Strategies for Promoting Your App: Understanding Paid and Organic Approaches

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How to promote an app? With over 8.93 million smartphone apps available worldwide, standing out in the app market can be a real challenge. These numbers are growing daily, making it clear that hoping for users to find your app without effort is not a viable strategy. The competition in the app world is fierce, and treating your app launch like any other significant product release is crucial. 

If you’re wondering how to promote an app effectively and still need to craft a user acquisition strategy, don’t worry. This article will share the 8 most effective strategies for promoting your app, covering paid and organic methods.  

How to Promote an App via Paid Strategy

If you are asking yourself, “How do you promote an app on social media?” there are two ways to do it: paid and organic. Spending money on promoting your app helps more people find and download it. Facebook and Instagram are great for advertising a business online because they have many users and let you target specific groups. Plus, since Facebook owns Instagram, it’s easy to run app installation ads on both platforms.

Search Ads

Search Ads

With the launch of iOS 10, Apple introduced Search Ads in the App Store. This is a paid advertising option where you can bid on specific keywords. When someone searches for those terms, your app can appear at the top of the search results. Apple Search Ads have an average conversion rate of 50%, showing they can significantly boost your app’s performance.

Podcast ads

Podcast ads are becoming more popular and effective. The podcast ads market worldwide is projected to grow by 8.74%, resulting in a market volume of $5.26 billion in 2028. Podcast ads allow you to shape your message to match the interests of podcast listeners, making it feel more personal and relevant to them. In addition to investing in podcast ads, you should also consider the free option to be a guest on a podcast where you can shine a spotlight on your app, boosting its visibility and helping spread the word about your brand.

Influencer Marketing

​​Even if you don’t have a huge budget to hire a famous celebrity for app promotion, many effective options are still on a smaller scale. Consider partnering up with micro-influencers (those who have between 10k and 100k followers) who resonate with your target customers. Micro-influencer campaigns are usually more affordable and feel more genuine. Also, micro-influencers often have more loyal and engaged followers and can help you reach an audience genuinely interested in your app. 

How to Promote an App via Organic Strategy


A website for your mobile app is crucial for promoting it well before it launches. You can use the website to share detailed info about your app, show a demo video, collect email addresses for future updates, and even encourage users to share feedback about your app. This feedback is gold for improving your app and can also catch the eye of potential new users. In addition, consider adding social media icons to your website to connect users with your app’s social media channels and further establish its presence online. 

How to Promote an App: Organic Social Media

Earlier, when we talked about how to promote an app on social media, we mentioned that you can try paid and organic options. For organic promotion on social media, it’s important to be present. This means setting up a Facebook page and profiles on Instagram and Twitter. Once you have these accounts, start following people in your target audience and industry. 

Remember not to flood your followers with too many promotional posts. Don’t just post for the sake of posting. Make an effort to connect with your audience. Share stuff they’ll love and get involved in conversations they care about. Also, throwing in some vector graphics in your posts is a smart move – they add a visual punch that can make your content stand out and grab more attention.

Content Marketing

Content Marketing2

Content marketing is an awesome tool for drawing in and keeping users for the long haul. It’s a great addition to your SEO strategy to boost your website traffic and then smoothly lead people from your site to your app. Also, crafting cool content for social media and using deep links to nudge users towards your app works wonders. The key is to create all sorts of valuable stuff – think in-depth blog posts, handy shopping guides, informative ebooks, white papers, and eye-catching infographics. To make your content even more appealing, consider using AI images for visually captivating material. You can create a strong traffic flow that leads to your app with consistent effort.

How to Promote an App: App Store Optimization 

App Store Optimization (ASO) is like SEO but for mobile apps. It’s important to make your app stand out in a crowded market. To do ASO well, focus on a few key things:

  • App Name: Make sure it’s unique and easy for your audience to find.
  • Keywords: Use relevant keywords, but don’t overdo it. You want to be found, but your text should still sound natural.
  • Description: Your description should clearly explain what your app does and its value. Keep it updated with information about app updates and new features.
  • Screenshots/Video: Have several high-quality screenshots or videos showing off your app’s main features. These are the first things people see, so they should look professional and clearly demonstrate what your app is about.
  • Ratings: Positive ratings are important. If your ratings aren’t great, try to get good reviews from your current users to improve your app’s credibility and encourage more downloads.


In conclusion, understanding how to promote an app effectively requires a mix of paid and organic strategies. Each method is crucial in attracting and retaining users, from leveraging social media and content marketing to optimizing your app store presence. Remember, the key to successful app promotion lies in balancing these strategies to reach your target audience effectively. By applying the insights shared in this article, you’re well on your way to boosting your app’s visibility and popularity in the competitive app marketplace.