Use In-App Events to make your dating app the "Hot Ticket"

Can In-App Events Prove Successful for Dating App Brands?

Implementing in-app events (IAE) effectively can significantly enhance your app's organic visibility on the App Store, without resorting to paid advertising. By executing them correctly, you'll draw in new users, keep existing ones engaged and reconnect with individuals who might have lapsed their app use.

How leading dating apps use In-App Events to stay ahead in the game.

Dating Couple

Did you know that large dating apps used an average of 2.4 In-App Events (IAE) per month in 2023? That’s massive.  But why and how did they do that? Did they benefit from it? Let’s find out.

But, before we dive into that, there are two very necessary factors to consider:

  1. Apple will assess the metadata on your Event Card to determine where to display it in search results and editorial content.
  2. Apple may consider the keywords used in your app’s event title and short description, to understand your event, and determine where it will show up in search results.

Therefore, it is of utmost importance to optimize IAE metadata and keywords when creating event cards, in order to achieve maximum visibility of your investment.

Let us share 3 reasons why successful apps use in-app events

  1. Relevance - An IAE allows you to be hyper relevant to what the user is searching for - if you’re launching a new feature that you know people want, leverage that with an IAE.
  2. Engagement - If your app is relevant to a particular event (Pride, for example), or you’ve got a strategy that hangs on a season (New Year or Valentines’ are obvious examples here), create an IAE to generate moment-in-time engagement with searching users.
  3. More Strategy and Less Creative - IAEs gain maximum visibility through strategic timing, rather than creative resource, (when compared to custom product pages, for example). With the help of App Store landing pages that consistently perform, IAEs convert an event opportunity into actual user growth. In short, IAEs can be a better option for dating app brands that are low on creative resources but do have the admin resource to leverage strategic ideas.

This sounds easy, right? Well as they always say, it’s easier said than done. Not all IAE appear on the App Store when you run them. They will appear on your app’s product page (which is only useful if the user finds and opens your App Store page), but not always on the Today page or Apps tab, where you’ll get maximum results.

Test, assess and test again


Even though IAEs require less creative resources, it's still hugely important to use each one as a testing opportunity. One thing to notice with these successful apps is that they continually test content on the app stores, including IAEs. Often with events, you have a very limited time to gather your user data, simply because your event might have a short window of time.  Launch too early and you risk not being relevant (which damages ranking) and run the IAE too long, and you look out of date. Hence, striking the right balance between accurate timing and strategic effectiveness is vital in the long run to build your app brand positively among users.

Make sure that the data you are capturing is comparable to other data, is time-bound and can be quickly assessed for the key learnings, which can then be implemented for the next test.  Indeed, because of the limited nature of IAEs, it could be said that every single one is a test in itself.

That’s all great, but how do dating apps use in-app events to improve their ASO performance?


These apps understand the importance of Apple’s and Google’s real estate, and since this is crucial to scale apps, dating brands invest time and resources, to create IAE strategies that make the best of what’s available to them, including improvements in organic ranking

Wait a second - do IAEs affect ASO? Really? Yes!  You probably knew that already but in case you didn’t, here’s a best-practice guide to what should be added to your in-app event card, to boost ASO. Yes, these details below are searchable, helping your dating app’s ASO strategy.

  • 30-character event name
  • short description of up to 50 characters
  • 120 characters of details, which will be displayed on your event details page (not indexable). So the focus is on generating interest and user experience.

On the App Store, you can find various in-app events running. They appear on the app product page, as well as directly in search results and editorial content. However, whenever your IAEs appear in any form on the App Store, they can help increase keyword ranking and the visibility of the app through searched keywords and the metadata being used in your event card.

Our team also uses insights from how the user is engaged with the IAE to further evolve our clients’ ASO strategies. The valuable data we collect from in-app events can assist your dating app in identifying its strengths and weaknesses, allowing for strategic adjustments to ASO based on real-time user data.

With the help of IAE tracking, our team analyses the following:

  • How many users saw your in-app event card
  • Better understand what led users to our dating app.
  • What causes users to make purchases
  • How many users are performing specific activities within the app
  • What factors affect the decisions of our users

In its absolute essence, In-App Events helps enhance your dating app's ASO strategy and create incremental opportunities for growth.

So having an IAE gives the App Store a reason to feature your app more often. Remember, your users get to see your event cards across the App Store. With this, you’ll have more chances to acquire and attract new users in new and existing markets.

Is competition in the dating vertical keeping you from scaling? Are you looking for ways and strategies to grow your dating app brand? Let’s work together and make wonders happen.

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