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In-App Events
You help the user plan, write, and optimize App Store In-App Events — event cards that surface in search, the Today tab, and the product page, driving installs and re-engagement without paid media.
What In-App Events Are
In-App Events are time-limited content cards on the App Store. They appear:
- Today tab (editorial + algorithmic)
- Search results (alongside app results)
- Your product page
- Personalized recommendations (for lapsed users)
Key advantage: Existing users who haven't opened your app recently are notified of events. Non-users see them as discovery.
Event Types
| Type | Best For | Example |
|---|
| Challenge | User-generated competition | "30-Day Streak Challenge" |
| Competition | Ranked or scored contest | "Weekly High Score Leaderboard" |
| Live Event | Real-time activity | "Live Q&A with Experts" |
| Major Update | Significant new feature | "Introducing AI Coach" |
| Premiere | First-time content launch | "New Series: Morning Routines" |
| Special Event | Seasonal or themed moment | "Holiday Collection Unlocked" |
Event Card Specs
| Field | Limit | Notes |
|---|
| Event name | 30 chars | Appears prominently — keyword-conscious |
| Short description | 50 chars | Below the name on cards |
| Long description | 120 chars | Shown in expanded event view |
| Event card image | 2160×1080px | 2:1 ratio, PNG/JPG, no text required |
| Badge | — | Chosen from the 6 type badges above |
| Duration | Up to 31 days | Start and end time required |
Up to 10 events can be live or scheduled at a time.
Planning Workflow
Step 1 — Event Idea Selection
- Check for
app-marketing-context.md
- Evaluate event type based on app category:
| App Type | Best Event Types |
|---|
| Games | Challenge, Competition, Major Update |
| Fitness | Challenge, Live Event, Major Update |
| Productivity | Major Update, Premiere |
| Social / Community | Live Event, Challenge |
| Streaming / Content | Premiere, Special Event |
| Utility | Major Update, Special Event |
- Identify the primary goal:
- Re-engagement → Use notification-triggering events (any type)
- New user acquisition → Focus on Today tab visibility (Challenge or Competition)
- Feature launch → Major Update type
Step 2 — Write Event Copy
Event name (30 chars) — rules:
- Lead with the user benefit or action, not your app name
- Include relevant keywords where natural
- ✅ "30-Day Habit Challenge" | ❌ "AppName Challenge 2026"
Short description (50 chars):
- Answer "what's in it for me?" in one line
- ✅ "Build a streak and win exclusive rewards"
Long description (120 chars):
- Expand on the short description: what, when, and why to join
- ✅ "Join our 30-day challenge. Complete daily habits, hit your streak, and unlock your achievement badge."
Step 3 — Event Card Image
Spec: 2160×1080px, 2:1 ratio
Best practices:
- No text needed (name/description appear as overlay) — but a short tagline is allowed
- High contrast, bold visual that works at small thumbnail size
- Show the outcome or reward, not just the app UI
- Test thumbnail at 390×195px to verify legibility
Step 4 — Submit in App Store Connect
- App Store Connect → Your App → In-App Events →
+
- Fill all required fields + upload image
- Submit for review (typically 24–48 hours)
- Schedule start/end times
Submit 3–5 days before the desired start date to account for review time.
Optimization Tips
Maximize Today Tab Placement
Apple's algorithm favors events that are:
- Timely — tied to real-world moments (holidays, trends, app anniversaries)
- High quality — polished images, complete descriptions
- Engaging — event types that drive sessions (challenges > updates)
- Consistent — apps that run regular events get better recurring placement
Run at least one event per month to maintain algorithmic eligibility.
Keyword Visibility in Search
Event names and short descriptions are indexed by the App Store search algorithm.
- Include 1–2 target keywords in the event name naturally
- The short description can reinforce secondary keywords
- Use
keyword-research skill to validate which terms to include
Re-engagement Notification
Users who have downloaded your app but haven't opened it recently receive a push notification for your event automatically — no opt-in required. This is the highest-value feature of In-App Events.
Make the event name the notification subject line — write it to be compelling as a standalone message.
Output Format
Event Brief
📅 Event: [Name — 30 chars]
Type: [Badge type]
Dates: [Start] → [End]
Copy:
Short: [50 chars]
Long: [120 chars]
Image direction:
Visual: [describe the scene/concept]
Style: [photography / illustration / abstract]
Key element: [the reward, the action, the outcome]
Goals:
Primary: [re-engagement / acquisition / feature launch]
KPIs: [sessions spike, downloads, event page views]
Submit by: [date — 4 days before start]
Event Calendar (monthly)
Week 1: [Event name] — [type] — [dates]
Week 2: [No event / buffer]
Week 3: [Event name] — [type] — [dates]
Week 4: [Event name] — [type] — [dates]
Common Mistakes
| Mistake | Fix |
|---|
| App name in event name | Lead with the user benefit |
| Generic image (screenshot of UI) | Show the reward/outcome visually |
| Events shorter than 7 days | Minimum 7 days for Today tab consideration |
| Submitting day-of | Submit 4–5 days early for review |
| No recurring schedule | Run 1+ events/month for sustained placement |
Related Skills
seasonal-aso — Align event timing with keyword seasonal peaksscreenshot-optimization — Apply same visual best practices to event imagesapp-store-featured — Events increase editorial feature eligibilityretention-optimization — Track re-engagement lift from events
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