At its Google I/O 2024 developer conference, Google announced a new initiative to drive user engagement with Android apps.

The new feature, part of the Engage SDK, aims to re-engage users with apps already installed on their devices, as well as introduce them to new apps in a unique and compelling way.

Over 35 developer partners, including major names like Spotify, Pinterest, Tumblr, TikTok, and Shopify, are on board to test this new offering.

The Engage SDK: Connecting Users to Content

During a developer session at I/O, Google detailed its plan to expand its core mission of connecting the right audience to the right content at the right time. The Engage SDK is currently invite-only and will allow developers to showcase interesting content, promotions, and deals to bring users back into their apps.

Mekka Okereke, GM for apps for Google Play, explained, “This new surface will automatically organize the best and most prevalent content from apps already installed by users on their Android phone, and it enables cross-app continuation journeys for nearly every app category.”

Immersive Experiences and Cross-App Integration

Google emphasized the immersive nature of this new feature, drawing comparisons to a TikTok-like feed, although it will function differently. Users will be able to launch full-screen, immersive experiences that highlight important content from their installed apps with just a tap.

From this Engage surface, developers can offer deep links that open specific pages within their mobile apps.

During the presentation, Google showcased widgets that, when tapped, would direct users to specific tasks within apps. For instance, tapping an image of sneakers could bring the user to a shopping app page to complete a purchase.

This surface can group content from similar apps to encourage users to re-engage and complete their journey.

Broad Developer Adoption and Custom Experiences

Several companies, including Reddit, Uber Eats, and Spotify, plan to use the Engage SDK to re-engage users. Spotify is still determining how it will implement the SDK but it aims to use it across all Android devices.

Tumblr’s COO, Zandy Ring, expressed excitement about the integration, noting that it would help bring Tumblr’s unique community culture to new spaces and invite users back to the platform.

Personalized Recommendations and New App Discoveries

The Engage SDK will not only remind users of what they want to do within an app but also push them to take action through personalized recommendations and promotions.

This will help users discover content they might have missed. Additionally, the surface will recommend apps not yet installed on the user’s device by showcasing compelling content from those apps.

Privacy and User Control

Google has emphasized that user privacy is a top priority. The Engage SDK will only operate within the permissions already granted to installed apps. Users will also have control over the feature, with the option to disable the Engage surface if they prefer a traditional app launcher experience.

Launch Timeline and Developer Adoption

The developer preview of the Engage SDK began at I/O, but the consumer experience is slated to launch later this year. The SDK is designed for easy integration, with developers reportedly needing less than a week to get started.

Other top apps participating in the Engage SDK test include Audible, Shein, Dunkin, Wish, Blinklist, Wattpad, Nextdoor, iHeartRadio, Pandora, Rakuten Kobo, Temu, YouTube Music, Google Maps, Chick-fil-A, McDonald’s, Prime Video, Reddit, YouTube, Uber Eats, and more.

By introducing this new feature, Google aims to enhance the user experience by making it easier for users to find and engage with the content they love within their apps, driving higher engagement and satisfaction for both developers and consumers.