Getting Started With User Acquisition For Apps: The Complete Guide

User acquisition refers to the process of attracting new users to an app, and in mobile marketing, it's about leveraging non-organic means to boost downloads.

This is especially crucial for mobile advertisers, AppTrove helps with user acquisition by tapping into fresh markets and growing their user bases, ultimately driving the growth of the app and the community around it.

Given the increasing penetration of smartphones, which now reach about half of the global population, it's never been more important for businesses to implement effective mobile user acquisition strategies.

With more apps launching every day, competition is fierce. But amidst the rapid evolution of the mobile marketing ecosystem, some tried-and-true techniques continue to deliver results. In this blog, we’ll explore the main types of user acquisition campaigns and tips on enhancing these strategies.

Types of User Acquisition Campaigns

1. Performance-Based User Acquisition

This method uses creative assets like banners, GIFs, videos, and interactive ads to engage users and persuade them to download an app. Advertisers upload compelling visuals, often highlighting discounts or attractive offers, and these are placed in prime in-app spots where they’re most likely to succeed in terms of click-through rates (CTR) and return on investment (ROI).

Ads like rewarded videos and playable ads offer users a taste of what they’re downloading, making this a strong acquisition strategy.

2. Rewarded Engagements

In this method, users receive in-app currency or bonuses in return for installing an app or performing specific actions like signing up or completing levels in a game.

Moreover, these downloads contribute to improving an app's ranking on app stores, offering additional organic visibility. Apps in the gaming, fitness, delivery, and finance sectors encourage users to engage more deeply with the app beyond just downloading it.

3. OEMs: Preinstall Campaigns & Recommendation Engines

OEM (Original Equipment Manufacturer) campaigns are another powerful tool for mobile marketers.

In preinstall campaigns, apps are preloaded on devices from manufacturers like Samsung, Huawei, and Xiaomi. This tactic not only ensures high visibility but also boosts brand credibility by association with trusted smartphone brands.

4. Demand-Side Platforms (DSPs)

A Demand-Side Platform (DSP) allows advertisers to bid in real-time for ad spaces on mobile devices and websites. DSPs also come with powerful analytics tools, enabling advertisers to track campaign performance, optimize spending, and enhance ROI. For those looking to spread their ads across a broader range of sources, DSPs offer a streamlined solution.

5. Influencer Performance Marketing (IPM)

Influencer Performance Marketing is a newer method of user acquisition that focuses on app installs, not just brand awareness. Unlike traditional influencer marketing, which is more about visibility, IPM uses cost-per-install (CPI) pricing.

Tips for Successful User Acquisition Strategies

Mobile user acquisition can be a complex process, but the following strategies can simplify your approach and help you maximize downloads:

With billions of users on platforms like Facebook, Instagram, Twitter, and LinkedIn, social media is an excellent way to reach potential users. Engaging with users through posts, ads, and influencer partnerships can help raise awareness and drive installs.

2. Paid Advertising

While organic reach is ideal, paid advertising ensures that your app gets in front of a larger audience quickly. Platforms like social media sites, third-party ad sources, and search engines offer targeted advertising opportunities that can lead to higher visibility and conversions.

3. App Store Listing (ASO)

App Store Optimization (ASO) is vital for making your app stand out in crowded marketplaces. Optimizing titles, descriptions, keywords, and visuals can significantly increase downloads and improve your app's ranking. A higher rank leads to more visibility, creating a virtuous cycle of downloads.

4. Influencer Collaboration

Influencers, especially those within your app’s niche, can help you reach relevant audiences. Their followers trust their recommendations, which can translate into direct downloads of your app. Partner with influencers whose values align with your brand for maximum impact.

5. PR and Press Outreach

Getting your app featured in relevant media outlets can raise awareness of your app among potential users. Target tech blogs, app review sites, and even mainstream media to expand your reach.

6. Encourage User Reviews

Positive reviews can build credibility and encourage more downloads. Responding to negative feedback promptly shows that you care about improving user experience, which can turn a negative impression into a positive one.

7. Data Analytics

Use data to refine your user acquisition strategies. Analytics tools help track what’s working and where there’s room for improvement.

Summing It Up

The key to successful user acquisition is a balanced approach, using a mix of paid and organic strategies to build momentum. From performance-based ads to influencer collaborations, combining these methods can help drive sustained growth for your app.

Ready to kickstart your mobile marketing campaign? Get in touch with a specialist today at AppTrove and unlock your app’s full potential.