11 Instagram marketing tactics to skyrocket app downloads
September 11, 2017
Marketing your app on Instagram is one of the most cost effective ways to drive downloads and retain users. The social networking app boasts over 700 million monthly active users, mind-blowing engagement numbers, and the social network shows no signs of slowing down.
But just posting pictures of your app won’t do you marketing efforts any favors. To succeed, your brand needs to have a smart strategy that involves a lot of engagement. In this article, we’ll discuss 11 tactics that popular apps like Evernote, Musical.ly, and Bumble use to leverage Instagram to engage and acquire users.
Asking influencers to promote your app on Instagram is one of the most powerful and effective marketing tactics. Here are a few key statistics:
Reaching out to influencers is an easy process. Most have an accessible email address listed in their profile for business inquiries. If not, sending a direct message works just as well if not better.
How to Contact Influencers
Example – Bejeweled
The wildly popular Bejeweled app can attribute its popularity to influencer marketing. The gem-matching puzzle game utilized Instagram influencers, in particular, to build brand awareness, engagement, and app downloads through the #ShinyPlace campaign.
As a result, Bejeweled’s ranking rose 520 places after the campaign according to App Annie (702nd to the 182nd top-grossing app). And since the launch of the campaign, the game’s rank has climbed from 454 on the top-grossing iPhone games charts, to 135.
People follow Instagram accounts for the theme itself. Creating a cohesive theme is critical because the social network solely focuses on visual content. If one picture or video isn’t in line with the aesthetic, it will look extremely out of place and will ruin the entire theme.
Running contests and giveaways on Instagram is one of the easiest ways to gain hundreds or even thousands of followers and downloads in a short period. In fact, accounts that run Instagram contests grow their followers 70% faster over three months, than accounts that don’t.
How to Run Your First Instagram Contest
Hashtags are one of the most important channels for discovery. Consider hashtags of the utmost importance when posting. Posts with at least one hashtag average 12.6% more engagement. So utilizing them in every post will increase visibility substantially.
Video is the most powerful form of advertising and Instagram is the perfect platform to deploy this strategy. Instagram’s focus on visual content and its powerful advertising tool give marketers the best chance of reaching their ideal users.
To create an app install campaign, you’ll need to login to your business’s Facebook Page and follow these ten steps:
Example – Taichi Panda
Snail Games, a Chinese mobile game developer, had been actively promoting their hit app Taichi Panda on Facebook since the game’s launch (2015), but to increase their app installs, the company decided to start experimenting with advertising on Instagram. By running highly engaging Instagram video ads, Snail Games saw a 339% increase in app installs as well as a 1.5x higher rate of in-app purchases.
The company now runs Instagram advertisements on a continual basis. You can learn more about Snail Games’ success by reading their case study.
Cross promoting with a relevant product, service, or app, will allow you to siphon a brand new audience that’s most likely interested in your account.
It’s important to note that there is a difference between cross promoting and cross posting. Cross posting entails posting the same pictures or videos across multiple social networks, cross promotion is more authentic and is unique to the context of the platform (preference of media consumption, audience, actual messaging, etc.).
Shareable content simply means any photo, video, boomerang, or story you post should compel people to tag or DM their friends/family. This is the easiest way to obtain new followers, and increased engagement ーbut it’s also the hardest. Here are a few types of pictures that perform well specifically on Instagram:
It’s also ideal to create content with the Instagram algorithm in mind. Here are the factors that affect it:
Instagram Stories is the best way to keep your app top of mind without flooding your followers feeds with too many pictures. It’s also a great way to drive engagement:
You should aim to be creative as possible while telling an actual story. Here are a few ideas:
Sharing user generated content, or “regramming,” is a powerful way to acknowledge your followers, and it doesn’t require any work on your part.
The social media management platform, Buffer, ran a user generated content campaign and under six months, the company’s account grew by a mind-blowing 500% (4,250 to 21,000 followers). Of course, results will be different for everyone, but the point being, this tactic works if done right.
How to Start from Scratch
Responding to comments and liking tagged pictures of your brand may seem unimportant, but in the grand scheme of things, it should be one of your priorities 一 especially if you’re building a following from scratch. This shows your followers that your brand is engaged and is willing to take the time out for their fan base ー something most brands do not do.
When responding, keep in line with your brand’s tone. This is key because most people unfollow brands on social media because they either use slang/jargon, try to be funny when they’re not, or they don’t have any personality at all. Strive to find the balance between staying true to your brand and keeping up with the type of content your audience wants to see.
Instagram allows accounts one place to link out 一 the profile website link in the bio. Utilize this space to drive visitors to either a landing page or the App Store.
App Store: Consider linking to the app store if you believe the majority of users that will visit your profile will not have your app. The reason being, this experience will direct the user to the app store listing seamlessly.
Landing page: This option is recommended if the majority of users already have your app installed. This will allow users to open the app without navigating through the App Store page.
Learn more about linking from Instagram by reading Branch.io’s “Driving Mobile Growth: Deep Linking From iOS Instagram.”
Instagram should play a key part in your marketing strategy because it is full of opportunities: it can be utilized to keep your app top of mind, you can drive brand awareness and engagement, quality video ads thrive on the platform, and much more.
To complement your Instagram marketing strategy, check out our comprehensive list of 35 app marketing tactics.