As we prepare to enter 2025, the stakes are higher than ever for app marketers aiming to cut through the noise and create a lasting impact. Staying ahead of competitors requires more than just adapting; it demands the ability to anticipate what’s coming next. But how do we do that?
To help you stay ahead of the curve, we’ve turned to the expertise of our team, whose combined experience spans all areas of app marketing, including app store optimisation, user acquisition, creative innovation, and more.
Based on their extensive knowledge and experience in the industry, they’ve identified trends, challenges, and opportunities that will shape the future of app marketing. These aren’t just 2025 predictions – they’re actionable insights designed to empower marketers to make smarter decisions, refine their strategies, and thrive in the year ahead.
However, before we dive into these 2025 predictions, let’s reflect on our 2024 forecasts (which you can read more about in our 2024 App Marketing Predictions post). Did we hit the mark? Let’s take a look.
2024 app marketing predictions – did we get it right?
Higher adoption of AI technology
Our experts were right, 2024 has seen an even greater integration of AI in-app marketing. Apple introduced new AI tools that have been integrated into Apple’s new phone, which became the main draw of their presentation, with Apple Intelligence being their new flagship selling point. Generative AI is not just being implemented by Apple but by all across the industry.
Performance campaigns will demand User-Generated Content (UGC)
In 2024 UGC had its moment and continued to dominate as a high-performing asset in paid campaigns, especially on social platforms like TikTok and Instagram. 84% of Millennials say that UGC sways their purchasing choices. This proves that authenticity remained key in driving conversions, and brands capitalised on that tapping into influencers and everyday users to produce relatable content.
App owners will have to embrace privacy
Privacy became a non-negotiable in 2024, with regulations like the EU’s Digital Services Act and growing enforcement of GDPR and CCPA driving compliance. Apple’s App Tracking Transparency (ATT) continued to reshape marketing strategies, and Google’s push toward Privacy Sandbox introduced a new paradigm for Android tracking.
New app store features will help drive acquisition and re-engagement
App stores introduced several new features, like improved subscription management and AI-powered recommendations in Google Play. However, while these changes benefited some apps, they were not game-changing for all verticals.
ROI will become the essential KPI to track in 2024
With privacy concerns making tracking more challenging, ROAS and ROI have become essential metrics for measuring marketing effectiveness in 2024. And with rising ad costs, monitoring ROI closely has been essential for optimising campaigns and maximising advertising budgets.
2024 has been an exciting year for app marketing with many of our predictions coming to fruition. As we look ahead to 2025, our experts share their insights into the key trends and opportunities that will shape the industry.
From breakthroughs in AI and automation to shifts in consumer expectations and new app store dynamics, in this article, we’ll explore these predictions and provide actionable strategies you can implement to stay ahead of the competition and drive success for your app in the coming year.
Lets dive in!
App marketing trends and 2025 predictions
Apple intelligence will revolutionise app discovery and engagement
Megan Dean – Strategy Growth Director
“One of the most interesting developments that we’ll see in the app space next year is the launch of Apple Intelligence – the ambitious new feature set will offer new opportunities for apps in terms of engagement and retention. “Siri with App Intents” enhances the voice search by allowing it to take actions in and across apps, making app actions more discoverable. One of the app ecosystem’s trickiest parts is that content is significantly gated, unlike on the web, where you can use search engines to get straight into the content you need.
With the new enhancements, we may see that barriers are reduced, offering new ways for apps to engage with users. We’ll likely also see big improvements to the search algorithm on the App Store as Apple’s search capabilities improve as part of Apple Intelligence, offering app owners more opportunities and a better user experience.”
The next step for app marketers
This evolution has the potential to shift user behaviour and app marketing strategies significantly. Developers will need to focus on optimising their apps not only for traditional discovery methods but also for voice-driven interactions and cross-app functionalities. Incorporating App Intents effectively could become a key differentiator, enabling apps to surface in more relevant contexts and cater to user needs seamlessly.
For app marketers, this means revisiting keyword strategies, refining app metadata, and creating more integrated user experiences. Meanwhile, users will benefit from a more intuitive and efficient way to navigate app content, bridging the gap between app ecosystems and the open web. As Apple Intelligence takes shape, the ripple effects could redefine how apps are built, discovered, and engaged with.
Balancing flexibility with long-term growth using micro subscriptions will be the way to go
Alexis Potts – App Consultant
“In 2025 I think micro-subscriptions will continue to be more apparent within the app landscape, offering users short-term, flexible access to specific content, features, or services at lower price points. This trend is emerging as a response to subscription fatigue and the demand for greater affordability, which we are seeing across all industries, not just apps specifically. (Micro-subscriptions are a variation of the traditional subscription model, offering consumers access to products or services for shorter duration and at a lower cost.)
These bite-sized models provide an opportunity to boost trial start conversion rates and cater to users with specific needs, driving incremental revenue growth. However, it’s important to note that there are challenges to be considered from an operational perspective. Things such as higher churn rates, increased subscription management (which can be difficult without a tool in place), and complex set ups can hinder the success of these initiatives.
To succeed, apps must balance micro-subscriptions with robust user engagement strategies and upsell paths to ensure long-term scalability and stability. By leveraging user-engagement data, it is possible to effectively outline bundled subscriptions which ultimately lead to larger subscription uptake. If done correctly, apps can retain a larger paying user base, whilst simultaneously appealing to a broader target audience moving forward. It will be interesting to see whether apps can do this successfully in 2025!”
The next step for app marketers
The rise of micro-subscriptions reflects a broader shift toward personalisation and affordability in the app industry, signalling a more user-centric approach to monetisation. Apps embracing this model have the chance to attract a diverse audience by catering to specific preferences, offering users the freedom to pay only for what they need when they need it. However, success in this space will hinge on the ability to strike a delicate balance between flexibility and value.
Apps that leverage data-driven insights to fine-tune their offerings, provide seamless subscription management, and implement clear upsell opportunities will be better positioned to maximise both revenue and user satisfaction. As we move through 2025, the apps that can overcome the operational challenges of micro-subscriptions and craft scalable, engaging solutions will undoubtedly lead the way in redefining how users perceive and interact with paid app features.
Hyper-personalised search will improve your ASO
Ed Lindey – ASO Manager
“Personalised search results will redefine ASO in 2025, as app stores continue to enhance their algorithms to deliver highly customised user experiences. Search customisation will leverage data such as user preferences, geographic location, and past behaviours to present results that are tailored to individual needs and expectations. This evolution will require marketers to adopt hyper-targeted keyword strategies that align with diverse user intents, ensuring their apps remain relevant across a broad range of audience segments.
Additionally, the dynamic nature of metadata will demand constant updates, as the relevance of Titles, Descriptions, and more will need to shift in real time to appeal to specific user demographics or contextual trends. With these developments, the success of organic strategies will hinge on the ability to adapt quickly and maintain a deep understanding of user behaviour, further blurring the lines between personalisation and optimisation.”
The next step for app marketers
Developers will need to focus on optimising their apps not only for traditional discovery methods but also for voice-driven interactions and cross-app functionalities. Incorporating App Intents effectively could become a key differentiator, enabling apps to surface in more relevant contexts and cater to user needs seamlessly. For app marketers, this means revisiting keyword strategies, refining app metadata, and creating more integrated user experiences.
Meanwhile, users will benefit from a more intuitive and efficient way to navigate app content, bridging the gap between app ecosystems and the open web. As Apple Intelligence takes shape, the ripple effects could redefine how apps are built, discovered, and engaged with.
AI personas will redefine personalisation for deeper user connections
Mick Rigby – CEO
‘I believe we will start seeing the first vestiges of apps integrating deeply personal AI personas tailored to the needs, emotions and practical usage of the individual in order to build a tighter relationship through the app.
These personas will remember how the individual uses the app, and their preferences and will adapt personalities in order to interact dynamically based on the users’ behaviours to make the app experience feel deeply personal. This will help build stronger relationships with the consumer and, consequently, long-term value.‘
The next step for app marketers
The integration of deeply personal AI personas could mark a transformative shift in how apps approach user engagement and loyalty. By creating a sense of human-like connection, these adaptive personas can turn routine app interactions into meaningful experiences, fostering a sense of companionship and trust. However, this innovation will require developers and marketers to strike a careful balance between personalisation and privacy, ensuring users feel empowered rather than surveyed. As these AI personas become more sophisticated, they have the potential to redefine user expectations across industries, setting a new standard for what it means to deliver truly customer-centric app experiences.
What do these 2025 predictions mean for app marketing?
As we look to the future of app marketing, one thing is certain: adaptability and innovation will be the key drivers of success in 2025. The industry is poised for transformative shifts, from advancements in AI and hyper-personalisation to evolving monetisation models like micro-subscriptions. These trends not only present exciting opportunities but also demand that marketers, developers, and strategists remain agile and forward-thinking.
The road ahead is filled with potential, and those who take bold, informed steps will be the ones to define the next era of app marketing.
