Back to School Retargeting Strategies for 2024

It’s that time of year again. With schools back in session across the country, it’s a golden opportunity for app marketers to boost installs, increase user retention, and drive conversions. In this blog, we'll explore the latest trends in education apps and share innovative back to school retargeting tactics that apps across various verticals can leverage to make the grade this fall.

Education App Trends in 2024

According to Adjust, the education app market continues to see significant growth, building on momentum from previous years.

  • Sustained Growth: Educational apps remain one of the most popular categories on app stores, with the market projected to reach $124.7 billion by 2027. User numbers have expanded dramatically, from 185 million in 2019 to 350 million in 2022, and this upward trend is expected to continue in 2024.
  • Seasonal Patterns: Education app installs show consistent seasonal peaks in January, March, and September, aligning with the start of academic years globally. In 2023, September saw a 24% increase in installs compared to the yearly average, and this pattern is likely to persist in 2024.
  • Increased Engagement: App sessions have seen remarkable year-over-year growth, with 2023 showing an 18% increase over 2022 averages. This trend of higher user engagement is expected to continue into 2024.
  • Language Learning Focus: Language learning apps remain a dominant subcategory within educational apps. Apps like Duolingo continue to lead in both downloads and in-app purchases, with increased interest during travel seasons.

Emerging Trends in Education Apps

As we look ahead to 2024, several innovative trends are shaping the landscape of educational apps, enhancing the learning experience and expanding opportunities for students and educators alike: 

  • AI-Powered Personalization: Artificial Intelligence is revolutionizing education apps by offering personalized learning experiences. These apps adapt to individual student needs, providing tailored content, pacing, and difficulty levels to optimize learning outcomes.
  • Gamification and Immersive Learning: Educational apps are increasingly incorporating gamification elements to boost engagement. This trend extends to immersive technologies like Augmented Reality (AR) and Virtual Reality (VR), creating interactive and captivating learning environments.
  • Collaborative Learning Platforms: Apps that facilitate peer-to-peer interaction and group projects are gaining traction. These platforms foster collaboration skills while providing a more social and engaging learning experience.
  • Focus on Soft Skills Development: Beyond traditional academic subjects, there's a growing trend in apps designed to cultivate soft skills such as critical thinking, problem-solving, and emotional intelligence. These skills are increasingly valued in the modern workplace.

Back-to-School Retargeting Tactics for 2024

To capitalize on the back-to-school season, consider the following retargeting strategies across different app verticals:

Leverage Seasonal Timing

Target users aggressively in late August and early September when installs and engagement typically spike. Create campaigns that emphasize the benefits of educational apps for the new school year.

  • Entertainment apps: Promote "study break" content or student discounts on streaming services
  • QSR apps: Offer "lunch rush" deals for students returning to campus
  • Fintech apps: Promote budgeting tools for managing student expenses
  • Shopping apps: Showcase back-to-school essentials and dorm room must-haves
  • Gaming apps: Introduce "after-school" gaming challenges or student-exclusive in-game items

Cross-Promote in Travel Apps

With the summer travel season winding down, retarget users who have been active in travel apps with ads for language learning or educational apps to maintain their skills.

  • Language learning apps: Remind users to continue their language studies post-vacation
  • Entertainment apps: Suggest travel-themed content to ease the transition back to routine
  • Shopping apps: Showcase products that help transition from vacation to school/work mode

Personalized Messaging

Use data on user behavior to create personalized retargeting messages. For example, remind users of their learning streaks or progress to encourage re-engagement.

  • Entertainment apps: Recommend content based on previously watched genres or artists
  • QSR apps: Remind users of their favorite orders or suggest new menu items based on past preferences
  • Utility apps: Highlight unused features that could be beneficial for the new school year
  • Gaming apps: Remind users of their in-game achievements and encourage them to level up

Offer Back-to-School Promotions

Launch special promotions or discounts for the back-to-school season, particularly for subscription-based apps or those with in-app purchases.

  • Entertainment apps: Offer student discounts on annual subscriptions
  • QSR apps: Create meal deal bundles targeted at students
  • Shopping apps: Run flash sales on school supplies and dorm essentials

Multi-Channel Approach

Utilize a mix of retargeting channels, including in-app ads, push notifications, and email campaigns. Consider incorporating Connected TV (CTV) retargeting, which is becoming increasingly prominent in the app marketing landscape.

  • Entertainment apps: Implement CTV ads to reach cord-cutting students with promotions for binge-worthy shows during study breaks
  • Shopping apps: Create dynamic product ads showcasing back-to-school essentials based on user browsing history
  • Gaming apps: Implement rewarded video ads on other gaming apps to offer in-game bonuses for returning to your game

Highlight New Features

If your app has introduced new features or content for the school year, make these the focus of your retargeting campaigns to re-engage lapsed users.

  • Entertainment apps: Showcase new original content or improved user interface
  • QSR apps: Highlight new menu items or improved ordering process
  • Shopping apps: Showcase new brands or product categories relevant to students
  • Gaming apps: Highlight new game modes, characters, or multiplayer features

Takeaways

  • The education app market is projected to reach $124.7 billion by 2027, with user numbers and engagement continuing to rise.
  • Emerging trends in education apps include AI-powered personalization, gamification, microlearning, and a focus on soft skills development.
  • Effective back-to-school retargeting tactics include leveraging seasonal timing, cross-promoting with travel apps, personalizing messaging, offering promotions, and adopting a multi-channel approach.

Don't let your app get left behind this back-to-school season. Partner with YouAppi to leverage top app retargeting strategies and watch your user engagement and conversions soar.