How to create a high-impact In-App Event strategy that engages mobile customers

IAEs appear on your product page, in editorial sections, and in search results, giving your app additional visibility and the chance to stand out in a crowded marketplace. You can deploy up to five IAEs at a time, with each remaining live for up to four weeks, with an optional two-week ‘Coming Soon’ preview period. Event types include major updates, challenges, live events, premieres, and more.

Having worked with major brands to manage and evolve their App Store Optimisation strategy, we’re sharing our experience with actionable tips to unlock more value from your In-App Events

Animate your assets

High-impact visuals matter, and when it comes to event cards, video is the top performer. We’ve consistently seen animated or video assets outperform static images, with significantly higher impressions and engagement.

Make your creative pop; bright colours, high-quality assets, and clear value messaging are all essential. Consider crafting short, captivating animations that mirror the excitement of your in-app content - these not only grab attention, but also communicate your offer more effectively.

Top tip: videos auto play on repeat, so design them to loop seamlessly for maximum impact.

Embrace the seasons

Apple does have strict guidelines on what qualifies as an in-app event, but seasonal campaigns are a proven, reliable format that consistently get approved and regularly featured.

Seasonal sporting moments, calendar dates like Valentine’s Day, and back-to-school campaigns are all tried-and-tested formats that Apple consistently favours. Seasonal IAEs also tend to gain higher visibility and resonate more with users. This helps position your app as fresh, timely, and relevant, boosting your overall App Store Optimisation strategy.

Three is the magic number

Although you can run up to five IAEs simultaneously, more isn’t always better.

From our experience, too many overlapping events can dilute performance. Engagement tends to spread more thinly, and each IAE may receive fewer impressions individually.

The sweet spot? Three IAEs per month, with no more than two overlapping at any time. This balance helps maximise visibility without cannibalising engagement.

Timing is everything

While IAEs can run for up to four weeks, longer durations generally lead to better results. But beware: overlapping events can reduce overall performance.

We recommend a cadence of two-week IAEs with minimal overlap. This allows you to keep content feeling fresh and maintain consistent visibility across the month while avoiding internal competition between campaigns.

Submit early

In-app events are subject to Apple’s review process - and rejections do happen, especially if your creative or messaging strays too close to sales promotions or sweepstakes. Submit early to give yourself time to revise if needed. Early submission also lets you make the most of “Coming Soon” listings and opens the door to pitching your event for App Store editorial features, which require a minimum of two weeks’ notice.

The power of an effective strategy

For our retail client, Co-op, one of their most successful In-App Events drove just under 1 million impressions and 1000s of app downloads, showing the power that a well executed strategy can have.

For another client, a new In-App Event strategy directly drove over 18,000 downloads from new and lapsed customers. It's clear when done right, this tool can positively contribute to customer acquisition and re-engagement.

In-app events still remain a largely underutilised App Store feature. Brands that aren’t leveraging them are missing a major opportunity to boost visibility, drive growth, and strengthen their overall App Store Optimisation strategy.

While navigating the guidelines and timelines can be tricky, these tips should help you develop a more strategic, results-driven approach. From video-first creative to seasonal hooks and smart scheduling, there’s real potential to turn IAEs into a valuable growth channel.

Need help optimising your In-App Events or boosting your App Store performance?

We’ve helped brands drive hundreds of thousands of downloads and millions of impressions through smart, well-timed promotional campaigns. Get in touch - we’d love to help.