You built an app. Now what?
Like any product, you must have a marketing strategy to put your app in front of the right people and get them to download it. Social media is one of the best ways to reach the right people and engage them to build relationships and drive traffic to your app store listing.
45% of internet users research products and services on social media. A brand presence on the various platforms can help you become more visible and reachable while strengthening customer relationships. Not to mention, social shares allow you to leverage word-of-mouth marketing to build brand awareness.
Which social media platform should you use? Here’s an overview of the most popular ones:
• Facebook: 15% of Facebook users research and shop for products on the platform. A Facebook app marketing strategy is easy to scale and allows you to generate a lot of traffic.
• LinkedIn: This social media platform is best for reaching B2B audiences. With only 3% of users creating original posts, engaging content is more likely to get shared on LinkedIn.
• YouTube: With 3 billion monthly searches, YouTube is the second largest search engine on the planet. You can get in front of your target audience by including the right keywords.
• Twitter: Over 60% of Twitter followers of small and medium businesses have made purchases through the platform, and 93% of them say they may buy in the future.
• Instagram: With 81 % of users researching products and services on the platform, it’s best for B2C marketing. It generates 4 times more engagement than Facebook in some cases.
• Tiktok: 61% of TikTok users favor buying brands they see on the platform. In particular, it can help you reach younger audiences at a reasonable cost.
Now you may think, “But everyone is marketing their products on social media!” True, that’s why you need to have a plan instead of throwing spaghetti on the wall and hoping that something will stick. Follow these tips to increase engagement and drive more app downloads:
Engaging fans with your content across multiple social platforms is the best way to build brand awareness, increase downloads, answer questions, and encourage usage. This tactic is particularly useful if you can’t directly communicate with users on the app.
Use your social media posts to generate excitement, start conversations, gather user feedback, and build connections. But getting people to download your app is just the beginning. Leverage the opportunities to nurture relationships with your current users to boost retention rates and turn them into your brand advocates.
Build trust and credibility by sharing your knowledge and educating your audience. Post your unique points of view, a sneak peek of a new feature, or a meme that resonates with those “in the know” to make your followers feel like insiders.
FAQs, product updates, and tutorials can engage your current customers to drive adoption and retention by helping them get more value out of your app. They can also let potential customers see your app in action and entice them to try it out.
You have probably published a few blog posts, infographics, videos, etc. Make them work harder for you by breaking them down into bite-size chunks and posting them on various social media platforms. For example, you can share snippets of a YouTube video as an Instagram Reel or Story.
Also, you can highlight tips and insights from blog posts or white papers and add eye-catching graphics to draw attention, get shares, and drive traffic. Pair the content with a conversation starter (e.g., ask a question) to engage your audience. Engagement will come when you provide value and solve your audience’s challenges.
UGC can help you spread the word about your app, build your community, and drive downloads. It can be any content created by your users, such as videos showing your app in action, before/after pictures of how they use your app to achieve results, and testimonials of how the app has helped them.
Encourage followers to share UGC and use @mention and hashtags to make the post searchable. Monitor these posts, join the conversations, and reshare them to reach more people. You can also run a contest to encourage followers to post UGC, which is a great tactic to round out your content calendar.
Videos can help you attract audiences, increase engagement, and drive conversions. 93% of brands get new customers by posting videos on social media. Demo videos are a great way to showcase important app features and let users see them in action.
Instead of a long demo video, you may highlight one feature at a time to create bite-sized content for social media. Include a call-to-action (CTA) at the end of each video to direct users to download the app. You can also include a clickable link in the description or comment to make it easy for your audience to take action.
Influencer marketing is effective because it introduces your app to potential customers via a person they already like and trust. 61% of consumers would follow influencer recommendations, making this a great tactic to break the barriers of traditional advertising.
You don’t have to spend an arm and a leg to work with high-profile influencers. Instead, partner with people with a good reputation in your niche who have followers that are your ideal audience. Start with your existing community, look through your tagged photos, comments, and DMs, identify influencers who are already a fan, and turn them into your brand ambassadors.
When people become interested in your posts, they’ll likely check out your social media profiles to learn more about your brand. Make the most of this opportunity by completing your profiles, using relevant keywords, and including links to your website and/or app download page.
While you may have to adjust the images or descriptions to meet the requirements and leverage the strengths of each platform, your profiles should project a coherent brand image across all social media platforms to deliver a consistent customer experience.
Social media marketing can be confusing because of the fast-changing landscape and shifting consumer behaviors. Also, many people get sucked into chasing bright shiny objects instead of focusing on their marketing objectives.
Marketing an app on social media can be even more challenging because you need to get people to download your app and generate ongoing engagement to boost adoption, retention, and referrals. You must have a plan to ensure you stay focused on what matters.
Define your audience and revenue model from the get-go, identify the right key performance indicators (KPIs), and implement a strategy to drill down to the bottom line. This process is essential to every one of our app development projects to ensure that our clients get results at every stage of the product development cycle and create value along the way.
Ready to let the world know about your app? Get in touch to see how we can help.