With mobile phone usage on the rise, more developers and mobile marketers are looking to a global expansion to capture international lucrative audiences. With the current growth rate, the mobile economy is set to skyrocket to a tremendous valuation of about $337.8 by 2027.

More competitors enter the space daily and many look to globalization to grow. Thus, it’s crucial to have an App Store Optimization (ASO) strategy in place that helps you not only adapt to a different environment but grow within it as well.

Localization Vs. Translation – adapting your organic app marketing for the world stage

It’s not enough to have your app listing be completely translated over to a new, local language. Oftentimes, adaptation to a new territory requires mobile marketers to go above and beyond the most evident changes that need to be made.

Preconceived notions about similar cultural associations, language nuances, and search behaviors often hold mobile markets back from gaining traction in foreign territories. Even countries that share languages, for example, Austria and Germany have different search patterns and cultural influences that may impact a keyword or creative strategy. Mobile marketing campaigns rely heavily on its ability to adapt to specific target audiences.

It’s crucial to localize app listings for optimal conversion and visibility on the app stores. This isn’t just a simple translation but involves a deeper understanding of what leaves an impact on your users abroad. This includes translating over idioms, symbols, intent, and more.

ASO marketing for international app expansion – how does it look like?

As mentioned above, localizing app metadata and creatives is a fundamental part of mobile marketing and ASO strategy expansion. Key rules stay the same like Apple design guidelines or Google Play keywords best practices. However, adaptation is the key to changing your app metadata and creative set.

Built-in processes in ASO allow developers to leverage their brand identity with their core message for different audiences. Localization is key to capturing an effective mobile user acquisition strategy for campaigns abroad.

Localize app metadata effectively – study variances in search patterns

In ASO specifically, localization practices typically take place in the app metadata and creative sets. For metadata, developers and mobile marketers must take into consideration colloquial language, sentence structure, and local search patterns and behaviors. Even a simple change from American English to English English can make a massive difference. Or, less overtly, examples like using “auto” instead of “automobil” [automobile] in German can also make a difference.

From a relevance standpoint, understanding what features to highlight in different territories is crucial. What may speak to your audience in Poland may not speak to your audience in the United States. For example, if you were the developer of a US-based music streaming app and want to expand into Poland, you’d have to take in careful consideration of what music genres, artists and even functionalities your users prefer. ASO technology like DATACUBE helps you see what users search for in your chosen territories.

ASO tips for app store screenshot design localization

Screenshots are just as important in your efforts to internationalize your app effectively. The purpose of screenshots and all your creatives is to convert your users. The same principles and best practices apply to international screenshot optimization.

Instead of thinking of them as variants, the image you are designing screenshots for the other territories as you would for your main country. In some cases, global markets may even be more lucrative than your home base counterparts. For example, the largest market for mobile games is Southeast Asia, where 1 in 3 people regularly play games on their phones.

On a global scale, you compete with a wider audience. Local app developers probably understand how to reach their markets with a familiar language, so a mere translation won’t be enough. In short, don’t let your app be a “tourist” and try your best to mesh in with the designs and elements that are common in that category abroad.

To help drive your most effective conversion potential, treat your screenshot sets as tailored messages: Highlight the most relevant features to that target market, ensure your design elements carry over your intended message, and incorporate an app screenshot template that fits your brand.


Our ASO company has found that when you localize app listing assets, you see a higher payoff in downloads, visibility, and popularity abroad. By following these ASO best practices, you gain better control over your brand and your ability to compete on a global scale.