Many enterprises grapple with the challenge of seamlessly integrating complementary apps and brands within their ecosystem. The key to success often lies in finding those natural bridge points that connect users across platforms, enhancing their overall experience and maximizing engagement. We sat down with Mohammed Ogaily from Anghami/OSN+ to explore how the two brands have mastered cross-app promotion and what other companies can learn from their approach.
— Jesika Dalal, Senior Director of Marketing, EMEA & APAC, at Branch
Hi Mohammed, thanks for sitting down with me today. Can you start by telling us a bit about Anghami and OSN+ and how they came together?
Anghami is a leading music streaming platform in the Middle East and North Africa (MENA) region, offering both freemium and premium subscription models. Launched in 2012, we provide a vast library with over 100 million songs, catering to music lovers across Egypt, Saudi Arabia, and beyond.
OSN+ is a subscription-based video streaming service offering a wide array of content, including popular series like “Game of Thrones” and “Succession.” It operates primarily as a premium video-on-demand platform with multiple tiers, including options for 4K content. Earlier this year, OSN+ merged with Anghami, and we migrated the OSN+ platform onto Anghami’s infrastructure. This merger allowed us to integrate our services and create a unified ecosystem for our users.
Why is cross-app promotion important for Anghami and OSN+?
Cross-app promotion is crucial for us because it leverages the strengths of both platforms to create a cohesive user experience. Instead of having two separate apps that operate in isolation, our goal was to connect them so users can seamlessly transition between music and video content. This approach helps us increase user engagement, reduce churn, and boost overall revenue by offering a more integrated and personalized experience.
Can you explain how the cross-app promotion mechanism works?
Our goal was to integrate Anghami and OSN+ in a way that goes beyond traditional advertising to create a seamless, organic experience for users. Instead of relying solely on ads to drive traffic, we focused on crafting natural bridges between the two platforms. For instance, when users engage with a series or documentary in the OSN+ app, they see Branch deep links that guide them to related content on Anghami, like music by the same artist or genre. This integration ensures that users find relevant content without interruption.
Here’s how it works in practice: When a user clicks a Branch link, they’re taken directly to the desired page in the Anghami app. If they don’t have the app installed, the link first directs them to the app store, and once installed, they are deep linked straight to the specific page or content. This approach eliminates unnecessary steps and potential drop-offs, providing a smooth transition between the platforms.
By leveraging this method, we not only enhance the user experience but also foster a more cohesive ecosystem. Users seamlessly move from one app to another, discovering content that complements their current interests, which helps to increase engagement and retention across both platforms. This strategy also allows us to track interactions more effectively and understand the impact of our cross-promotional efforts, leading to improved marketing insights and better return on investment (ROI).
Can you provide specific examples of how this has been implemented?
One of our major implementations was a Taylor Swift campaign. We wanted to connect OSN+ users watching a Taylor Swift documentary with Anghami’s music library. We used Branch deep links to create a natural transition. For example, while watching the documentary, users could tap a button to listen to Taylor Swift’s music directly on Anghami. This approach makes the promotion feel relevant and integrated, rather than just another ad.
Similarly, on Anghami, we created a dedicated page for “House of the Dragon,” featuring the official podcast, trailers, and soundtrack. Users could then tap a button to watch the series on OSN+ without feeling like they were leaving one app for another. This integration ensures that the user experience is smooth and continuous, reinforcing the connection between the two platforms.
What are the next steps for further enhancing this integration?
Looking ahead, our focus is on continuing to refine the integration between Anghami and OSN+. We’re working on ensuring that users have a unified experience where they seamlessly transition between apps without even realizing it. As we further develop our platform, we aim to make these transitions even more intuitive and natural, enhancing personalization and delivering a cohesive entertainment experience.