Myroslav Protsan
SEO Specialist, Reteno
September 26, 2024
Imagine glancing at your iPhone and seeing live updates from your favorite sports game, food delivery, or ride-hailing service — all without unlocking your phone. That's the power of iOS Live Activities!
This new feature in iOS 16 lets apps display real-time information on your Lock Screen and Dynamic Island. But how exactly do apps use Live Activities?
In this article, we will dive into Live Activities, explaining how it compares with other mobile marketing trends and how developers can leverage them to keep their users informed and engaged.
Live Activities are one of the new features available on iOS 16. They are a type of real-time interactive notification that updates users even when their device is locked. With Live Activities, users can keep track of various details at a glance.
It is easy to mistake Live Activities with a push notification or a widget. However, each one is distinct and serves different purposes.
Live Activities as a feature is turned on by default on supported devices. To confirm this, go to your Settings app and select “Face ID & Passcode.” Scroll down until you see Live Activities.
However, before receiving Live Activities from any app, you must install the app on your phone. After installation, go to your Settings app, select the app, and enable Live Activities, if it's not enabled by default.
For an app to send Live Activities, it must have been in use before the phone got locked. That way, the app sending the update will run in the background. It is also important to note that apps can send Live Activities even when the device is in 'Focus' or 'Do not Disturb' mode. Here's a breakdown of how Live Activities work:
In essence, Live Activities acts as a mini-app extension on your Lock Screen, providing real-time updates without the need to open the app or unlock your phone fully.
Thanks to its many amazing features, Love Activities offers enviable benefits to users and app developers:
Users can enjoy updates on information that matters without unlocking their phones. Apps for ride-hailing services, food deliveries, sports and games, workout updates, and even weather updates can provide important information at a glance.
Instead of getting a new notification for every update, Live Activities can reduce the barrage by continuously updating a single display. This will help to reduce clutter and help you stay on top of things without feeling overwhelmed.
Live Activities provide a more interactive way to follow ongoing events within apps. This can enhance user experience and make apps feel more engaging. In turn, this will translate to increased user satisfaction and loyalty.
Including interactive elements allows users to take actions directly from the Live Activity, streamlining the user experience. Users can receive information and track details on the spot without having to refresh the app or wait for specific updates.
With their prominent placement on the Lock Screen and Dynamic Island, Live Activities can significantly enhance an app's visibility and user engagement. The constant visibility will always leave the app on the mind of each user.
For users with visual impairments or those who struggle to unlock their phones constantly, Live Activities offers a way to stay informed with important updates without interacting with the device physically.
Customer satisfaction is a top priority with Live Activities. An app can tailor the information displayed in Live Activities to match each user's preference. For instance, a sports app can provide updates about a user's favorite team rather than giving generalized updates.
Live Activities can have a positive impact on your customers’ lifecycle marketing when done right. From the moment users open your app until they complete a purchase, you can keep them engaged and informed on the journey. Here are 5 examples showcasing how e-commerce apps can leverage Live Activities:
You can keep users updated on the progress of their order with constant updates from the point of departure till it reaches their location. Provide an estimated time it will take their meal to travel through the delivery network.
Reduce wait time for travelers by providing timely notifications on flight updates, changes, and important details. As a trusted live flight tracker, you should give your users live info on flight delays, boarding gate changes, late arrivals, etc.
Provide useful info on how to navigate turns and get directions for walking, scootering, and public transport. With Live Activities, your app can provide the estimated arrival time and even provide information on the nearest subways, bus stops, etc.
Motivate your users to keep fit by updating them on their workout progress and health metrics. With one tap on the screen, they should get details of their beats per minute (BPM) and easily track their heart rate.
Deliver news updates as they happen by updating your live activity feature. Some users are constantly on the move or in noisy spaces, so they should trust you to dish out timely and relevant information.
Now you know how it can help improve your app engagement and app experience, it's time to learn how to use Live Activities and enjoy the benefits and traction that come with it. Here are the six best practices to keep in mind when setting up Live Activities:
The main purpose of the Live Activities feature is to provide your users with real-time updates on different activities. Ensure you update your app constantly to match information as it is happening. Also, ensure that the information you display in your Live activities is relevant to the user at that moment. Unnecessary information will make the user ignore the update and even make the notification look crowded.
Your live activity notification should be appealing and readable. Use colors that will be visible and properly convey your brand message. Also, use legible fonts; this is not the time to start displaying your artistic prowess. Try different color schemes in your display, especially for light and dark mode users. Ensure that the notification remains visible either way and always conveys the right information.
Live Activities have three presentation formats: compact, minimal, and expanded. The compact mode is the smallest and usually appears on the screen on both sides of the front camera. The minimal mode is a little bigger and appears when more than one live activity is active. The expanded mode is the largest possible presentation format and can be activated by pressing and holding the live activity. Before you launch your live activity feature, test that your notification will remain visible no matter how it appears on the screen.
Every live activity notification should serve a specific purpose. It could either be for weather tracking, event tracking, city navigation, fitness leaderboards, or countdown. The duration of the live activity notification should coincide with the duration of the event. Once the event has ended, the notification should leave the screen at least 15 to 30 minutes afterward. No live activity should be active for more than 8 hours, no matter the update it is providing.
Do not use your live activity feature to display clients' personal information, such as their address, phone number, and other contact details. It could be very embarrassing for a user to have their details on display while in a public space.
Live Activities should not just direct users to your app; they should direct them to relevant and specific locations in your app. With deep links, you can create a seamless user experience while providing valuable information.
Do not use your live activity to run ads or display promotional content. You can leave all that in your app; the live activity feature is for relevant information only.
Both Live Activities and push notifications are valuable tools for shaping user behavior and keeping them engaged with your app. However, they each have distinct strengths and weaknesses. Here's a breakdown to help you decide which one to use:
Live Activities sometimes feature buttons or other interactive features that can streamline user actions. They also incorporate icons, progress bars, or small images for better context than text-based notifications. However, some limitations hinder the functionality of Live Activities.
They have a smaller footprint on the Lock Screen, which restricts the amount of information you can display at a time. It is also a relatively new feature accessible only to users with iOS 16 versions and above. They also rely on app integration for their running and maintenance. The best time to use Live Activities is for:
Mobile push notifications work on all smartphones, regardless of device or OS version, thereby maximizing reach for your campaigns. You also enjoy more flexibility in conveying your messages as you can use more text, images, and even emojis.
Push notifications can link directly to specific app sections or actions, driving users deeper into your app. With push notifications, you can schedule and automate specific messages at different times and reach the right audience. You should use push notifications if you want:
It is important to note that Live Activities and push notifications don't have to be mutually exclusive. You can use a combination of both to create a comprehensive user engagement strategy.
Reteno’s powerful push notification features can be a great starting point for many app developers. However, app developers can explore Live Activities as a future option for iOS 16 users.
Live Activities are a newer and trendier way of sending notifications and grabbing user attention. While they are effective, they are unavailable for all users and can limit your marketing efforts. So before you hop on the trend, ensure you are well-prepared to handle your users' needs and requests. That way, you can keep them engaged no matter your notification style.
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