Your app is live, and now it's time to wait for the downloads… Advertising on the App Store or Play Store is an obvious next step. But let's not overlook an equally important marketing channel: Social Media Marketing. This channel has been around for years and is used intensively by countless companies as a powerful advertising platform.
But how can your app make the most of it? And which developments simply can't afford to miss?
In this Social Media Marketing guide, we've laid out the most important insights for you and give you a look into the latest trends in Snapchat marketing.
What is social media marketing?
Over the past few years, you've undoubtedly noticed the growth in advertising on platforms such as Instagram, Facebook, YouTube, and TikTok. Where in the early days of these platforms there were no ads to be found at all, it quickly became clear that they formed a goldmine for businesses.
We distinguish between:
- Organic social media marketing: This involves creating and sharing content across various social media channels. The content is strategically developed to perform well within the algorithm of your target audience, with the goal of generating maximum visibility and reach.
- Paid social media marketing: This refers to ads you pay for in order to bring them to the attention of a specific target audience. Think, for example, of ads shown in between different Instagram Stories.
Why promote your app on social media channels?
As an app marketing agency, we start from the inside out: First, the ASO and ASA of your app need to be rock solid, and only then do we look further. At this stage of the funnel, there are certain reasons why you might choose social media marketing.
- Specific target audience: Your app targets a clear, specific audience. If you want to promote your app among business users, LinkedIn is the place to be. But if your app is aimed at Gen Z, you can often reach this group faster through platforms like TikTok or Snapchat than through traditional Google ads. We're seeing a growing trend where young people use TikTok as a search engine instead of Google (source: Adobe). A development you, as an app owner, can definitely capitalize on!
Source: Adobe “Using Tiktok as search engine”
- Top of mind with your users
The power of repetition is a foundation of marketing.
Step 1: Increasing brand awareness
The principle is simple: the more often people come across your app name, the greater the brand awareness. By using social media alongside App Store Advertising, you increase your visibility beyond the app stores and reach your target audience precisely during their daily scrolling moments.
Step 2: Top of mind
Brand awareness is the foundation, but the real goal is to become the obvious choice within your app category.
For instance, we often say colloquially: 'I'll just Google it.' A clear example of how Google has become top of mind, and not Yahoo.
By consistently being present at relevant moments in your target audience's daily life, your app grows into a brand that comes to mind first.
- Building a community
You already have customers, but want to increase their loyalty or boost CLV. Social media is ideal for this. For example, offer exclusive discount codes for followers, engage in conversation through live sessions on Instagram or TikTok, or increase engagement with polls. Retailers use this, for example, to let followers vote on which product should be launched first. This way, you strengthen the bond with your community.
Upcoming….. snapchat marketing
Boosting app downloads with Snapchat Ads? Absolutely. But how exactly does that work?
Snapchat offers the ability to link ads directly to your app. For example, you can use a video preview of your app as an ad and connect it directly to your app in the app store.
You set a specific target audience and configure the ad so that users who click through from Snapchat to your app are fully tracked. This lets you see exactly when someone converts from a Snapchat ad into an actual app download.
Just like Meta and Google, Snapchat offers various advertising objectives, such as brand awareness and app installs, allowing you to tailor your campaigns to your marketing goals. (Source: Snapchat)
A unique aspect of Snapchat advertising:
- "Playable Ads:
- App Playables are interactive previews that let potential users or gamers try out an app or game without leaving Snapchat.
- This playful experience helps Snapchat users quickly understand how the app or game works. As a result, the barrier to downloading the app is lowered, and the number of app conversions increases.
Deal for making your app's use case clear to your users, without having to give away free trials.
Especially when your target audience falls in the 18-35 age category, Snapchat advertising is, in our view, the way to go!
Ready to grow?
Curious what social media marketing can do for your app or SaaS product? And which platforms best fit your target audience?
Feel free to contact us.
