User-generated content in Short Video Apps remain popular: SocialPeta study

New Delhi, March 3, 2022: With more and more mobile apps being developed, the global mobile marketing competition became increasingly difficult. As a result, mobile app companies need to venture into trending marketing strategies, or their competitors will overthrow them.
SocialPeta has released its annual white paper on global mobile marketing in both mobile games and non-game apps. It covers everything you need to know about winning in the mobile market, the mobile advertising statistics in 2021, creative trends & tips, and marketing trend predictions to ensure you have the best.
2021 statistical highlights
Non-game apps: the first decrease of mobile advertisers in the past five years
In 2021, there were 190,000 mobile advertisers, an 8.23% decrease from the previous year that had more than 200,000 advertisers. The reason attributed to this decrease was primarily the saturation of the mobile app market, resulting in its first negative value in the past five years.
The modern era is about making the most of social media marketing, and global mobile app advertisers realize this. The top-most social media platforms in terms of usage - Facebook and Instagram were the most popular apps utilized by advertisers. Both these platforms saw a significant number of non-gaming advertisers, with 149.6K advertisements put up on Facebook alone in 2021.
Game apps: significant difference in the number of advertisers and creatives
There was a significant slowdown in the number of game advertisers in 2021 compared to 2020. Emphatically, SociaPeta recorded a 5% growth rate, in-game advertisers, in 2021 as compared to the 44% growth rate in 2020.
The average duration of creatives is 32.5 days, which increased by 87.9% in 2021. The reason for this is that advertising data shows classic materials are more popular in the market.
 Casual games had the most advertisers, with more than 18k. Also, RPG games had the most significant number of creatives, with a total number of more than 6.6M.
2022 mobile marketing trends
Trends 1:  Popularity of User-Generated Content in Short Video Apps
Short video apps harness the power of UGC through the voice of people and UGC has become the inspiration for creatives of short video apps. User-generated, short-form content has found a place in the short video apps market like TikTok. Users would make videos of themselves and upload the videos while absorbing other interesting videos, and the high-quality ones would help the platforms attract more new users
Trends 2: “Celebrities” Help Boost the Popularity of Mobile Games
Compared to acquiring users through original creatives, it’s more efficient to do that by working with celebrities. The celebrities in the following ads all have lots of royal fans and hence they have great influence. Moreover, each of them is of a quality fit for the product tonality. As a result, it’s easier to get people to download and play the game.
Trends 3: Advertising creatives are the key to mobile game UA success
It is not easy to produce the best advertising creatives for mobile games. However, the place of these creatives in target markets will be a priority.
Trends 4: Marketing Tools Will Help Marketers Get More Opportunities for Their App Growth 
MarTech and Creator's Economies are Gold Mines for Marketers.According to a statement by Katie Jansen, AppLovin Chief Marketing Officer, “Marketers' toolboxes have been forever changed and expanded as we emerge from the pandemic and live in a vibrant creator economy world. Consumer behaviors, particularly their use of apps on mobile devices to conveniently conduct and enjoy all aspects of life, coupled with the proliferation of content creation platforms, create more significant opportunities for marketers to more efficiently monetize and market to defined, engaged audiences.”
Leading the race is difficult in a market with millions of competitors in the same niche. The competition is increasing every single day and advertisers need to think out of the box to thrive in the industry. Mobile app companies need to become a jack of all trades to prevail in the market - from premium app development to futuristic marketing. Without these up your sleeve, it's a quick descent to the bottom for an app that could otherwise become a pioneer of the industry with the right tricks.Luckily, the internet is overflowing with information that’ll provide you with the knowledge and skills of mobile app marketing. Progress miles ahead of other mobile apps with these strategies.

Since founded in 2016, SocialPeta is a powerful advertising intelligence platform that offers analysis insights such as application intelligence analytics, advertising analysis, cost analysis, and many more tools that help businesses boost their sales. SocialPeta 2021 Global Mobile Marketing White Paper.