Not many people know, but using social media to get your brand app discovered and downloaded is much easier than you think. Although content marketing, PPC and now App Store Search campaigns can be effective, it’s important that marketers fully utilise social media integration, as means of getting their app out there in the public domain.
We as a society are spending more time on smartphones and social media than ever before. Recent reports from Statista show that there are currently 2.3 billion smartphone users and 2.5 billion active social media users worldwide, with these figures set to increase in the years to come. Consumers are on these platforms for good, switched on and ready to be engaged with.
Both demographic sets are also in the midst of a “sharing culture”, in which they’re utilising technology to update their online community about their daily activities. Therefore, it’s important that brands recognise this potential whilst creating their app, and capitalise on the growing trend.
Social media integration is a technique used in apps which allows users to post content out to their social networks (such as Facebook, Twitter and Whatsapp), making their followers aware of their app activity. This can vary from a purchase from an online retailer, a milestone in a fitness app or an achievement in a mobile game, plus more.
By doing so, app users are actually promoting your app organically to their friends. This, in turn, allows organisations to enhance their brand awareness and engage new and existing customers, whilst driving additional downloads. And as 80% of time spent on social media is now done so via mobile, social media integration is a must for all app developers.
American diner chain TGI Fridays use social media to their advantage in the Fridays UK mobile app. Users are given the opportunity to share personal codes to their Facebook, Twitter and Whatsapp community, who in turn receive a free appetiser if somebody downloads the app and quotes it. Similarly, live concert discovery app Bandsintown allows users to RSVP themselves to upcoming gigs to their Facebook account, encouraging others to follow suit.
Social media integration also addresses the issue of app/brand discoverability. By allowing your users to share to their social platforms, like above, they’ll be able to publicise how useful, interesting or fun your app is, to all their online community.
However, it’s important that all marketing activity works together and is consistent. Your app may look good and serve a purpose to users, but without optimum promotion on all fronts, there’s a high chance that it’ll stagnate on the App Store, and fail to reach its true potential.
Letting your users share content to social media is also perfectly timed, as social platforms continue to update their rules and guidelines. From 2017 onwards, Facebook will be changing its News Feed algorithm to prioritise posts from public users over other sources, including brands and publishers. This means that brands will need to become increasingly dependent on social engagement from their users, to help drive brand awareness.
Sharing to social is also a great way of organically driving downloads, rather than relying on paid methods. Today, a single share could potentially be seen by one hundred mobile-ready individuals, and a comment or like on this share could then potentially be seen by two hundred friends and family members. There’s once again no limit as to how far your message will spread.
Essentially, social media users turn into your very own brand ambassadors, who'll get your product out there far and wide!
It also benefits brands during a time where mobile users are facing constant prompts to download apps on print, television, online publications and even social media itself. By allowing users to non-invasively market your app for you via that recipe share, upcoming event or health tip, this will show others that it’s a trustworthy and certified product, making them more inclined to download it.
Essentially, social media users turn into your very own brand ambassadors, who’ll get your product out there far and wide!
As apps integrate social media more deeply, such as the ability to log in via Facebook and upload photos etc, the relationship between both is seamless and effective. Subsequently, this gives users the opportunity to showcase their app experiences through social media much easier than previously.
Encouraging social engagement will also contribute to your growing brand community, which is key to the sustainability of your app. Once again, social users will feel more comfortable in joining this community if they’ve been referred by a friend or family member, and will more likely engage with you on a frequent basis.
As the relationship between smartphones, apps and social media continues to strengthen, social media integration is essential for brands wishing to target their demographic in the public domain. As consumers become increasingly reliant on all three, there is ample opportunity for brands to achieve and even surpass their marketing goals, in today’s mobile-driven culture.