In the busy world of mobile apps, startup founders face big challenges: making unique apps and getting noticed in a crowded market. As the digital world keeps changing, so do the ways to promote apps. Today, in 2024, things are still evolving, with new opportunities for those who dream big. Let's explore the latest trends and strategies that can help your startup stand out.

First things first: Define your target audience.

Defining your target audience is crucial before running ads because it helps you tailor your message to the right people. Understanding who your ideal customers are allows you to create ads that resonate with their needs, preferences, and behaviors. This precision ensures that your advertising efforts are more effective, reaching individuals more likely to be interested in your product or service. By identifying your target audience, you save resources and maximize the impact of your marketing, ultimately increasing the chances of converting viewers into valuable customers. 

8 app marketing strategies you should try

1. ASO: App Store Optimization

Standing out in app stores can be tough, but App Store Optimization (ASO) is a powerful tool. Creating catchy app titles, clear descriptions, and using relevant keywords are crucial parts of a good ASO strategy. Positive reviews and ratings act like recommendations, building trust and credibility with potential users. Sensor Tower's data shows that apps with well-optimized info and positive reviews are more likely to get noticed and downloaded. Here are key points for ASO.

• Keyword Optimization: Incorporate relevant keywords in titles and descriptions for better search rankings.

• Compelling App Title and Description: Craft a clear, catchy title and a concise description highlighting key features.

• High-Quality Visuals: Use appealing screenshots, and graphics that accurately represent the app.

• App Preview Videos: Create engaging videos to showcase key app features.

• Category Selection: Choose the most fitting category for better visibility in relevant searches.

• Localization: Translate app content into different languages for a broader audience.

2. App Store Ratings and Reviews

Getting more reviews in the App Store can significantly contribute to the promotion of your app by influencing potential users and enhancing the overall credibility of your application. Ask all your friends and family to put 5 stars and leave good reviews for your app. You can also buy fake reviews. Why having reviews is important:

• Builds Trust and Credibility: positive reviews act as endorsements from real users, building trust among potential downloaders. Users often rely on the experiences of others to gauge the credibility and reliability of an app.

• Social Proof: Reviews serve as social proof of your app's value. When users see positive feedback, they are more likely to perceive your app positively and be inclined to try it out themselves.

• Improves App Store Ranking: The number and quality of reviews impact your app's ranking in the App Store. Apps with more positive reviews are often prioritized by the app store algorithms, leading to better visibility in search results and category rankings.

• User Engagement and Retention: Responding to reviews (both positive and negative) demonstrates active engagement with your user base. This can enhance user loyalty and encourage ongoing usage, contributing to long-term success.

• Competitive Advantage: In a crowded marketplace, positive reviews can give your app a competitive edge. Users are more likely to choose an app with a higher rating and positive comments over alternatives.

• App Store Featured Sections: App Store editors often curate apps with good reviews for featured sections. Positive reviews increase the chances of your app being featured, providing additional visibility.

3. Apple Search Ads

In 2016, Apple introduced Search Ads, offering app marketers a platform to promote their apps on the App Store. Initially operating on a pay-per-click (PPC) model, Apple, true to its innovative nature, has continually enhanced and evolved its platforms. Today, Search Ads stand out as a robust tool for app advertising, boasting exceptional functionality and extensive reporting capabilities. Apple Search Ads is the only advertising channel that runs campaigns directly within the Apple App Store. It allows your app to skip to the front of the line. In other words, your app ad will appear to interested audiences as the first search result, above any organically ranking competitor. Apple Search Ads gives you easy and flexible campaign management options and a variety of ad placements designed to drive visibility and downloads of your app. Apple gives you $100 credits to try this tool. It's definitely worth trying.

4. Leverage modern video platforms

Short-form content marketing is so powerful. It's free and often better than paid ads. Here is the algorithm for you:

4.1. Warm up your account.
Make a new account and scroll on it for 15 mins /day for 2-3 days. Scroll, follow, comment, and like posts that your app is only relevant to. This helps the algorithm know where to push your content first. This is crucial (especially for TikTok) as it's hard to change later. You should never buy old accounts, they are very hard to warm up or change the existing set audience.

4.2. Make simple videos showing your app and how people can improve their lives by using your app. Post your videos to all short-form video platforms (instagram, youtube, tiktok, facebook).

4.3. Test new formats with each new video.

4.4. Post once a day until you find a winning format that drives downloads.

4.5. Once the best format is found, double down your efforts and scale.

If you don't get views following this algorithm, then your content is most likely not that great. Keep trying, and don't be afraid to test something new.

5. Social Media Influencer Marketing

In a world where social media rules, platforms like Instagram, TikTok, and X (ex. Twitter) have become essential for promoting apps. The rise of influencer marketing and interactive content gives startup founders a chance to directly connect with their target audience. Try to find influencers (or public pages) in your niche with the same audience, like your need. Influencers can create authentic content, providing reviews or demonstrations to their followers. Doing paid promotions with such creators can give you fast and effective results.

6. Social media ads

Social media ads are a powerful tool in promoting mobile apps, providing a direct and engaging way to reach potential users. Here's how social media ads can effectively boost mobile app promotion:

• Targeted Reach: Social media platforms allow precise targeting based on demographics, interests, and behaviors. This ensures that your ads are shown to users who are likely to be interested in your app.

• Visual Appeal: Social media is highly visual, and ads can incorporate eye-catching graphics, videos, and other multimedia elements. This visual appeal helps showcase your app's features and create a memorable impression.

• Interactive Content: Social media platforms offer various interactive ad formats, such as polls, quizzes, and interactive videos. This engagement encourages users to actively participate, increasing their connection with your app.

• Call-to-Action (CTA) Integration: Social media ads provide clear CTAs, guiding users to download your app directly from the platform. This streamlined process enhances user convenience and increases conversion rates.

• Platform-Specific Features: Utilize platform-specific features. For example, Instagram's Stories, Facebook's Carousel Ads, or Twitter's Promoted Trends can add a unique touch to your ads, enhancing their effectiveness.

• User Feedback and Reviews: Social media ads can be used to share users’ experiences and reviews. Positive user-generated content acts as powerful social proof, building trust among potential users.

• Ad Retargeting: Implementing retargeting campaigns ensures that users who have shown interest in your app but haven't downloaded it yet continue to see relevant ads. This reinforces your app's presence and encourages conversions.

7. Content marketing

Content marketing is a strategic approach that involves creating and distributing valuable, and relevant content to attract and engage a target audience. When applied to mobile app promotion, content marketing can be a powerful tool for building awareness, driving downloads, and fostering a loyal user base. Here's how content marketing can be effectively utilized:

• Blog Posts and Articles: Create blog posts or articles that highlight the unique features, benefits, and use cases of your mobile app. Share insights, industry trends, and tips related to the app's purpose to showcase your expertise and attract your target audience.

• Video Content: Create engaging and informative videos that showcase your app's functionality, features, and user experience. Video content is highly shareable on social media and can provide a more immersive preview of your app.

• Webinars and Podcasts: Host webinars or podcasts related to the app's industry or functionality. Position your app as a solution to common challenges discussed in these sessions. Target these webinars and podcasts to your Target Audience.

• Infographics and Visual Content: Design visually appealing infographics that succinctly convey key information about your app. Visual content is easily shareable and can quickly capture the audience's attention on various platforms.

• Social Media: Leverage social media platforms to share content about your mobile app. This can include announcements, tutorials, user testimonials, and behind-the-scenes glimpses. Develop quizzes, polls, or interactive content that encourages user participation and shares on social media, increasing the visibility of your app. Social media campaigns can generate additional buzz and encourage user engagement.

• User Stories and Testimonials: Share real-life stories of users who have benefited from your app. Testimonials build credibility and help potential users relate to the positive experiences of others.

• SEO Optimization: Optimize content for search engines to improve the app's visibility in search results. Use relevant keywords and phrases to increase the chances of users discovering your app when searching for related topics.

• Newsletters: Develop an email marketing strategy to keep your audience informed about app updates, promotions, and relevant content. Regular newsletters can nurture relationships with existing users and encourage them to share your app with others. But don't be too annoying. Value the time and attention of your users.

• Guest Posting: Contribute articles or guest posts to industry-related websites or blogs. This can broaden your app's reach and establish your brand as an authority in the field.

8. Promote on Forums

Promoting a mobile app through forums has become a powerful strategy driven by the resurgence of interest in human-like interactions and firsthand experiences. Utilizing platforms like Reddit, with its diverse user base, allows engaging with users, conducting AMAs, and running targeted ad campaigns to boost credibility and drive downloads. Quora, a popular question-and-answer site, offers opportunities to establish thought leadership by answering questions and utilizing its advertising platform for precise targeting. Niche forums, specifically tailored to your app's industry, provide a focused audience, allowing engagement and advertising opportunities that can significantly contribute to a comprehensive app marketing strategy. Engaging in organic discussions and user-generated content on these platforms builds credibility, enhances app visibility, and attracts a more invested user base.

We at molfar.io help entrepreneurs turn their app ideas into working businesses. We are Lean Startup evangelists. We help research market, build prototype/MVP, test market, find product/market fit. The main idea — is building not six months but six weeks and shipping a product to customers ASAP. And already working with first clients and doing initial marketing — will give you a real vision of the situation and market outlook.

As we finish this article, there’s one question: “How will your app stand out in 2024?” With so many opportunities, combining new ideas, smart marketing, and support from companies like molfar.io can help your app succeed. So, what’s your startup’s next step in this exciting tech story? Still trying to figure it out? Feel free to drop us a message to get a consultation. It's free!