Getting people to download your app is tougher than ever in 2024. Over 148.2 billion new apps are downloaded on Google Play Store and Apple’s App Store every single day. Having a great idea for an app isn’t enough anymore. You need a well-thought-out plan to drive app awareness.
As technology changes, the best ways to market your app change too.
In 2024, TikTok was the third most downloaded app with 128 million downloads. In fact, among social media marketers who build social media communities, 28% say that TikTok is the most effective platform for building an active community on social media.
This is especially true for new app creators entering a fiercely competitive landscape. Strategies that worked just a few years ago might not cut it today. So, how do you get your app noticed in 2024?
Here’s how you can minimise acquisition costs and maximise your app’s visibility by using TikTok influencer marketing to promote your mobile app.
The Mobile App Boom: How To Reach Gen Z
Mobile apps are everywhere. The average person interacts with over 9 apps daily. But who uses them the most? Research shows a clear trend: Gen Z, between the ages of 13 to 24, are app power users. They spend more time on apps than any other age group.
This tech-native generation is all about consuming content quickly and engaging with it in a dynamic way. That’s why they flock to platforms like TikTok, which dethroned all competitors to become the most downloaded app globally in 2022.
Here’s why TikTok is a goldmine for app promotion:
- Massive Reach: With billions of users worldwide, TikTok offers unparalleled potential to get your app in front of a huge audience.
- Gen Z Focus: A whopping 60% of TikTok’s user base falls within Gen Z. This means you can target your ideal audience with laser precision.
- Influencer Power: Gen Z spends a significant amount of time on TikTok, actively consuming and creating content. Partnering with the right TikTok personalities is the key to success.
Reaching your target audience is essential, but on a platform like TikTok, truly engaging them is the key to success. Let’s explore new ways to find perfect influencers to maximise your app’s visibility.
Finding Your Perfect Partner: Choosing TikTok Influencers
Picking the right TikTok influencer is crucial for maximising your app’s reach.
Here’s what to consider:
- Quality over Quantity: Don’t just chase follower count. Look for influencers with a high engagement rate. This indicates a more active and receptive audience.
- Target Audience Match: Choose influencers whose audience demographics align with your ideal users. Think age, interests, and app usage habits.
- Location, Location, Location: Consider regions with high TikTok usage (for example, it is ideally 60 minutes daily in the UK). Targeting influencers with active audiences in these areas can boost engagement.
Hooking Viewers with Fun: The Power of Ad Hooks on TikTok
On TikTok, it’s all about entertainment. Unlike other platforms, grabbing attention goes beyond just informative messages. Here’s where ad hooks come in. Develop short, catchy videos that showcase your app’s features in a fun and informative way.
Think of them as the first line of a captivating story. They should:
- Evoke Emotions: Align your hook with the viewer’s mood. Is it funny, relatable, or intriguing? Tap into those feelings to pull viewers in.
- Spark Curiosity: Pique their interest in your app. Don’t reveal everything - leave them wanting more about how your app solves a problem or enhances their lives.
- Run Hashtag Challenges: Create a branded hashtag challenge that encourages users to interact with your app and generate excitement.
The Call to Action: Turning Views into Downloads
Don’t let viewers simply watch and forget! A clear CTA is essential to drive app downloads from your TikTok campaign.
Thankfully, TikTok offers a powerful tool: integrated CTAs. Piloted in 2020, this feature allows you to include a clickable button directly within influencer content.
For app downloads, your CTA can be as simple yet effective as:
- Download Now
- Get Started Now
- Try the App Today
- Start Your Free Trial
- Get Started in Minutes
These CTAs guide viewers directly to your app’s download page, making the process seamless and get as many conversions as you can.
Authentic Marketing With Influencer Ads
Your influencer ads can blend seamlessly into the ‘For You’ feed of your target audience — which makes them seem genuine and not forced. Encourage influencers to integrate your app into their content in a way that feels organic and authentic.
This authenticity can lead to higher engagement and more downloads.
The majority of TikTok’s users fall under the age of 25 – a generation of digital natives that are the most likely to use mobile apps. Studies have shown that in 2019, 41% of 18 to 26-year-olds in the UK switched to mobile payments, and 48% of people under 29 used a dating app at least once.
Additionally, TikTok boasts a user base that doesn’t just download the app but actively uses it.
Earlier in January 2024, 360 OM were honoured to snag the awards for ‘Paid Social Media Campaign of the Year’ and ‘Best Use of TikTok’ for our innovative campaign, ‘360 OM & Uni Compare — Clearing 2023 TikTok Campaign.’
Soon after, the official TikTok For Business Case Study published the Uni Compare and 360 OM’s Clearing campaign success story after it achieved a global 8th-place ranking on Results Day, surpassing giants like TikTok, WhatsApp, and Instagram.
The goal for the Clearing 2023 campaign was to craft TikTok ads that simplified the Clearing process for prospective students. We aimed to employ a problem-to-solution approach, showcasing our app as the remedy for students’ Clearing challenges.
The TikTok campaign ran from July 1st to August 17th, 2023, with 10 video assets in our broad and retargeting campaigns.
Here’s the success story shared by TikTok in its Business Case Study series.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
