Copywriting for Mobile Apps in Southeast Asia: Why We Still Need Human Copywriters

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Copywriting has always been a long-standing practice in many industries, but it is greatly employed in the tech-business industry. With each use of a software, website, or mobile application, you’ll soon realize that copywriting plays a bigger role in tech than people think as it yields specific outcomes such as immediate purchases or social media follows from consumers.

But with many Artificial Intelligence (AI) applications and tools out there to assist in copywriting for mobile apps, some copywriters tend to rely too much on them without focusing on honing their craft to the fullest, especially in regions such as Southeast Asia. It won’t necessarily be an issue in itself, but there is definitely an added advantage to improving your copywriting services.

Here, we will share with you how essential it is for mobile app copywriters in Southeast Asia to widen their skillset beyond using tools as well as the things they must do to make the most impact for their apps.

Mobile App Copywriters are More Necessary Than Ever

Copywriters are able to go deeper in audience analysis

As with any product or service, audience research is requisite. Many marketing tools out there offer various insights in revealing the performance of a copy on digital materials or identifying trends. But with mobile apps, we have to understand that people remain to be the number one consideration all throughout the process of development. Digital copywriters add a personal approach when directly researching what problems their target audience often face, why people use specific apps, and what their audience can gain from using their mobile app.

Copywriters can tailor their copy based on users’ identities

After diving deeper into their audience through researching their challenges, needs, and preferences, digital copywriters can focus on making copy for mobile apps anchoring on their user identities. For writers, this is given; however, for those heavily using copywriting tools, they would know that this can only be achieved apart from the tools’ capacities. Again, we are dealing with humans who, despite finding common ground in using your mobile apps, come from very different backgrounds and lead very unique lives. No copywriting software can ever improve your copywriting service on that level. And with audiences in Southeast Asia, there is always a broad spectrum of identities that each user possesses, which digital copywriters are able to empathize with and speak to.

Image taken from Unsplash. https://unsplash.com/s/photos/mobile-app?order_by=latest

What Happens When We Focus on Upskilling Copywriters

It is a clear point that copywriters make mobile applications more human than relying purely on AI tools. When copywriting services strive to become more personal in identifying aspects of their audience, their mobile app copies also create a more genuine response from them. Personal research can help digital copywriters produce a persuasive copy, one that humanizes through the emotions people might feel about their content, thus making it relatable. To the audience, the copy can sound like a friend who suggests solutions or recommends cool new stuff for them to try, which inspires them to take action from the direct response copy on the mobile app.

In the same manner, people who feel that their identities are included and respected tend to interact with mobile apps more when copywriting services are inclusive with their language use. Being able to recognize them and empathize with people through your copy helps cover a wider base and garner support.

To write more humanizing copies, there are some approaches that digital copywriters can take for their mobile apps.

Image taken from Unsplash. https://unsplash.com/s/photos/writer?order_by=latest

What Copywriters Can Improve in Writing for Mobile Apps

1. Improve audience research

As understanding the audience is the basic element of copywriting for mobile apps, you can improve by conducting thorough research on your audience. Scan as many metrics as possible, such as demographics, area research, and mobile preferences to try and get to know your audience in many areas. And one way to start is through analyzing on social media, which is where most young adults in Southeast Asia spend much of their time. As the most used platforms, Facebook, Twitter, and Instagram offer ways to view insights. For instance, Facebook’s Audience Insights provides information on demographics, page likes, location and language, usage, and purchases activity. But then again, the best approach is to really become more personal by conducting an in-depth audience survey, asking very specific questions that apply to your mobile app’s intended purpose.

2. Be clear and concise when copywriting

It is often a challenge to make clear copy for mobile apps when you feel like more words convey stronger ideas. But if it’s something of a struggle, then it is definitely one of the things you must improve to help increase comfort and readability of your text on the platform. Keep in mind that screens for mobile phones are smaller than desktops, and so you have to minimize the user’s scrolling by being concise yet maintaining your brand message. To improve the conciseness, use visual elements such as bullets and white space to make any information easier to digest.

3. Use inclusive language when writing copy

Remember that human connection is often what translates copywriting for mobile apps into users’ actions. Improve your copywriting service by taking into account the culture and language of Southeast Asians when writing copy. Most mobile apps fall short on this as many of them possess a Western approach in language use. You can try to use a ‘global first’ lens–an approach that neutralizes the language–when you’re unsure of using culture-specific terms when copywriting for mobile apps, for it helps foster inclusivity. One global first approach includes avoiding metaphors as they seldom translate well across cultures.

Copywriting tools may have been a staple for many years, but it can hardly replace the value that a human copywriter can bring in writing copy for mobile apps. But in this, copywriters should also work twice as hard in improving their skills. Thoroughly researching your audience, being clear and concise with your copy, and knowing more about how you can write inclusive copy not only broadens your skillset, but also deepens and intensifies the quality of your craft. We have to understand that our ability to expand on our abilities and relate to other people makes for an effective way to reach others when we are copywriting for mobile apps and other digital media.

In need of copywriters for your business’ mobile app or website? Talk to us. Book a FREE 20-min. consultation with Ambidextr today in our Calendly link:

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