Let’s paint a scenario. You launch your app and then open Google Firebase to see the number of downloads. Your app is not getting downloads after launch. This is despite the fact that you shared a social media post about your launch.
A lot of apps face the scenario described. The launch of an app doesn’t just mark the first day of the app in the market. It also marks day one of any real app marketing efforts from your side.
The launch of an app is very sensitive for the company bringing it out. After working for months on bringing an app to market, everyone expects to see kind of traction and traffic to the app.
Very often, this never happens. The launch of an app is often a very deflating affair for companies. They get no real downloads from their target audience because of any lack of app marketing impetus.
One popular channel of app marketing is social media. Companies generally start working on social media in the days around the app launch. This is partly because they feel they can’t post anything until a product is ready.
A successful social media app launch campaign doesn’t begin during the days around the launch. Companies can’t wait for their app launch to start working on their social media efforts.
The following sections provide five tips on promoting an app launch on social media.
#1 – Start early
We mentioned the need to start early in the previous section. The reasoning behind this is simple. Social media algorithms offer greater latitude to profiles and pages that post content regularly.
Every social media platform has to serve quality content to its users. Its algorithms thus pick up content from accounts that post content regularly and provide it greater visibility.
You can keep posting content for two weeks after creating a Facebook account and not get a single like or comment. This is not entirely uncommon. Algorithms take time to assess the quality and reliability of a given account.
Starting app launch promotion early gives companies time to create credibility in the eyes of various social media algorithms. By posting content regularly, there is also a chance companies can start building a base of followers.
Contrast this to starting work on social media in the days surrounding the app launch. Marketers then have to start their social media work from scratch. This puts the marketing push behind and stops a company from getting valuable traction from social media at the time of the launch.
#2 – Choose the right platforms
Let’s say you’re about to launch an ecommerce app selling trendy T-shirts. You built the app with the help of a free Android app maker. Now you’re looking for a platform to promote it.
Is LinkedIn a good platform to sell T-shirts? Considering the nature of discussion and discourse on LinkedIn, it doesn’t make sense to promote such an app on the platform. Facebook and Instagram are much better options for such an endeavour.
There are many social platforms marketers can leverage these days. The presence of multiple platforms though doesn’t mean marketers must target each for app launch.
Select the platforms that promise the most engagement. For instance, it makes sense for companies to promote their app launch on LinkedIn if their selling strategy is business-facing.
The simple job of marketers in this case is to study each platform and choose a select few that show the most promise.
Also read: A complete guide on mobile app strategy
#3 – Get the narrative right
What role does narrative play in a marketing campaign?
Let’s take a real and recent example. Micromax recently announced that it’s launching a new line of smartphones next month. The company’s marketing blitz was focused around its attempt to regain lost ground in the smartphone space.
The narrative of an Indian company trying to win back Indian consumers after some difficult years hit home. Large swathes of people on social media reacted positively and noted the impending launch of Micromax’s new smartphone model.
The crux of this launch strategy lay in its powerful narrative. Mircomax knew it could not tap into the hearts and minds of its target audience with a generic strategy. It correctly identified the core value of its brand and chose to expound them in its campaign.
For all marketers, this was a lesson in getting the narrative right. An app launch can be a big event if marketers back it up with an engaging narrative.
#4 – Reach out to immediate influencers at every stage
We all keep hearing about the wonderful aspects of influencer marketing. However, many small companies don’t consider influencer marketing as a viable option. The reason is largely rooted in its inherent cost.
Let’s take an example. Assume you want to bring an app to the market for your WordPress website. You use an app maker to convert WordPress website to Android and iOS app. To promote the app, you decide to reach out to key influencers.
Getting the top-shelf influencers is practically impossible without a large injection of capital. How can your new app grow its social media profile?
This is why it’s important to reach out to ‘immediate’ influencers.
Your immediate influencers refer to those who have a marginally better following than your own. For instance, if you fifty followers, your immediate influencer will have anywhere from a hundred to two hundred followers.
The logic behind this is approaching influencer marketing is a more staggered form. This strategy also ensures you reach more people than you normally can with your own following.
The best part? You won’t need any capital for this form of influencer marketing in the early stages. Your immediate influencers will shore you up as a matter of goodwill. This will help slowly grow your brand on social media.
#5 – Run paid campaigns near app launch
Running paid app install campaigns is always the go-to tactic of every company promoting its app. It is also a big app marketing mistake.
An app install campaign can only work if companies work on their marketing efforts in the weeks leading up to the launch. Your social media followers won’t just download an app without the right context.
After marketing on different platforms leading up to the launch, you will also be able to identify the channels to launch a paid campaign in.
With the right tactics, social media can be a great avenue to get app downloads. The key lies in persistence and discipline as social media success never comes overnight.
This piece provides a complete overview on promoting an app launch using social media. These tips discussed here will enable companies to promote their app launch on the right channels.