10 User Acquisition Strategies to Increase App Installs
TL;DR
With 7 million apps competing for attention, a successful user acquisition (UA) strategy requires audience research, diversified channels, and continuous measurement. This video outlines 10 concrete strategies spanning paid, organic, and community-based approaches to drive app installs. ---
Notes
§Foundation: Know Before You Spend
- Define your target market clearly to avoid wasted budget
- Research your audience's interests, motivations, and pain points
- Analyze competitors — identify what they do well and where gaps exist
- Use insights to craft messaging and creatives that showcase your app's unique value
§Strategy 1 — App Store Optimization (ASO)
- Critical for organic discovery on the App Store and Google Play
- Optimize: app icon, keywords, description, and visual assets
- Treat ASO as its own discipline — significant depth to it
§Strategy 2 — Paid Media
- Start with established channels: Google, Facebook, Apple Search Ads, AdMob, Unity
- Allocate the most budget to top-performing sources
- 95% of marketers are now exploring emerging paid channels (connected TV, podcast advertising)
- Each ad should have a single, clear call to action
§Strategy 3 — Creative Optimization
- Granular performance data is essential at the campaign element level
- AI-powered tools (e.g., AppsFlyer) enable producing and measuring creatives at scale
- Goal: improve return on ad spend (ROAS)
§Strategy 4 — Content Marketing
- Cost-effective way to attract users organically
- Choose topics your target audience genuinely cares about
- Example: mindfulness app Cal publishes content on stress reduction and mental health
§Strategy 5 — Influencers & Organic Social Media
- Influencers don't need massive followings — an engaged niche audience is what matters
- Example: Gymshark partners with fitness influencers ("Gymshark Athletes") to showcase products in context
§Strategy 6 — Online Communities & Forums
- 44% of marketers are using online communities to reach ideal users
- Join relevant communities and participate authentically in conversations
- Avoid turning engagement into a direct sales pitch
§Strategy 7 — Word of Mouth & Referrals
- Prompt users to leave reviews at natural moments (e.g., after completing a delivery or finishing a game level)
- Make app content shareable to drive organic spread
- Example: Strava and Nike+ allow users to share workouts, inspiring others to join
§Strategy 8 — Free Trials & Tasters
- Demonstrate value before asking for commitment
- Options: game demos, free access to premium features
- Examples: Hulu and Spotify's freemium models
§Strategy 9 — Deep Links
- Enable direct app install from emails, social posts, or QR codes
- Deferred deep links: route users through the app store install, then land them on the specific relevant in-app page automatically
§Strategy 10 — Measure Continuously
- Analyze performance data on an ongoing basis
- Identify what's working and iterate to improve UA efforts
Actionable Takeaways
- Define your target audience and study competitors before allocating any budget
- Diversify across paid, organic, influencer, and community channels — don't rely on a single source
- Test emerging paid channels (connected TV, podcasts) alongside established platforms
- Trigger review/referral prompts at peak satisfaction moments inside the app
- Implement deferred deep linking to reduce friction between ad click and in-app landing
Quotes Worth Keeping
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95% of marketers are exploring emerging paid channels this year like connected TV and podcast advertising.
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They don't have to be the biggest influencer around, but they do need to have an engaged audience in the niche market that fits with your app.
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44% of marketers are turning to online communities to reach their ideal users — just don't turn it into a sales pitch.