How to Promote Your App with Influencers in 2020
**Originally published May 16th, 2019. Updated January 22nd, 2020**
If you are reading this, chances are you already own a mobile app and have perhaps even already tried your hands at promoting your app. However, even after employing these measures, the user growth that resulted from the campaign left much to be desired. The allure of the big numbers seen in influencer marketing statistics has eluded you, leaving both a bitter taste in your mouth and a glaring hole in your marketing budget with little to show for your efforts.
You, of course, want to create demand for your app. You’re looking to drive downloads, provide value, and retain users. However, most app developers think about mobile advertising through the lens of “in-app ads”, and view it as the only viable tactic to build their audience and increase their user counts. But we are here to tell you, there is a better way: Influencer marketing.
This may not come as a surprise to many. Influencers have proven to provide incredible value in promoting apps on social media. Yet many brands have still been wary to invest heavily in the tactic, for a variety of reasons. Whether it be inexperience, lack of clear brand vision, or simply fear of the unknown, too many brands still find themselves on the outside looking in, enviously watching on as their competitors run well-executed influencer marketing campaigns and increase market share.
If you and your brand want to get in on the action, here’s how to promote your app with influencers in 2020.
Select The Ideal Influencer(s) for your campaign
Influencer marketing is all but the epitome of digital marketing in this modern world. However, when partnering with influencers, it’s imperative that you find the right influencers for your app. There are numerous different strategies you can employ in this situation. But there are a few tried and true methods to start with that will get you moving in the right direction:
Perform a search on social media platforms like Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, etc, for groups and common interest communities. Being able to effectively pinpoint one or more relevant categories that your app falls into will directly determine the success of this practice. Select the best keywords associated with your branding efforts and begin your search.
Select Influencers that align with your brand
Studies have shown that users tend to spend much more time on social media sites than on traditional webpages, which is a good reason to start your research on social media platforms. Which social media site you ultimately decide to focus your efforts on can be a complex endeavor. Different influencers have different audience concentrations on particular social platforms. So deciding which networks are most effective for your promotional efforts should have a direct effect on which influencers are most ideal and best to target.
Always keep in mind that an influencer must be willing to promote the app. Their willingness is usually directly tied to whether or not your brand app is relevant to his or her audience. On the other hand, even if you are able to persuade a social influencer to promote an app that’s not relevant to his group, you can expect those efforts will be largely ineffective. This is where partnering with an influencer marketing agency and choosing an Instagram influencer network can work wonders for your brand.
Incentivize Your Users
As human beings, we all know incentive breeds action. So give your users an incentive! Influencers are the ideal ambassadors for delivering incentive-laden messages on social media.
Influencers are like the “cool guys” when it comes to social media. Think about it as if you set up a party and invite certain people with status and prestige that speak well of you and your work. And we aren’t talking about generic, seminar-style presentations that repeat your message. Influencers provide immediate added value to the content of our brand when they provide incentive-rich messaging to their audience. They have the inherent ability to turn skeptics into believers.
Tell a story with your social content
Influencer marketing and storytelling go hand in hand, and having a story to tell is paramount to your influencer marketing efforts. Attention spans are rapidly diminishing by the day, so your brand needs to make an immediate impression if you hope to gain their interest. People love hearing stories touch their lives, and discovering these touching points to implement in the story is crucial if you hope to get the most out partnering with an influencer. If they can effectively tell your brand story, a successful campaign is all but assured.
We touched on storytelling in a recent LinkedIn Live with Youtuber TD Barrett. In this episode, he gave us his top 5 tips for growing as a Youtuber and finding success on the platform. You can check it out below!
Give influencers as much creative freedom as possible
To get the most out of your influencer campaigns, give them some creative freedom to represent you and your brand in the most organic way possible. Their profile on social platforms has characteristics that will bring success as it pertains to influencing your target audience. There are many ways influencers contribute to the purchase decision and having them communicate creatively and organically is the best way to incentive your audience and promote your app.
Leverage Instagram, especially Instagram Stories
Go visual with your social media marketing! Instagram can encourage you to take your content in a new, vibrant direction. More people use visually-based social media platforms like Instagram, Snapchat, Pinterest, etc. than ever before.
Whether it’s posting photos/videos/stories showing your company’s culture and vibe, creative content that displays the value of your app, or anything in between, Instagram and Instagram Stories are essential in connecting with the modern-day consumer. Keep in mind that the vast majority of Instagram users are between the ages of 18 to 29. So adjust your content to align with this audience demographic as much as possible.
Social media use is at an all-time high, and accordingly, brands are trying to reach them through these platforms. Influencer marketing is a constantly evolving world that affects the behaviors of numerous platforms. The platforms that are most popular today could begin to become an afterthought tomorrow. However, influencer marketing is an evergreen strategy. And you don’t have to have a huge budget in order to take advantage of influencer marketing. So what are you waiting for?