How to Maximise App Downloads Through Social Media (Updated Guide)

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 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 on 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 on the figure below.

Figure: Active Social Media Users as of April (2019) in millions

Source: Statista

Facebook has maintained its top position as the most popular social platform. It has over 2 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 engage with relevant content. Choose high-quality images and video content with catchy captions.

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 pages likes. Facebook offers opportunities to promote your content and page. The good thing about the ads is that you can customise the audience to reach your target users only.


Visual content sells faster than textual content on social media. Instagram is the perfect platform for pictures and images. From the statistics shared above, the platform has more than 1 billion users already.

About 70% of Instagram users are below 35 years. Hence, as you plan your Instagram marketing campaigns, think about this age group. 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 posts 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.


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 the growth in the number of users since the first quarter of 2010:

Source: Statista

You have less 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.


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.

Consider the following statistics:

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 of1.9 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 1.6 billion people have downloaded the app.

One way that businesses have been using the app for marketing is 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.

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 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


Social media is a cost-effective method of promoting any product include 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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Social Media Marketing Trends in Kenya by 2016

Social media marketing in Kenya can bring about a breakthrough in businesses. It assists you in your quest to reach to as many people as possible within and outside the country. If successful, you will make significant sales and ultimately gain profitability and growth in business. You must, however, be aware of the current social media marketing trends in the field in 2016. Here are some of them:

  • Video content

You may have realized by now that most businesses are including videos in their social media platforms. This is because Kenyans enjoy watching them. It is, therefore, possible to engage as many clients as possible using the videos. They may be educational or entertainment videos.

Also read:  Call for Enterprise Mobile Apps in Kenya Growing Bigger

  • Mobile marketing

Google announced recently that the people using mobile devices to access the internet have surpassed those that use laptops and desktops. In this background, social media marketers have been designing their sites in such a way that users can comfortably view the content across all platforms and using a range of devices.

  • Paying for promotions

Businesses have realized that they can only reach to a few clients by coming up with content and posting it on their social media pages. Fortunately, it is now possible to pay for promotion and get the results that they yearn for. These options are available in social media platforms such as Facebook and Twitter.

  • Shopping from the social media

Traditionally, business people posted information on products on the social media platform and then required the clients to visit their sites for purchases. However, one of the current social media marketing trends is to allow the clients to buy products directly from the platform.

  • Social chatting

This is one of the social media marketing trends in 2016 that has a lot of difference in businesses and companies. Using features in platforms such as Facebook, it is possible to have real-time engagement with clients.  In the process, the clients are able to get clarifications and understand the products being offered by a company.

  • Social media automation

Using various automation tools, it is possible to deliver content to the right clients and at the right time.

  • Social content participation

Some businesses in Kenya are now allowing the consumers to participate in writing the content in the social media platforms. This helps them to improve on the quantity and the quality of the content.

Also read:  Mark Zuckerberg Visit to Kenya: What It Means For Developers & Startups

By considering any of the listed social media marketing trends here, a business can achieve its goals and objectives in 2016 and beyond.


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Positive and Negative Impact of the Social Media to Businesses in 2016

The modern media is no longer confined to newspapers, radio and television. Rather, it has evolved to include the digital platforms and the social media. Indeed, people can now get pertinent information just by logging in to their social media accounts such as Facebook and Twitter accounts among others. While the businesses will gain have a lot to gain from the platform in 2016, they will also have to be prepared for the related negative impacts.

Positive Impacts

  • Disseminating information faster

Instead of going to a media station and waiting for days before an advert reaches to the targeted audience, the social media makes it possible for a business person to disseminate information easily and efficiently. If well advertised, vital information about a business can reach to as many people as possible within minutes. The end result is increased sales and profitability.

  • Understanding the needs of the clients

The response by potential and existing clients on social media is, more often than not, instant. A client who is not thrilled by a product will not only express their displeasure, but they will also give information as to what should be changed in a product. A wise business person will use such data to make the necessary changes.

  • More options

Unlike in the case of traditional advertising, there are different ways of packaging information on the social media platform. Using various techniques, it is possible to combine audio, visual and text to come up with the most appealing advert ever.

  • Beating the competition while saving on costs

A business can easily beat their competition by coming up with an aggressive marketing campaign. Using the platform, they can research on the rival’s strategies and devise different ways of advertising and marketing their products.  The best thing is that the course is cost-effective.

Negative Impacts

  • Difficulties of containing negative information

Misleading information can easily be spread through the social media. While a business person can track the source of the information and address the problem, it can be difficult to contain it before any damage is done. Specially, by the time a business person takes legal measures on the person or organization spreading such information, their reputation and profitability is likely to be affected negatively.

  • Release of confidential information

Accidentally, it is possible for a business to release confidential information about a client or regarding its operations. This will ruin a business competitive advantage.

  • Hacking

Many businesses have fallen victims of hacking of their important infraction by other businesses and malicious people. Confidential information can then be disseminated to the public, which may in turn affect a business’ reputation and competitive advantage.

Clearly, the social media platform has both the negative and positive impacts on a business. As such, ensuring that risk assessment and management is done in advance is crucial in dealing with the negative impacts. At the same time, businesses should take advantage of the fact that the platform has a capacity to help a business achieve profitability and sustainability in the long-run.


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