There are many ways to promote an app, from paid promotion to pitching review stores to feature the app. One of the best user acquisition techniques is the word-of-mouth marketing. A person you know and trust tells you they’ve started playing a mobile game? Most likely, you’ll give it a try.
For this particular reason, most of the top apps have app ambassadors who help spread the word about them.
Here you will find inspirational stories of influencers endorsing apps that will make you want to jump straight on the marketing influencer bandwagon of success. So let’s get right into it and see how brands are using influencer marketing to expand their reach and gain more users:
With more than 10 million users, Headspace is one of the biggest app success stories within the wellness industry. Its success was driven mainly by partnerships, heavily relying on influencer marketing:
“Partnerships have been key to our success, and the sheer depth and breadth of our content helps differentiate us, too,” Headspace co-founder, Rich Pierson (Source).
Headspace recently started a campaign targeting a more mainstream audience, by advertising mindfulness meditation as a means to improve sport performance. For this campaign, they partnered with different influencers from a variety of fitness communities, such as running expert Knox Robinson and Paul Karmiryan of “So You Think You Can Dance.”
2. Color Switch
Color Switch, who have reached over 180 million downloads has taken the millennial generation by storm.
One of the app’s biggest marketing successes lies in influencer marketing. Fortafy’s, the Color Switch creators, feature countless comedy sketches by influencers, in which they include the game. Some featured influencers include Brookelyn, Julien Marlon, Nessa Varez, and many more. Here’s one example:
Instant messaging giant Skype has turned to influencer marketing tactics to help promote their app to millennials. The company launched new group chats features, and redesigned them to be more lively and personalized.
To promote the new chats, Skype partnered with influencers, including Jack Baran, who with a following of over 1.4 million YouTube subscribers and 1.1 million Instagram fans, promoted the app’s “SkypeTogether” campaign.
The YouTube sensation delivered amazing results: one skype-related post on Jack Barans Instagram account lead to 74,000 likes and a video posted to his followers on YouTube ended up with over 110,000 views.
Audible’s primary objective was to drive signups for their Audiobook membership service, in addition to creating brand awareness targeting the millennial generation. The key to the campaign’s success was the creation of content in line with the YouTubers channel, oftentimes integrating the brand into humorous comedy sketches.
Postmates, a food delivery app, is doing an amazing work with influencers’ endorsements. The brands encourage their ambassadors to post about their food delivery in real time, but also partner with influencers who spread the word about the app and share discount codes.
Picking Influencers For an App Promotion
If you’re not partnering with influencers to push your app, you are definitely missing out. The examples above just list a few of many businesses that have successfully pushed their app installs by collaborating with influencers. Using an influencer marketing software can help sift through all the influencers out there and find the best-performing ones that also match the brand’s style, goals, and interests.
When selecting influencers for your app make sure they have the relevant target audience you’re trying to reach. Headspace, for example, was endorsed by athletic influencers who were selling it on the basis of enhancing performance.
In addition, select the influencers based on your target audience. Their lifestyle, image and their branding should not be too dissimilar from your own.