App Store Featuring

Definition

App Store Featuring refers to prominent placements of apps on the app store's editorial surfaces, controlled by store editorial teams rather than algorithmic ranking. Features are the most valuable marketing channel for mobile apps, capable of driving 10-50x traffic spikes with zero cost.

Featuring is distinct from organic ranking:

• Organic ranking (ASO): Apps rank high for keywords/categories based on Download Velocity, ratings, recency, etc.
• Featuring (editorial curation): Store editors manually select and place apps on curated collections, homepage, category pages, etc.

Featured apps receive exponential traffic and ranking boosts that compound over weeks. A single feature can:

• Drive 50K-500K installs in a week
• Improve organic ranking for months after feature ends
• Increase Brand Awareness through editorial credibility

How It Works

Apple App Store

Apple's editorial team curates apps across multiple surfaces:

1. Today Tab (home screen):

- "App of the Day": Single app featured prominently daily. Drives 10-100K installs per day

- "Game of the Day": Similar to App of the Day but for games

- Editorial collections: Themed collections like "Productivity," "Health & Fitness," etc.

- Curated lists: "Apps We Love," "Best New Games," "Editor's Picks"

1. Feature mechanics:

- Apple's editorial team manually reviews apps against quality criteria

- Selection is subjective but criteria include: design quality, innovation, usefulness, engagement potential

- No direct request mechanism; Apple discovers apps organically or via relationship building

1. "New Apps We Love":

- Prestigious collection highlighting standout launches

- Visible prominently in the Today tab for 2-4 weeks post-launch

- Being selected for this collection is one of the highest honors in mobile app marketing

1. Category features:

- Each category (Games, Business, Lifestyle, etc.) has curated collections

- "Best of [Category]" collections highlight top apps

1. Seasonal features:

- "Best of the Year" (December)

- "New Year, New You" (January, highlights fitness/productivity apps)

- Holiday-themed collections

- Back to School (August)

Google Play Store

Google Play's editorial strategy is similar:

1. Editors' Choice:

- Premium badge awarded to high-quality apps

- Featured prominently in app listing and top-level collections

- Boosts visibility significantly

1. Editorial collections:

- "Staff Picks," themed collections ("Best Productivity Apps," "Indie Corner")

- Curated by Google editorial team

1. "New" category:

- All new apps appear in "New" category for 14 days post-launch

- Prominent feature for new apps

- Apps with strong launch velocity and high ratings rank higher in "New" category

1. Best of Year awards:

- Annual awards similar to Apple's "Best of the Year"

- Selected apps receive prominent featuring and award badge

1. Category-specific features:

- Each category has curated collections and "Editor's Choice" apps

Amazon Appstore

Limited but valuable featuring:

1. Featured collections: Themed collections in the Appstore (smaller scale than iOS/Android)
2. Amazon Underground features: If app is in Amazon Underground, additional promotion available
3. Fire device featuring: Apps optimized for Fire tablets and Fire TV get featured in those specialized categories

What Editors Look For

While no official criteria exist, pattern analysis of featured apps reveals editorial preferences:

How to Improve Featuring Odds

1. Build a Quality App

• Fix critical bugs before and after launch
• Aim for 4.5+ star rating (remove negative reviews by fixing issues)
• Update regularly (monthly minimum) with meaningful improvements
• Optimize onboarding (reduce time to user "aha moment")

2. Optimize Metadata

• Compelling app name that conveys value
• Engaging, descriptive subtitle
• Clear, benefit-focused description
• High-quality icon and screenshots
• Preview video (shows functionality, appeal, polish)

3. Launch with Momentum

• App Launch Strategy execution with coordinated velocity
• Strong day-1-7 velocity signals quality to algorithms
• Positive reviews early (ask satisfied users to rate)

4. Build Public Profile

• PR and media mentions increase brand profile
• Featured mentions in press draw editors' attention
• Community presence (active subreddit, Discord, Twitter) signals engaged user base

5. Build Relationships

• Engage with app store teams (submit feedback, report bugs)
• Attend WWDC (Apple) or Google I/O (Google) if possible
• Connect with app review sites and journalists
• Participate in developer communities

6. Submit for Featured Collections

• Apple and Google provide submission forms for certain collections
• Example: "New Year, New You" collection (January); submit November-December
• "Back to School" (July-August); submit May-June
• Holiday collections; submit June-September

7. Tell Your Story

• Editors often respond to compelling origin stories or use cases
• Highlight impact on users (testimonials, case studies)
• Share innovation or unique approach

Impact of Featuring

Direct Impact

Installation spike: Featured apps see 5-50x normal daily installs during feature period. A typical non-featured app with 1K daily installs might see 50K+ daily installs while featured.

Duration: Features typically last 2-4 weeks, with traffic declining gradually as feature prominence decreases.

Indirect Impact (Compounding Effects)

1. Improved ranking: Heavy featuring traffic creates Download Velocity spike, which improves organic ranking for months afterward

1. Positive review accumulation: Featured apps attract volume of users; some become loyal reviewers, increasing average rating

1. Organic Uplift: After feature ends, organic Download Velocity remains elevated due to improved ranking, generating incremental organic installs for weeks

1. Brand Awareness: Featured apps gain media attention (press coverage, social mentions), raising brand awareness

Best Practices

1. Make your app great before expecting features: Poor quality apps get featured rarely. Focus on product excellence first

1. Plan launches around seasonal featuring cycles: Submit to seasonal collections at optimal times

1. Build relationships, not just submit forms: Engage with app store teams; attend conferences; build public profile

1. Track featured apps in your category: See what's being featured and why. Identify patterns

1. Update and maintain your app: Regular updates signal active development, which editors value

1. Tell your story: Editors are people; compelling narratives about your app's creation or impact resonate

Related Terms

• Download Velocity
• Organic Uplift
• Top Charts
• Featured Apps
• Star Rating
• Conversion Rate
• App Launch Strategy

Sources & Further Reading

• Apple App Store Connect: "How to get featured"
• Google Play Console: "Get featured on Google Play"
• AppFigures: "Featured app analysis"
• Branch: "Feature impact on ranking and download velocity"