Sticker Packs for iMessage — WTF

It’s almost been a year since we created our first sticker pack for iOS. Since then we created over 100 sticker packs for the iMessage store. What did we learn? Honestly I’m not that sure. The sticker market is very up and down. One day you are hot, and the next day you are not. Even though the sticker market is unstable, I have learned a ton. In this post I will be sharing the data I have, and some of the learnings we have taken away from this experience.

Yep 100 sticker packs

  • Tracking & analytics
  • Custom UI
  • Ability to monetize

Getting featured

The obvious way to get the most downloads is to get featured in the app store. We have been featured over a dozen times in the last year for various sticker packs. One of our stickers was even in the latest Apple commercial.

Go viral

  • Very bright app icon
  • Over 100 stickers in the pack
  • There are 3 volumes
  • Flowers are cute and people like flowers


If you have any marketing experience, you might be familiar with the process of running an advertising campaign in order to drive traffic to your applications. Facebook, Instagram, and Tumblr are a few advertisers you can use for cheap. I recommend putting in 50–100 dollars to test out how the ad drives traffic before you put in a bigger amount, and here’s why.

  • Stickers are very niche — young target audience, specific subjects
  • Sticker store is confusing — if you are familiar with the sticker shop then good for you. If you are being dropped in for the first time you might get confused or drop off and install other stickers because its your first time using the iMessage sticker store.

Our best sticker packs

Out of 100 sticker packs, there are only a few that stick out. These sticker packs receive steady traffic and are ranked from the most to the least popular. Gay Pride Unicorns is showing a lot of promise and was released on late June.

What makes a good sticker pack?

Beats me, but here is what I noticed:

  • Keep it broad — For instance we have the Animals Super Pack. It isn’t a Pandas sticker pack, but instead it has all the animals. Super Sweet Treats is the same in that regard. It isn’t just donuts. Its a wider range of treats.
  • Generic key words — The titles are all pretty generic, and the key words we put in are broad.
  • Quantity — You want a good set of stickers in your pack. 10 wont do. You want to fill up the screen in your preview screenshot at the very least. The more options you have, the better. Flowers Galore has over 100 stickers in the pack and its our most downloaded sticker pack.
  • Quality — Quality matters. Users don’t want a crap sticker. They want a poop emoji that sparkles.
  • Audience — Know your audience. Young people are your demographic here. They want hip, trendy, and unique sticker packs that can make them look cool and speak for them. They are an extension of the self.
  • Bigger is better — You have 3 options for sizes for your stickers (small, medium and large). Never use small, and be smart about using large sizes. If the stickers have typography, stick with a large size. If you don’t know what size to use, stick with medium.


I’m a nerdy mad scientist witch boy living in sunny Seattle.

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