Here’s a possible scenario. As the leading software developers in Kenya, we took you through the process of generating a new app idea. You got an outstanding idea, built an app, and made it available on all major app stores. The big question now is, how do you maximize downloads?
You probably know that social media is an effective marketing tool. You could be using it for your business but, have you thought of the app? Many app owners miss reaching potential users by ignoring social media!
In this guide, we will show you how you can use different social media platforms to leverage the usage of your app. Remember that the more social platforms you engage the wider the audience you reach.
Let us know look specific platforms.
Do you get tired of scrolling your Facebook timely? Yes? Well, social media users still think Facebook is the best way to connect. Look at the statistics in the figure below.
Figure: Most popular social networks worldwide as of April 2024, ranked by number of monthly active users(in millions)
Source: Statista
Facebook has maintained its top position as the most popular social platform. It has over 3 billion users worldwide. Facebook Messenger has over 1 billion users already.
The statistics show the potential reach when using Facebook as a marketing tool. If you target users beyond Kenya, you could reach millions or even billions of users with your app. How do you get there?
Creating an account on the social platform is just the first step. You need to keep your followers engaged with relevant content. Choose high-quality images and video content with catchy captions.
Additionally, explore Facebook groups in your niche. You can start a group if none exists or engage those in relevant groups. You need not talk about your app all the time. Participating in discussions keeps your business visible.
Even with the best content and activity on the platform, you can only get so many page likes. Facebook offers opportunities to promote your content and page. The good thing about the ads is that you can customize the audience to reach your target users only.
Visual content sells faster than textual content on social media. Instagram is one of the best platforms for short videos and images. From the statistics shared above, the platform has more than 2 billion users already.
About 70% of Instagram users are below 35 years old. Hence, as you plan your Instagram marketing campaigns, think about this age group. Also, about 60% of all Instagram users check their accounts daily.
For this platform, you need to share catchy images with a short description daily. The story feature gives you an additional platform to market your app. Most users spend time checking recent stories.
The advantage of Instagram is that you can post several images, videos, or a combination of both as your story. The story will disappear after 24 hours but your app will remain visible to users for as long.
You can also promote your content on Instagram to reach a wider audience. Target the younger audience when defining your target market. If your app targets young phone users, you have one strategy to explore.
Encourage your followers on Instagram to post their content for a prize. Contests will always attract new users to your business or brand. For instance, users can share their experience with your app through photos or videos.
You can also request screenshots of your downloaded app for a prize. Remember that users want to increase their followers as well. Hence, posting their content on your account makes them visible to a wider audience as well.
X (Formerly Twitter)
Twitter has a relatively lower number of users compared to Facebook and Instagram. However, you cannot ignore the 300 million plus users on the platform. Look at number of X users worldwide from 2019 to 2024 (in millions):
Source: Statista
You have fewer characters and a limited number of pictures to share on Twitter. However, if you can keep up with daily trends, you will keep your app visible all day. Use the relevant hashtags for the day to make your tweets visible.
You can also search Twitter and discover the most relevant conversations in your niche. The conversations may not be trending at the time. However, your participation increases your visibility.
Here is another visibility strategy on Twitter. Follow influencers and participate in their conversations. Reply to their tweets and tag them in new tweets as well. One mention by an influencer with millions of followers makes your brand visible to all the followers.
Twitter has an advertising platform as well where you can promote your brand or tweets. The ads will show in all major hashtags of the day. Choose the content of your ads carefully to attract new followers.
YouTube
The demand for video content has been increasing over time. More than 87% of all marketing professional user video content and so should you. Software developers in Kenya will tell you that social media users cannot get enough of viral videos.
Consumers prefer YouTube videos to all other types of videos. Hence, you cannot run a social media campaign for your app without a YouTube channel. You have a potential audience of 2.5 billion YouTube users.
Keep your video clips short, enticing, and relevant. The first few seconds should entice viewers to keep watching the video. Give tutorials on how to use your app in the videos.
You can also create slideshows of different features on the app. The videos are not limited to the app or your business. Think about interesting topics that are relevant to your target users.
In the past, WhatsApp was an alternative way of texting and sharing files. Today, WhatsApp has become a major business tool. About 2 billion people have downloaded the app.
One way that businesses have been using the app for marketing is by creating groups. You can invite new users to join your group and share content. Keep the content relevant and useful to retain your group members.
WhatsApp is also an excellent way of answering questions from consumers. Many would rather type in a question and get a prompt response rather than call or visit a website. In addition, the channel gives you a platform to collect feedback from actual users.
You can also connect WhatsApp Business to your Facebook and Instagram accounts for seamless communication with potential clients.
Additional tips for marketing an app on social media
1. Start marketing your app on all platforms during the development process. Do not wait until the app is launched to talk about it.
2. Gain as many followers as you can on all platforms including less popular platforms such as Snapchat or Pinterest
3. Leverage influencers on all platforms to make your app visible to their followers
4. Share live videos on Facebook, YouTube, TikTok or IG TV before, during, and after the app launch
5. Use your target keywords on social media to make it easier for target users to find information about your app
Conclusion
Social media is a cost-effective method of promoting any product, including a new mobile app. While still working with software developers in Kenya, get the word out about the upcoming app. You already know the features of the app. Hence, you have more than enough information to start social media campaigns before the launch. Sustain the social media campaigns even after the launch to retain acquired users and get new downloads.
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