in-app-events

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Chinese

In-App Events

应用内事件（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.

你可以帮助用户规划、撰写和优化App Store应用内事件——这些事件卡片会在搜索结果、Today标签页和产品页面展示，无需付费媒体即可推动安装量和用户重新参与。

What In-App Events Are

什么是应用内事件

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.

应用内事件（In-App Events）是App Store上的限时内容卡片。它们会出现在：

Today标签页（编辑推荐+算法推荐）
搜索结果（与应用结果并列）
你的产品页面
个性化推荐（针对流失用户）

核心优势：近期未打开应用的现有用户会收到事件通知，而潜在用户则可通过这些事件发现你的应用。

Event Types

事件类型

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"

类型	适用场景	示例
挑战	用户自发竞赛	"30天连续打卡挑战"
竞赛	排名或积分制比赛	"每周高分排行榜"
直播活动	实时互动活动	"专家直播问答"
重大更新	重要新功能上线	"AI教练全新登场"
首发活动	内容首次发布	"全新系列：晨间日常"
特别活动	季节性或主题性活动	"假日限定内容解锁"

Event Card Specs

事件卡片规格

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.

字段	限制要求	说明
事件名称	30字符以内	醒目展示，需考虑关键词布局
简短描述	50字符以内	位于卡片名称下方
详细描述	120字符以内	在事件展开视图中展示
事件卡片图片	2160×1080px	2:1比例，支持PNG/JPG格式，无需添加文字
徽章	—	从上述6种类型徽章中选择
活动时长	最长31天	需设置开始和结束时间

同一时间最多可上线或预约10个活动。

Planning Workflow

规划流程

Step 1 — Event Idea Selection

步骤1：选择活动创意

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

查看
```
app-marketing-context.md
```
文档
根据应用品类评估适合的事件类型：

应用类型	推荐事件类型
游戏	挑战、竞赛、重大更新
健身	挑战、直播活动、重大更新
生产力	重大更新、首发活动
社交/社区	直播活动、挑战
流媒体/内容	首发活动、特别活动
工具类	重大更新、特别活动

明确核心目标：
- 用户召回 → 使用可触发通知的活动（任意类型）
- 用户获取 → 重点关注Today标签页曝光（挑战或竞赛类型）
- 功能上线 → 选择重大更新类型

Step 2 — Write Event Copy

步骤2：撰写事件文案

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."

事件名称（30字符以内）——撰写规则：

以用户收益或行动为核心，而非应用名称
自然融入相关关键词
✅ "30天习惯养成挑战" | ❌ "应用名称2026挑战"

简短描述（50字符以内）：

用一句话回答“用户能得到什么？”
✅ "完成连续打卡，赢取专属奖励"

详细描述（120字符以内）：

扩展简短描述内容：说明活动内容、时间和参与理由
✅ "加入我们的30天挑战，完成每日任务，达成连续打卡目标，即可解锁专属成就徽章。"

Step 3 — Event Card Image

步骤3：事件卡片图片

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

规格：2160×1080px，2:1比例

最佳实践：

无需添加文字（名称/描述会作为叠加层展示）——但可添加简短标语
高对比度、视觉冲击力强的画面，确保在小缩略图下清晰可见
展示奖励或成果，而非仅展示应用界面
将缩略图缩小至390×195px测试可读性

Step 4 — Submit in App Store Connect

步骤4：在App Store Connect中提交

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.

打开App Store Connect → 你的应用 → 应用内事件 → 点击
```
+
```
填写所有必填字段并上传图片
提交审核（通常需要24-48小时）
设置活动开始和结束时间

请在期望的活动开始前3-5天提交，预留审核时间。

Optimization Tips

优化技巧

Maximize Today Tab Placement

最大化Today标签页曝光机会

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.

苹果的算法偏好以下类型的事件：

时效性强——与现实场景绑定（节日、热点、应用周年庆）
高质量——图片精致、描述完整
高互动性——能推动会话量的事件类型（挑战>更新）
持续性——定期举办活动的应用会获得更好的重复曝光机会

每月至少举办一次活动，以维持算法推荐资格。

Keyword Visibility in Search

提升搜索中的关键词曝光

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

事件名称和简短描述会被App Store搜索算法收录。

在事件名称中自然融入1-2个目标关键词
简短描述可强化次要关键词
使用
```
keyword-research
```
技能验证应选用哪些关键词

Re-engagement Notification

重新参与通知

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.

已下载应用但近期未打开的用户会自动收到活动推送通知——无需用户主动订阅。这是应用内事件的最高价值功能。

将事件名称设为通知主题——撰写时要确保其作为独立消息也具有吸引力。

Output Format

输出格式

Event Brief

活动简报

📅 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]

📅 活动：[名称——30字符以内]
   类型：  [徽章类型]
   日期：[开始时间] → [结束时间]

文案：
  简短描述：[50字符以内]
  详细描述：[120字符以内]

图片方向：
  视觉：[描述场景/概念]
  风格：  [摄影/插画/抽象]
  核心元素：[奖励、行动、成果]

目标：
  主要目标：[用户召回/用户获取/功能上线]
  关键指标：[会话量激增、下载量、活动页面浏览量]

提交截止日期：[日期——活动开始前4天]

Event Calendar (monthly)

月度活动日历

Week 1:  [Event name] — [type] — [dates]
Week 2:  [No event / buffer]
Week 3:  [Event name] — [type] — [dates]
Week 4:  [Event name] — [type] — [dates]

第1周：  [活动名称] — [类型] — [日期]
第2周：  [无活动/缓冲期]
第3周：  [活动名称] — [类型] — [日期]
第4周：  [活动名称] — [类型] — [日期]

Common Mistakes

常见错误

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

错误做法	修正方案
事件名称中包含应用名称	以用户收益为核心
使用通用图片（应用界面截图）	直观展示奖励/成果
活动时长不足7天	Today标签页推荐要求活动时长至少7天
活动当天才提交	提前4-5天提交以预留审核时间
无定期举办计划	每月至少举办1次活动以维持曝光机会