Social Media Tips for App Developers
Social media tips: If you want to improve your online marketing campaigns and increase your reach among your targeted audience, consider developing a mobile app!
Mobile apps are not just for big-name brands anymore and offer a lot more than just brand awareness.
Small to midsize businesses, techies, and digital marketers are using mobile apps more and more to spread their message both online and offline.
Before getting into details on how to spread the message about your newly developed mobile app through social media channels, first, consider how mobile apps benefit both the end-user and your marketing endeavors, and the fundamental do’s and don’ts of mobile app marketing.
So, in this article, we cover the following ideas:
a. Social media tips and tricks
b. Social media tips for beginners
c. Social media tips for marketing
d. Social media tips for small businesses
e. Social media tips for individuals
The State of Mobile Applications Today
Mobile phones are not just for communication anymore, they are today’s preferred method of computing and accessing both online and offline information.
The reason for this is twofold: availability of high-speed internet and mobile application technology.
The following stats speak volumes about just how prevalent mobile apps are today:
- Americans spend over 3 hours per day on their mobile and around 2.2 hours per day on their desktop.
- In 2018, there were roughly 205 billion app downloads. The number of app downloads in 2022 should reach 258 billion, and mobile apps are expected to bring in around $188.9 billion in revenue.
- In 2017, 18 to 24-year-olds spent around 66% of their digital time on mobile apps.
- Mobile users spend 87% of their time on mobile apps when compared to a paltry 13% on the web.
- 76% of millennials feel their smartphone is useless unless it has mobile applications.
The above statistics show that smartphone users, especially young Americans, are spending more time on mobile apps than computers, meaning that mobile applications are the best way to reach people in today’s digital environment.
Today’s mobile apps fill many important functions indispensable for daily human life. They help us organize (contacts, events, personal information), educate, bank, and entertain.
New mobile app trends continue to increase in areas unheard of before due to recent technological advancements – today, you have Progressive Web Apps (PWA), augmented reality apps, and wearables.
The point is, no matter your industry, message, or niche, there is more than likely an audience out there that can get value from your mobile application.
How to Get More App Downloads With SEO, ASO, and a Website
It is not easy to stand apart from the crowd when marketing your mobile app.
During the first quarter of 2019, there were approximately 2.1 million apps available for Android users and 1.8 million apps available for Apple users.
With all that competition, your mobile app should be a little different. It should add some extra value when compared with the other mobile apps on the market.
Successful mobile app development begins with proper planning followed by pre and post-launch marketing campaigns.
Before even thinking about how to market your mobile app, you need to think about developing it in a way that makes it more special than most of the other apps out there.
After you have planned accordingly and have a pre-launch and post-launch marketing campaign, consider the following mobile app Search Engine Optimization (SEO), App Store Optimization (ASO), and Website tips.
Mobile App SEO
- App Name: Your app should consist of the same name as your product or service if possible to make it easier to find in a Google search.
Add two more descriptive and relevant keywords to put after your app name. This will also help you rank highly within the search rankings. - Keyword Research: To get targeted keywords related to your mobile app, you can use Google Keyword Planner which will give you the mobile search volume info you need to see if the keywords you have chosen will get enough visitors to be worth your while.
- App Interstitials/App Banners: Interstitial web pages interrupt important actions a consumer is taking and also hide the relevant content they are viewing.
The user may not complete their desired action – signing up or downloading an item – and will just click off your page and onto another link.
Instead, use an HTML banner on top of your mobile app page so the user can click on it without having to go back to the search query to continue their action. - App Indexing: By indexing your app, it will be visible within Google searches.
Google considers such apps a key factor in Android app searches and will also display an install button along with a link to increase the likelihood of viewers downloading it while still on Google’s search page.
Mobile App ASO
- App Description: Google Play, Windows Store, and Apple’s App Store all require a description for apps being sold on their platform. Therefore, you will have to come up with one that succinctly relays the value it offers to users and outlines how to install it.
Check your competitor’s descriptions and model the one that entices you the most (i.e., the one that makes you want to download it). Make sure you don’t copy their description though! - Screenshots: Providing images of your app is a good way to stand out from the millions of other apps out there. When trying to choose an image for your app always go for the one that shows it most clearly, details how it works and relays what it does.
- Tags: Adding keywords to your tags will help users search for your app within an app store’s search features.
Some app stores, like Apple’s App Store, allow you to use a whopping 100 characters for your keywords but use ones that describe user actions and not just words that describe the app itself.
Again, you can use your competitor’s tags within most app stores to get ideas for keywords to use in your tags.
Mobile App Website
Believe it or not, mobile websites are the top source of mobile app installs!
Now, your mobile website does not have to be grand – a microsite or landing page will do. Just be sure to put it up during the pre-launch phase to create a buzz and a sense of expectancy for your app before you upload it to any app store.
Using a video trailer within your website or landing page will give your pre-launch marketing an extra kick and helps users not only find your app but desire it all the more.
A video trailer can also be repurposed and used on social platforms like YouTube or Facebook Ads, and on app stores to get broader multi-channel marketing exposure.
Mobile App Mistakes to Avoid Before Launching
Even if you adhere to all the above tips, any one of the following 5 mistakes during the development process can mean that no amount of marketing will be able to save your initial launch.
#1 Not Identifying a Need For Your App
Would you start a business without knowing whether the business could produce something people wanted?
You would not!
Then, why would you build an app without having some idea that there was an actual market for it?
If you do not know the audience you are targeting, then you will not know what they want.
You can find your audience by going on social media platforms and other sites relative to your niche or industry and see what they are talking about – what are their pain points and current obstacles?
Once you figure that out, you can examine your competitors’ apps to see what they have already come up with to solve your market’s problems.
If you have discovered a new issue that has not been addressed by your competition, then voila, you have got a good mobile app idea in the making.
Not so fast though!
To make sure that your market is interested in your idea, send them surveys and questionnaires discussing the specific problems you have uncovered and got their feedback on possible solutions.
#2 Creating an App With a Poor User Experience
Do not build a crappy UI (user interface).
The difference between a good and bad mobile app is almost always tied to its user experience.
If users give your app a ‘thumbs down’ right after launch, it is very hard to recoup your reputation even with the best marketing strategy.
Some general tips you can use to ensure that your app design and functionality will be a hit among your users include:
- Using flowcharts to make sure your development process does not lag.
- Continuously checking your loading times to make sure they load at a good speed.
- Create mockups to test your app and gain feedback from your users to fix any bugs or problems before you launch.
#3 Putting Too Many Features in Your App
Do not fall into the myth that the more features the better.
Many mobile app developers take this route because they think they will ‘one-up’ their competition by including more features for their users.
More features in and of themselves do not make for a better app!
In fact, users seem to only want 5 main features aside from the main function your app serves – the one that makes their lives easier and solves their specific problems.
These features include:
- Good UI
- Easy/Intuitive Navigation
- Smooth Checkout
- Personalized Experience
- Simplicity/Forwardness/Ease
Therefore, do your best to cut out the ‘extra fat’ and only offer what your users want.
If they happen to desire more, they will let you know after post-launch and you can then add it in.
#4 Trying to Make Your App Compliant With Multiple Platforms
You don’t have to create your app for every platform to get users to download it, especially if you are creating an app for the first time.
Building an app for multiple platforms helps you reach a wider audience, but it also creates more work for you.
It is simpler to create your app in line with the platform your current customers, audience, or users use.
For instance, if you know through your research that most of your intended users prefer to use an iPhone, then create your app for that platform.
Once you have built an app that your target audience loves, you can then branch out into other platforms to gain a wider reach.
#5 Not Testing Enough
For mobile apps, first impressions are everything
The top 3 reasons mobile apps fail are lack of originality, development failures, and lack of a specified target audience.
Proper audience and competitive research will combat both a lack of originality and lack of a targeted audience but only incessant testing will ensure that there are no development failures during and after the time of launch.
Some major things you need to test for before launching your app include:
- Back-end Services
- API
- Network Performance
- Bugs/Glitches
- Platform Compliance
If possible bring in an expert to test your mobile app. Third-party testing is usually more reliable and unbiased than in-house testing and testers.
Social Media Marketing for Mobile Apps
Why should you focus most of your mobile app marketing efforts on social media rather than on other more obvious avenues like the actual app stores you will upload your app to?
Because app users rely on their close circle of friends and family to uncover new mobile applications!
In fact, 52% of mobile users discover apps through their friends, colleagues, and family.
Getting a good, quality app that fits your users’ needs is the first step in a successful mobile app marketing campaign.
Using mobile app SEO, ASO, and having a proper landing page or app website is the second.
The third step, however, is using social media tips to solidify your app as something special among your end-users and separate it from the rest of the 5 million-plus total apps out there, 25% of which are never reused after the initial installation!
Besides reaching more potential users, having a strong social media presence and using it to leverage your mobile app marketing campaigns will also encourage existing users to spend more time on your app, which will lead to higher conversions and therefore more money if you choose to monetize it.
Not only is social media marketing an effective way to gain more exposure for your mobile app but it is also a cost-effective marketing strategy as you can leverage your social media platform of choice to gain free, organic traffic as well as use its paid features to bring in higher reach and ROI.
5 Effective Social Media Tips for Marketing Mobile Apps
Now that you know why social media is such an effective tool for marketing your mobile app, let’s look at some specific marketing strategies to use when advertising your app on your favorite social media platform.
#1 Paid Ads
Roughly 49% of app downloads are done so through social ads!
This alone should be enough to convince you to give a try to paid ads for social media.
What if you don’t have a large budget for paid advertising though?
You don’t have to spend a ton of money on social media paid ads to reach interested parties.
Running a sponsored post on Facebook, for instance, is relatively simple and cheaper than using Facebook Ads and will help you reach an audience outside your existing one.
Youtube Ads are another great source of paid social media ads as they can run as low as $0.10 – $0.30 per view and you can even brand yourself for free if a viewer skips your ad within the allotted time – you get free views when they do!
As almost every social media platform offers app installments as part of their advertising options it makes to use social ads to increase your app download conversions.
The key to successful paid campaigns on social media is to get as granular as possible with your targeting. This will help you cut down on costs and increase your conversions.
#2 Influencer Marketing
Influencers know their audience so intimately and provide such value to them that they make most of their purchase decisions on their favorite influencer’s suggestions.
Almost 40% of Twitter users say they have made a purchase due to an influencer’s suggestion.
There is a caveat though – influencers cost money!
It is possible sometimes to convince them to give a shout-out about your app to their followers by offering them a free download or some other ethical bribe, but most of the big-name influencers within your niche are going to carry a hefty price tag.
If you don’t have the money to pay a big influencer for a sponsored recommendation, then try micro-influencers in your niche, ones that have anywhere between 1,000 to 100,000 followers. They still hold clout with their audience and are usually more than happy to work with big and small brands alike – even new brands – for a small fee.
If you are confused about which social media platform has the best influencers and micro-influencers, try Instagram. This platform tends to have the most engaging followers of all the social media platforms today.
#3 User Content
Third-party testimonials are always better than brand-based advertisements.
90% of consumers listen to online reviews (peer recommendations) and only 33% trust ads.
This is the exact reason why you should ask your current app users, if you have any, to supply user-generated content showcasing your app.
This content can include photos, videos, or written reviews showing how your app improved their lives in some way.
In order to get interested parties to supply personal content about your app, try offering them a free download in exchange for a testimonial.
#4 Reviews/Ratings
Sometimes there is no need to ‘bribe’ people to give your app a review as there may already be reviews and ratings about it floating around the web.
Any reviews or ratings about your app will almost always happen after you have launched it, so keep an eye out for app review sites and YouTube channels that rate apps during post-launch.
Are our reviews and ratings as effective in getting people to download apps as user-generated content is?
You betcha!
60% of app users feel that reviews and ratings are the most important deciding factor when considering an app.
Once you spot a positive review or a high rating for your app on any app store, be sure to post it immediately to all of your social media accounts.
#5 Multi-Platform Approach
You don’t have to stick with just one social media platform when marketing your mobile app. In fact, the more social channels you can leverage for marketing, the better.
Each social media platform has its own distinct features and advantages when it comes to marketing mobile apps.
To give you a better idea of what these are, the following breakdown of Facebook, Instagram, and Twitter is shown below.
Offers various promotional advantages:
- Freebies
- Discounts
- Special Offers
- Contests
- Blog Content
- Quality Images
- GIFs
- Videos
- Groups
- Comments
- Direct Messaging
Great for promotional “sneak peeks” through videos, snapshots, and stunning images.
You should use a mix of the following stunning visuals to engage viewers and encourage app downloads:
- App Screenshots
- How-To Videos
- Entertaining Content (videos and images)
- Explainer Videos
Best used for exchanging ideas, reviews, and offering support.
To be more precise, this platform offers the following marketing capabilities:
- Dialogues
- Feedback
- Updates
- Customer Service
Conclusion
Now that you know how beneficial mobile apps can be to your business, message, or promotional activities, it is time to make and market your app.
Follow the dos and won’t’s outlined above when designing and advertising your app and be sure to use social media to market your app before and after you launch it.
Also, don’t forget to use the above 5 social media tips for marketing and make all of your promotional content, valuable, memorable, and authentic.
If you do this, you will get engagement from your audience which will ultimately culminate in a plethora of mobile app downloads.
Author Bio
Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters