your relationship well being. And for this inventive set, Paired makes use of key phrases like “Couple Remedy”, “Relationship Counter” or “Relationship Advices”.

Why is that this a greater approach of promoting? As a result of the one which searches for a pair’s recreation won’t need an app that may query the connection. And, the one that appears for methods to avoid wasting the connection wouldn’t have been concerned with video games. That means that there isn’t a one-size-fits-all in promoting. It’s important to diversify your content material and have interaction with each consumer.

Headspace: Conscious Meditation

It’s essential to all have heard of “Success comes earlier than work solely within the dictionary.” And solely within the dictionary, comes stress after meditation. Headspace provides lots of of guided meditations that can assist you let go of your stress and nervousness.

However we’re right here to see what their paid consumer acquisition methods supply to them. So let’s start.

Our beloved social media channels once more dominate the advert networks. Nevertheless, not like the earlier examples, Headspace additionally works with different advert networks like Admob, Ironsource, and Snapchat. Since some advert networks behave as DSPs, we see can see that Admob directed 6% of the creatives to Unity. Moreover, the creatives which have been submitted by means of Liftoff appears to have appeared in Tapjoy and Mintegral.

Monitoring your cellular advert inventive’s journey and seeing which advert networks work higher in your marketing campaign can will let you actually perceive which cellular advert networks carry out the most effective fo your app.

Headspace runs a big portion of adverts in English and little or no in German. Regardless that they get practically 40% of impressions from English-speaking international locations, the remaining 60% should nonetheless matter, proper? Nevertheless, they appear to not localize their CTOs, titles, and subtitles apart from German.

For the earlier examples, the picture format was second to none. Headspace, nonetheless, favors the Html and Video codecs greater than the picture. Let’s see whether or not they did a superb job.

Inventive Evaluation

As talked about above, the video format is closely most well-liked by Headspace so let’s begin with them.

The tone of the speaker, the sound, and the background, all was good to indicate that you would be able to get a pleasant sleep with headspace. It’s at all times higher to display what you may actually do somewhat than discuss them. We will see that this inventive suits in very well with what Headspace provides as a service in addition to their model positioning.

So, right here is a picture advert inventive of Headspace. They merely showcase a characteristic of their app. Listening to stress-free sounds is one factor however you may also learn to meditate with the assistance of Headspace.

What’s Germany recognized for? Octoberfest, soccer, vehicles. Advert creatives of Headspace, particularly localized for Germany, ought to be on that record. As talked about above, they don’t do that for others.

In case you are not proficient in German, this advert gained’t make any sense to you. Similar to English adverts wouldn’t make any sense to the customers who don’t perceive English. That’s the reason we at all times spotlight the significance of localization.

By the way in which, the advert says “One of the best sleep you’ll ever have. Attempt it without cost.”

Apple Search Advertisements 

Headspace makes use of over 4k paid key phrases within the U.S and runs Apple Search Advertisements in 30 international locations, together with Germany after all. Additionally they have a complete of 5 Inventive units which 2 of that are customized inventive units.

We’ve got filtered the seek for key phrases with above 30 reputation after which ranked them by the impression share.

As you may see, Headspace has greater than 70% of the impression shares for these extremely in style key phrases. It implies that Headspace is doing a fairly good job of discovering the best key phrases and bidding the correct quantity.

Furthermore, most of those are long-tail key phrases. As you already know, long-tail key phrases have low search quantity by definition since they change into extra particular with every key phrase added. Nevertheless, these key phrases even have excessive search scores. Because of this they’ve the potential to extend conversion charges as a result of their specificity whereas reaching out to numerous customers.

As you may see, Headspace is utilizing two totally different units of inventive belongings for 2 totally different units of key phrases. The primary one focuses on the characteristic of “Guided Meditations”, the second focuses on the worth proposition of stress-relieving. Totally different contexts require totally different approaches and that is what Apple Search Advertisements provides: The Potential to focus on each consumer in a extra detailed approach.

Our Advert Intelligence allows you to analysis the market, your rivals and make data-driven selections for the utmost profit. Schedule a demo with our specialists now and get a style of it however we warn you, you’ll actually prefer it.


Posted on