Huawei AppGallery? What the hell is that? You’ve never heard of it? It might be more important than you think… 😉 In this article, we will see what it is and how to promote an app or game there, whether with ASO, with paid promotion, or both.
Table of Contents
- An introduction to AppGallery by Huawei
- Navigating on the Huawei AppGallery
- Promoting apps on the Huawei AppGallery
- How is it different from other stores?
- Huawei AppGallery listing
- Huawei AppGallery recap
An introduction to AppGallery by Huawei
AppGallery is the app store of Huawei, just like Apple App Store is for Apple and Google Play Store is for Google. It is a global store that is available in 170 countries and that comes preinstalled on Huawei and Honor devices.
It was first launched in China in 2011. There, it is available on any type of device as the country is more than a step ahead of us digitally speaking. It’s only in April 2018 that AppGallery is launched internationally, with the launch of the Huawei P20.
AppGallery is part of a whole ecosystem formed by Huawei mobile services – it is not just an app gallery, it is an interconnected system where apps can appear and be promoted in other places to duplicate connections. It goes beyond just AppGallery.
Outside of China, the store counts more than 11,000 top apps by July 2019. This number has been increased rapidly since then. The idea is to focus on having the most relevant apps within their store, with the highest quantity of downloads.
Their offer is attractive as AppGallery is 100% compatible with Android and there is no need for additional development. Local teams are giving technical support to developers with testing, publishing, integrating in-app purchases. It is possible to have access to direct billing, online card billing, wallet billing, and app monetization is possible with in-app purchases and subscriptions.
Huawei AppGallery supports 78 languages, including English, Spanish, Chinese, Japanese, etc.
Every month, AppGallery counts with 390 million global monthly users, with a rise of +95% from last year.
The AppGallery is made up of 5 navigation tabs (Featured, Categories, Top, Manager, Me). Let’s have a look at each of them:
- Featured: there, you will find the apps and games that AppGallery recommends to its users.
- Categories: this is where you will be able to look for apps within categories & subcategories.
- Top: in this tab, you will see the top apps and top games – this is the equivalent of App Store & Google Play Top Charts.
- Manager: there, you will see the available updates, the installed app, the space you have left, etc.
- Me: this is where you will be able to access your account, choose your settings, see your gifts and prizes, see your buying history, etc.
Promoting apps on the Huawei AppGallery
There are different ways to promote an app / game on the AppGallery. You can decide to do it through ASO (App Store Optimization), with paid promotion, or both.
With ASO, there are two ways you can promote an app / game: through Search or through Browse. Let’s see how both of them work on AppGallery.
Users can search for apps and games on the AppGallery, just like they do on App Store or Google Play.
The intelligence of the store in Search enables 2 things:
- An option that is given to developers on AppGallery is to add 200 keywords by “buying” them. If you do so, you will make the app / game rank higher for these keywords. You can set a price for each keyword and the app will rank according to this budget. You can also “buy” negative keywords. By doing so, you can avoid the app / game appearing in the search results of these keywords.
- When doing a quick search, you will see the name + icon + brief introduction + an install button (snippet) of the first result – this is something different from the App Store and Google Play. It means that if an app gets to rank 1st for a keyword, it will see its chances to get a better CR highly increase.
There are 7 spaces where an app can be highlighted (organic or paid) in Explore.
- Splash Screen
When you open AppGallery, before even getting into the store, apps can be promoted in the Splash Screen, a format displaying a 3 seconds full-screen promotion encouraging clicks to download. This format is a special and paid campaign and can be skipped by the user.
- Top banner
In this section, 5 apps are displayed in a top banner. They are updated every 2 weeks and you can directly click to download. This is also a special and paid campaign and it usually goes with the Splash Screen. To see all the apps, you need to scroll right.
- Suggested apps
When getting into AppGallery, you will see a section “you might like” where you’ll find suggested apps.
- Recommended apps
- New apps we love
- Most fun games
- Editors recommendations
These 7 spaces enable apps / games to be highlighted in the store. Some specific sections are dedicated to campaigns with partners, and other spaces are areas where apps can rank organically.
How is it different from other stores?
AppGallery is focusing on some aspects that make the store different from other ones, such as:
- Widen possibilities: Huawei AppGallery gives users more options, a multiple-choice to open up possibilities. Obviously, the store is reaching a smaller audience than Google Play or App Store, but the companies / developers are given a wider range of possibilities and the focus is put on engagement.
- Give users benefits: the store contains a section called “Gift center”. When downloading an app / game, a gift is given to the user. For example, for a game, the user is gifted an in-game present (credit), or a tool within the game is unlocked. For an app, discount vouchers are given. Sometimes it is given inside the app, and sometimes it is even a code available within the AppGallery. Agreements are made between apps and partners about the territory, the market…
Ex: A campaign from the mobile game JokesPhone was live on Huawei AppGallery – the game was appearing in the Top Banner of the store and anyone who downloaded it would get an exclusive joke only available through AppGallery.
📱 ¿Hace cuánto no haces una broma por teléfono?
🤫 Con @JokesPhone no hay riesgo de ser descubierto
🤡 ¡Elige la broma y la persona y listo!
— Huawei Mobile España (@HuaweiMobileESP) October 30, 2019
- A safe store: the idea is to provide users with a safe place, to be family-friendly with parental control and safe apps on the market, without any corruption. The audit process is very important and apps / games are being reviewed and tested for 24 hours before being launched. We could say that AppGallery is in the middle between App Store, very safe, and Google Play, a bit less regarding.
Huawei AppGallery listing
This is how a full store listing looks like on Huawei AppGallery:
Doing ASO on AppGallery is not so different from doing ASO on App Store or on Google Play but, as it is the case for both stores, ASO on AppGallery has its own specificities and differences.
The listing itself looks pretty similar, but let’s look at each field in detail to find out what differentiates AppGallery from App Store & Google Play.
In this field, you have up to 64 characters available to fill. The name should not contain any name of already existing brands. This field is indexable, it’s more, it is the field that has the most impact on keywords ranking, so you should definitely include app keywords here, and the most important ones.
Apple App Store (App Name): 30 chars (indexable)
Google Play Store (Title): 50 chars (indexable)
This field should contain the main features of the app + what it brings to users. From 1 to 80 characters can be added to this field.
Apple App Store (Subtitle): 30 chars (indexable)
Google Play Store (Short description): 80 chars (indexable)
The introduction field is the equivalent of the description field for Apple App Store / Google Play Store. There, AppGallery lets developers add between 100 and 8,000 characters, twice as much as on Apple App Store and Google Play Store. The content should represent the app and should not misguide readers. It is also specified that the first sentence introducing the description should not contain more than 60 characters, so make it short and catchy! This field is also indexable, so don’t forget about adding keywords there.
Apple App Store (Description): 4,000 chars (non-indexable)
Google Play Store (Description): 4,000 chars (indexable)
Icons must have a square shape:
- format: PNG;
- resolution: 192 pixels x 192 pixels.
A minimum of 3 screenshots needs to be added to the store listing (developers can add up to 8 of them), all of them either vertical or horizontal, with the following size:
- image format: JPG or JPEG;
- recommended resolution:
- 480 pixels x 800 pixels (vertical)
- 800 pixels x 480 pixels (horizontal)
Apple App Store allows you to upload up to 10 screenshots per device (iPhone, iPad, Apple Watch…) and Google Play Store allows you to upload up to 8 screenshots per device (Phone, Tablet, Smartwatch…).
The app / game category must be consistent with actual app functions and usage.
Apps are divided into 2 main categories just like in App Store & Google Play: 1. Apps & 2. Games. Within apps, you can find 17 categories, all of which contain subcategories. Within games, there are 6 categories, all of which also contain subcategories.
Find right below the whole category tree.
After an update, new features are listed in this field. There, you can add up to 1,000 characters.
Apple App Store (What’s new): 4,000 chars (non-indexable)
Google Play Store (What’s new): 500 chars (indexable)
Developers can provide additional information / content that is not mandatory, such as:
- Featured image
- Official Website
- AppGallery banner
⚠️ Visuals – Security & Regulations
App names, descriptions, icons, screenshots, and preview videos must be suitable for all audiences, without containing content from other device brands, mobile app platforms, or that violates the laws, regulations, and policies of the countries or regions where the apps are to be released.
Huawei AppGallery recap
In short, Huawei AppGallery is still, for most of us, something quite new that we need to familiarize with as it is noticeably growing and more and more apps and games are being developed for this store.
It is important to understand how it works as an individual store, and not only to copy and paste content from Google Play or App Store but to develop a proper ASO strategy adapted to it. Even if it has its similarities with Google Play and with App Store, it remains a unique store with its own specificities.
We hope this article enables you to understand more Huawei AppGallery and makes you want to have a try at developing and optimizing there. If you do, we’re wishing you a lot of ASO fun, and please let us know how it goes! 😉