With the New Year fast approaching, the mobile industry is actively discussing key trends that will determine app success in the near future. Shifting user preferences, growing competition, and the fast pace of technological change require developers and marketers to stay flexible and respond quickly. As competition grows and user behavior and technology evolve at an increasing pace, success depends on the ability to attract, retain, and engage users effectively.

Alexander Vereshchagin, ASO Lead at Angle Agency, explored key trends that will help app developers adapt to market challenges and stay competitive. These trends cover areas like personalization, localization, video content, and the adoption of artificial intelligence. Together, these trends shape a strategy helping create apps that meet the requirements of the modern market and user expectations.

More competition

The number of apps on the App Store and Google Play is growing at an explosive rate. According to public data, up to 1,000 new apps are added to the App Store daily, while Google Play sees around 3,300 new apps each day.

Competition is particularly intense in highly competitive markets like finance, health, and fitness. In these categories, capturing user attention becomes increasingly challenging as top positions are dominated by established brands. For example, an app can secure a spot in the top 10 solely through branded searches. At the same time, a lesser-known app with a well-structured ASO strategy might still fail to break into the top 20 without a comprehensive approach.

Why is competition increasing?

1. Ease of development: Advancements in technology — along with accessible training and app-building platforms — are making it easier than ever to get started. This is especially true for no-code solutions that allow you to create apps without programming skills.
2. Global market: More and more developers are trying to enter international markets, which creates additional pressure on local segments.
3. Dominant top charts: Popular categories are often ruled by major players who have already bolstered their strong positions. Breaking into the top requires a truly unique offering beyond app promotion.

How to succeed in an increasingly competitive market?

1.Effective ASO

To stand out among thousands of apps, both text and visual optimization need to be conducted with a rigorous marketing approach. Your app should use clear, relatable language and offer solutions tailored to the user’s specific needs.

2. Synergy between ASO and ASA

ASO (App Store Optimization) and ASA (Apple Search Ads) can work hand in hand. ASO improves an app’s organic visibility, reducing user acquisition costs through ASA. At the same time, ASA campaigns provide quick results and insights that can be used to further optimize metadata.

An important note: the higher your app page’s conversion rate through ASO, the lower your cost per install via ASA.

3. Focus on unique advantages

In a competitive market, it’s crucial to clearly showcase your app’s unique selling points (USPs). Users should immediately understand:

What problem does your app solve?

• How is it better than the competition?
• What features make it stand out from similar apps?

4. Competitor analysis

Successful promotion is only possible if you analyze your competitors’ keywords and strategies. AI technologies can identify weaknesses in their optimization, giving you opportunities for growth.

5. Maintaining product quality

No amount of optimization can make up for a product that falls short of user expectations. Your app needs to run quickly and reliably, address user needs effectively, and offer an intuitive user interface.

Increasing competition is a challenge for all developers, but it’s one you can overcome with a well-rounded approach to promotion. Smart ASO, effective ASA support, competitor analysis, and a marketing-based focus on unique benefits can help your app stand out among thousands of others. At Angle Agency, we don’t just help apps reach the top — we help them stay there.

Personalization

With competition growing rapidly, personalization has become an essential part of mobile app marketing. Users now expect an individual approach at every stage — from discovering an app to installing and using it.

Personalization allows you to adapt content, app store pages, and visuals to different audiences, their needs, and their search intent. This approach boosts conversions and helps retain users over time.

Custom Store Listings (CSL): How does it work?

One of the most effective personalization tools on Google Play is Custom Store Listings (CSL). This feature allows you to create up to 50 alternative app pages, each tailored to specific search queries or target audiences.

CSL ensures that users see exactly what they’re looking for, rather than a generic app page. This boosts relevance, builds trust, and ultimately drives higher conversion rates for installs.

CSL success stories

1. OLX

The OLX platform is a great example of a multifunctional app that can be adapted to different audience segments using CSL:

• Real estate seekers might see a page titled “OLX: Real Estate” with visuals of apartments, houses, and rental options.
• Car enthusiasts would be shown a page called “OLX: Cars” featuring relevant keywords and screenshots focused on the auto category.

This approach ensures that each audience segment immediately understands how the app can meet their specific needs.

2. Uber

Uber’s approach clearly shows how personalization can promote different features within the same app:

• Users looking for a taxi will see a CSL focused on ride features: easy booking, pricing, and travel comfort.
• Those searching for food delivery will land on a page with visuals and text highlighting the Uber Eats service.

The result? Uber effectively markets multiple services within one app, adjusting pages to specific queries and user needs.

What does personalization with CSL include?

At Angle Agency, we offer a full-service solution for developing Custom Store Listings, covering every step needed for maximum optimization and personalization.

Steps we take:

1. Niche analysis — Researching trends, audience behavior, and successful case studies in your category.
2. Competitor analysis — Examining popular keywords, metadata, and visuals that drive the most traffic.
3. Semantic core development — Selecting the most relevant and high-traffic keywords for your app.
4. Search query clustering — Grouping keywords by query types and target audiences.
5. Text optimization — Crafting titles and descriptions for each keyword cluster with ASO in mind.
6. Visual adaptation — Designing personalized icons and screenshots tailored to user search intent.

Why is personalization important for driving conversions?

• Individual approach: App pages are customized for different audiences and search queries. For example, users searching for “games for girls” might see screenshots featuring princesses, while “games for boys” might lead to visuals with cars
• Increased relevance: When users see a page that directly matches their search, they are far more likely to install the app
• Metadata optimization: Text elements like titles, descriptions, and keywords are adapted to specific audience clusters
• A/B testing: Testing different pages helps identify which queries and design elements perform best
• Competitive advantage: Since CSL is still a relatively new tool, early adopters gain a significant advantage over competitors

Personalization as a strategic growth tool

Personalization in app promotion allows you to:

1. Target your audience more precisely by creating pages tailored to specific queries
2. Lower the cost per install through higher conversion rates
3. Capture user attention by showcasing your app’s benefits from the very first moment

CSL enables companies to scale their promotion efforts, test hypotheses, and build tailored strategies for each audience segment.

Why you should start personalizing now

The personalization trend has already transformed the way apps are promoted. Companies that are quick to adapt their Google Play pages to user queries gain:

• Higher conversion rates and reduced ad costs.
• Improved rankings due to more relevant pages.
• More competitive position in the market.

Apps that don’t adopt personalization risk being overtaken by competitors who adapt more quickly to this new reality. Custom Store Listings are the future of app promotion, and now is the time to implement them.

The examples of OLX and Uber show how personalization helps promote multifunctional apps, while Custom Store Listings unlock new opportunities for precise user engagement. The team at Angle Agency is ready to create effective CSL pages for your app, making it as appealing and relevant to your audience as possible.

Localization

Localization remains one of the most important trends in mobile app marketing for 2025.
Localization goes beyond translation — it’s about adapting content, design, and visuals to match the language, culture, and behavioral nuances of a specific country or region. Effective localization builds user trust, makes your app relevant, and significantly boosts conversions in new markets.

Why localization is important

1. Behavioral differences: Users in different countries interpret content, visuals, and terminology in unique ways. For instance, words or images that resonate with one audience might be confusing — or even inappropriate — for another.
2. Cultural preferences: Design elements, holidays, and cultural symbols play a huge role in how users perceive your app.

Linguistic nuances: Machine translation often falls short when it comes to linguistic and contextual subtleties. Professional localization is essential for adapting keywords and texts effectively.

Results of successful localization

• Higher conversion rates: Users are more likely to install apps that feel familiar and easy to understand.
• Improved reviews: A localized app builds trust, reflected in positive ratings and comments.
• Audience growth: Adapting to local markets gives access to new users and increases market share.

Localization is an investment that pays off through user trust, increased downloads, and successful expansion into new markets. It’s the key to achieving global success with your mobile app.

Steps of localization

1. Target market analysis: Understanding user needs and behavior, key trends, and the demand for your app in the new market.
2. Relevant keyword selection: Utilizing GenAI and computational linguistics to identify the right terms and search queries.
3. Visual adaptation: Designing screenshots, icons, and videos to reflect the cultural specifics of the target country.
4. Text translation and optimization: Professional translation tailored to local expressions, terminology, and audience preferences.
5. Testing: Evaluating how the localized version resonates with the target audience.

Example: localizing an app for the Indonesian market

Let’s take a look at a mini-audit of an app targeting the Indonesian market and common mistakes often found in poorly localized versions:

Issues with the current version:

1. App name: The term “Kalender Periodik” is unfamiliar to local users. The correct term would be “Kalender Menstruasi,” as it’s more commonly recognized in the region.
2. Text translation: The text was translated using Google Translate, resulting in unnatural phrasing that reduces user trust.
3. Visuals:

• The characters in the screenshots have facial features that don’t resonate with the local audience.
• There are no hijab elements, which are important cultural symbols for a significant portion of users.

Solution:

1. Text localization:

• Update the app name to “Kalender Menstruasi” to improve relevance.
• Optimize subtitles and descriptions using region-specific keywords (e.g., replacing unnatural translations with “Peluang Kehamilan”).

2. Design adaptation:

• Replace visuals with characters featuring Asian facial features.
• Include character options wearing hijabs to improve cultural relevance.

3. Focus on competitive advantages:

• Clearly highlight key app features, such as cycle tracking, personalized advice, and pregnancy support, in a way that is easy to understand.

Results of effective localization

After implementing professional localization, the app:

• Became more accessible and appealing to local users.
• Gained trust and positive reviews by addressing cultural nuances.
• Increased conversion rates through the use of relevant keywords and culturally adapted visuals.

Why is localization a competitive advantage?

Many developers still overlook the importance of adapting their apps for local markets, often relying on machine translation. This results in lower text quality and reduced audience trust. Companies that take a professional approach to localization get a significant advantage:

1. Higher conversion rates: Localized apps feel more natural and relevant, encouraging users to install them.
2. Attracting new audiences: Thoughtful adaptation builds trust with local markets.
3. Stronger global market presence: Professional localization allows apps to compete with local leaders and secure top positions in search results.

Localization is a strategic move for breaking into global markets. It helps your app feel relevant to users from different regions while aligning with their cultural nuances. The example of the Indonesian market clearly illustrates how effective  localization of texts and visuals builds trust and drives higher conversions.

At Angle Agency, we conduct in-depth analyses of local markets, tailoring texts, keywords, and visuals to the specific needs of each region. This approach allows our clients to scale their apps successfully and secure leading positions on the global stage.

Video content

Video content can effectively demonstrate an app’s key features and benefits in just 15–30 seconds. In recent years, it has remained one of the most impactful ways to attract attention and boost conversion rates.

Shifts in user behavior are evident in the rise of platforms like TikTok and Reels. These services have made short, emotionally engaging videos the dominant format of content consumption. Users are increasingly drawn to dynamic clips that quickly convey the message and spark interest.

What does this mean for apps?

A similar approach is becoming essential in mobile marketing: short videos not only show app functionality but also build an emotional connection with an audience. For example, a video can demonstrate how the app improves daily life, saves time, or offers unique features — all in a format that today’s users are accustomed to.

Incorporating video content inspired by the success of TikTok and Reels helps apps stand out from the competition and engage their target audience more effectively.

Videos in app stores

Video content on the App Store and Google Play gives you 15–30 seconds to show users why your app is the solution they need. For example:

• Finance app: “Send money to a friend in just 10 seconds.”
• Fitness app: “A weekly workout plan with personalized recommendations.”

On Google Play, videos on app pages autoplay, making it more likely for users to stay and install the app. This feature grabs attention and provides a great way to highlight your app’s interface and key features.

Videos are especially useful for demonstrating real-life use cases: how the app works, how easy it is to use, and how it solves user problems. This is particularly important for apps with multifunctional capabilities, where text and static images might not fully convey the app’s potential.

Videos outside of app stores

Video content isn’t just effective on app store pages — it works just as well outside of them. For example:

• Social media: Videos on Instagram, TikTok, YouTube, and Facebook can grab attention and introduce your app through short, engaging clips.
• UGC (User-Generated Content): Reviews and videos created by users help build trust and increase virality for your app.

What should a video look like?

1. Short and dynamic

The ideal length for a video is 15 to 30 seconds. Users decide whether to install quickly, so it’s crucial to highlight your app’s key features and benefits right away.

2. Strategically thought out

Your video’s script should do more than showcase the interface — it should solve a user problem or demonstrate how the app can improve their life.

For example:

Instead of simply displaying meditation calendar features, show:

“Can’t fall asleep? Five minutes of meditation can help you relax and drift off faster.”

3. Incorporating gamification and immersion

Videos featuring game-like elements, engaging storylines, or puzzles keep viewers engaged longer and have more chances of being shared.

4. Adapted for the audience

Visuals, characters, and scripts should align with the expectations of your target audience. For example:

• For India or the Middle East: incorporate cultural elements, like traditional clothing.
• For teens: use bright, energetic videos featuring current TikTok trends.

Benefits of video content for apps

1. Higher conversion rates

Videos quickly communicate the value of your app, reducing the chance of drop-offs and increasing installs.

2. Increased engagement

Short, captivating videos hold attention and create an emotional connection with users.

3. Viral potential

Great video content has the potential to be shared on social media, boosting reach and attracting a new audience.

Video content is an integral part of a quality marketing strategy in 2025. It helps your app stand out among competitors, attract attention, and quickly communicate key information to the user. On Google Play, autoplay videos make users more likely to install your app, while using videos on social media makes your app page more engaging.

At Angle Agency, we develop dynamic and detailed video scripts that highlight your app’s functionality and key advantages. Our scripts are tailored to your audience, current trends, and specific goals, helping to boost conversions and user engagement.

While this article has covered some of the most prominent trends shaping mobile app marketing in 2025 — such as personalization, localization, video content, and the rising competition — it’s important to remember that the industry is far more dynamic and diverse.

There are many other trends worth keeping an eye on, including the increasing adoption of AI tools and the growing influence of gamification. AI continues to transform how businesses understand their users, optimize their offerings, and enhance customer experiences. Meanwhile, gamification is proving to be a powerful driver of engagement, helping apps build stronger emotional connections with their users through interactive and rewarding features.

In 2025, these trends, along with others, are only expected to gain momentum as the mobile-first approach becomes the norm across industries. The number of mobile applications is growing at an unprecedented rate, and staying competitive means not just following trends but actively seeking new opportunities to innovate. To thrive in this environment, businesses must remain vigilant, study the market regularly, and be ready to experiment with emerging strategies. By staying informed and adaptable, you can ensure your place in this rapidly evolving landscape. Continue following our content for deeper insights and actionable strategies to keep your app ahead of the curve.