Whether a business pushes content solely through an app or uses it to provide additional services, apps are now one of the main ways that we consume content. So, how can developers and publishers use influencer marketing to promote an app? 

(Photo : Posted by Regina Tsvyrava, Chief Operating Officer of Influencer Marketing tech agency HypeFactory)

According to Statista, global app revenues will exceed $935 billion by 2023, due to paid downloads and embedded marketing. Marketers constantly analyse their target audience as well as their marketing strategies in order to find new and effective ways to attract users. The traditional method of marketing apps, through ad banners and blanket advertisements online, is no longer efficient in comparison to new mediums of marketing. Influencer marketing is the perfect tool to replace the traditional ways of marketing and reach audiences more effectively.

According to the Mediakix Influencer Marketing Survey 2019, 89% of marketers believe that the ROI from influencer marketing is superior to other promotional tools. The impact of influencers on their subscribers can significantly increase attraction and demand for a brand's product. 

One of the biggest challenges with apps is encouraging people to use them. Whether it's getting less accustomed audiences to use apps, or building an initial user base, a good way to increase the number of downloads is through influencer marketing. 

Identify the appropriate format for promotion segment

It is important to first identify the most appropriate format and platform for reaching target audiences. Once this is done, an influencer can be used to reach an already established audience in order to promote a product.

Publish reviews

Influencers can create a product review of an app to promote its use and key features. By doing this, they can provide an insight into the functionality as well as review it for their audience. This can help to not only gain new users, but to also promote new features to existing users.

Let's plays / Gameplay integration

Gaming influencers promoting mobile games can use "Let's plays" and gameplay videos to show-off games. This is perfect for engaging a target audience as it is more tangible than a targeted ad. 

For example, HypeFactory recruited multiple YouTubers across several regions to promote the latest medieval strategy title, Hustle Castle, by MY.GAMES. The challenge was to inspire interest in new markets and using HypeFactory's unique hyperlocal marketing technology, the ad campaigns were able to reach targeted regions. HypeFactory worked together with 40 influencers to show off the title to hundreds of thousands of subscribers. It made use of various techniques to captivate audience attention and generate clicks and interest in the game, from 60-90 second video clips to links in the video descriptions and comments. The campaign overachieved its targets and reached a total coverage of 6.3 million.

Streaming and online broadcasting of events

Streaming and E-Sports championships, such as Fortnite tournaments, attract millions of gamers and viewers to platforms such as Twitch. By marketing with streamers, providers can have a huge amount of interaction with audiences and are guaranteed a great return as there is a great level of viewer trust with streamers.

Measuring ROI

When planning a campaign, it is important to determine the key parameters for measuring success, and to create forecasts. Marketing campaigns can be divided into two types: performance and image campaigns. For the first type, it is important to evaluate specific data. Here the main indicators of success will be CPM, CPC, CR, CPI or CPA. For the second type, it is important to evaluate the turnover of users, engagement, number of downloads and overall growth of users.

App promotion also brings organic uplift: app stores will push apps that have an increase in audience interest and number of downloads etc. leading to more downloads. 

Obtaining feedback in multiple industries

One of the key factors when choosing a bank is the convenience of a mobile application. Fewer people go to branches, preferring to carry out all transactions from their smartphone. This trend can be seen in other industries such as online shopping and signing up for online services. Comments from users and analysing competitors can suggest what functionality is missing. This helps marketers, product managers, and developers with future improvements.

An influencer marketing campaign is an incredible way to promote an app. From influencer reviews to demonstrations, it allows developers to grow an app as well as market their brand effectively.