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what are mobile app growth strategies

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With millions of apps available in app stores, it can be challenging for developers and producers to make their app stand out and attract users. Building an effective mobile app growth strategy requires a deep understanding of your target audience, clear goals, and a range of marketing and engagement tactics. So, what are mobile app growth strategies that actually work?

One of the strategies that have proven to be highly effective in driving app growth is influencer marketing. Influencer marketing involves partnering with social media influencers who have a large following in your app’s target niche. By promoting your app through these influencers, you can reach a wider audience and increase your app’s visibility, ultimately driving downloads and engagement.

In this article, we will explore the steps involved in building successful mobile app growth strategies, tips on effective work, and insights. By following these tips and strategies, you can develop a comprehensive app growth plan that drives results and helps your app reach its full potential.


To build a mobile app growth strategy that really works, it’s essential to understand your target audience and their needs. Never start doing anything regarding marketing until you fully understand for whom you are doing it. By understanding your mobile app users, you can create an app that addresses their pain points and offers unique value. Additionally, you can identify the social media platforms and influencers your target audience engages with, which will help inform your influencer marketing strategy.

To define your target audience, consider the following factors:

  • Demographics. This includes age, gender, location, income, and education level. Understanding these factors can help you tailor your app’s features and marketing messages to appeal to your target audience.
  • Psychographics. This refers to your target audience’s interests, values, beliefs, and behaviors. Understanding these factors can help you create a messaging and branding strategy that resonates with your target audience.
  • Pain points. Identify the challenges your target audience faces that your app can address. By solving a problem or filling a gap in the market, you can attract and retain users.
  • Competitors. Research your competitors to identify what they offer and how they market their app. This can help you differentiate your app and tailor your marketing messages to stand out. To get the most clear and useful results of such research, you can delegate it to the Famesters Influencer marketing agency for app. We use our own expertise and multiple smart AI tools to fully understand what your competitors do, what types of ads they use, how these ads work, how your audience responds to them, etc.

Once you have a clear understanding of your target audience, you can identify the social media platforms and influencers that your target audience engages with. For example, if your app is targeted towards young adults, you may want to partner with Instagram influencers who have a large following in that demographic. By understanding your target audience and their social media habits, you can create an effective influencer marketing strategy that resonates with your target audience.


Setting clear goals is an essential step in building a mobile app growth strategy. Without specific objectives, it’s challenging to measure progress and make data-driven decisions. When setting goals, it’s important to consider the following:

  • Objectives. Define the overall objective of your app, such as the number of downloads, user engagement, retention, and revenue. Setting specific objectives will help you measure progress and make data-driven decisions.
  • Key Performance Indicators (KPIs). Establish KPIs that are aligned with your objectives. For example, if your objective is to increase user engagement, your KPIs may include the number of sessions per user, the average session length, and the retention rate.
  • Timeline. Establish a timeline for achieving your objectives. Consider setting short-term and long-term goals to ensure progress and motivation.
  • Measuring and reporting. Identify how you will measure progress and report results. Determine the data points you need to track and how often you will report progress.

By setting clear goals and KPIs, you can focus your efforts on the most critical areas of your app growth strategy. This will help you make data-driven decisions, optimize your app’s performance, and achieve your objectives.


Your app’s visibility in the app store is critical to driving downloads and engagement. To improve your app’s visibility, you need to use App Store Optimization (ASO) techniques. ASO involves optimizing your app’s listing in the app store to improve its ranking in search results.

To optimize your app store presence, consider the following:

  • Keywords. Research the keywords that your target audience is searching for and use them in your app title, description, and metadata. This will help your app appear in search results when users search for those keywords.
  • Icon. Create an eye-catching icon that represents your app’s value and appeals to your target audience. Your app icon is the first thing users see, so it’s critical to make a good impression.
  • Description. Craft an informative and compelling app description that highlights your app’s unique features and benefits. Use keywords and bullet points to make it easy for users to scan and understand.
  • Ratings and reviews. Encourage users to rate and review your app. Positive ratings and reviews can improve your app’s ranking in the app store and increase credibility with users.

By optimizing your app store presence, you can improve your app’s visibility and attract more downloads. This, in turn, can help you achieve your growth objectives and drive engagement.


Influencer marketing is an effective way to promote your mobile app to a broad and engaged audience. According to a research, 80% of experts find influencer marketing effective.

80% of experts find influencer marketing effective.

By partnering with influencers who have a significant following in your target audience, you can generate awareness, credibility, and downloads.

To leverage influencer marketing, you should take the following steps:

  • Identify relevant influencers. Research the social media platforms and influencers your target audience engages with. Look for influencers who align with your brand values and have a significant following in your target audience.
  • Create a compelling pitch. Craft a pitch that highlights the unique features and benefits of your app. Focus on the value proposition for the influencer’s audience and how your app solves a problem or fills a gap in the market.
  • Negotiate terms. Agree on terms with the influencer, such as the type of content, the frequency of posts, and the compensation. Be transparent and clear about the expectations and deliverables.
  • Monitor and measure. Track the influencer’s posts and engagement to monitor the success of the campaign. Use data to make informed decisions and optimize your strategy.
  • Seek for help from experts. Contact the Famesters influencer marketing agency if you need experienced professionals to manage your influencer marketing campaign from start to finish.

By leveraging influencer marketing, you can tap into the influencer’s engaged audience and generate awareness and downloads for your app.


Social media is a powerful tool for driving engagement and retention, and not only influencers can help you with this on social media platforms. By creating your own social media strategy that aligns with your app’s objectives and target audience, you can increase user engagement, drive downloads, and improve retention.

What you need to do to use social media to drive engagement:

  • Choose the right platforms. Identify the social media platforms your target audience engages with and focus your efforts on those platforms. For example, if your app targets young adults, you may want to focus on Instagram and TikTok.
  • Create valuable content. Create content that provides value to your audience, such as tips, tutorials, and user-generated content. Use visuals and captions that align with your brand voice and values.
  • Engage with your audience. Respond to comments and messages promptly and authentically. Use social media as an opportunity to build relationships with your users and address their questions and concerns.
  • Run targeted ads. Use social media ads to target your audience and drive downloads and engagement. Use A/B testing to optimize your ads and improve performance.

By using social media to drive engagement, you can build a community around your app and improve user retention. People often use social media to find answers to the questions they have regarding a mobile app, some issues they may have with it, or just more information. Help them get the answers yourself.


Building a mobile app growth strategy that works requires a combination of data-driven decision-making, optimization, and creativity. By defining your target audience, setting clear goals, optimizing your app store presence, leveraging influencer marketing, and using social media to drive engagement, you can achieve your goals, drive more installs, attract new users, and increase ROI.

And never forget about influencer marketing: it is an effective way to promote your app and generate awareness and high-quality traffic. 71% of marketing experts admit that influencer marketing traffic is among the best:

71% of marketing experts admit that influencer marketing traffic is among the best

By partnering with influencers who have a significant following in your target audience and its trust, you can tap into their engaged audience and improve your app’s visibility and credibility. Make sure to include influencer marketing in your mobile app growth strategy and optimize it to achieve the best results. 

The Famesters influencer marketing agency is ready to help you with this, conduct research for your brand, build a successful strategy, and manage the entire campaign from start to finish. Contact us now via [email protected] so that we can start growing your mobile app faster.

Frequently asked questions about mobile app growth strategy

What is a mobile app growth strategy?

A mobile app growth strategy encompasses the methods and techniques used to increase the user base and engagement levels of a mobile app. App growth strategy is designed around understanding the target audience’s needs and preferences, optimizing the app’s presence in the app store, leveraging social media and influencers for promotion, and continually analyzing and adapting to the app’s performance metrics.


Why is understanding the target audience important in app growth?

Understanding the target audience is crucial because it informs the features, design, and marketing strategies of the app. By knowing the demographics (age, gender, location, income), psychographics (interests, values), and the challenges that the target audience faces, developers can tailor the app to meet the specific needs of its users, thereby increasing relevance and user retention.


What are KPIs in app growth strategy?

KPIs are metrics that are used to measure the effectiveness of the mobile app growth strategy being implemented. Common KPIs include:

  • User acquisition: The number of new users downloading the app.
  • Engagement metrics: Active users, session length, and frequency of use.
  • Retention rates: The percentage of users who return to the app after their first visit.
  • Conversion rates: The percentage of users who complete a desired action, such as making a purchase or subscribing.
  • Revenue metrics: Daily, monthly, and annual revenue.

Read this article to learn more: How to set and measure influencer marketing KPIs.


How does App Store Optimization work?

ASO is the process of optimizing a mobile app’s marketing elements (such as the title, keywords, icon, and screenshots) to maximize its visibility in the app stores’ search results. The goal is to increase traffic to the app’s listing and to boost the conversion rate to download. Key aspects include:

  • Keywords: Researching and using keywords that potential users are likely to search for.
  • Icon and screenshots: Designing visually appealing icons and screenshots to attract users.
  • Ratings and reviews: Encouraging satisfied users to leave positive reviews and high ratings.


What makes influencer marketing effective for mobile apps?

Influencer marketing is effective because it allows apps to reach a wider and more engaged audience through personalities that consumers already trust. By partnering with influencers who align with the app’s target niche, developers can significantly boost their app’s visibility, credibility, and user base through authentic endorsements.


How can social media be used in an app growth strategy?

Social media platforms are ideal for promoting mobile apps due to their vast, engaged user bases. Effective mobile app growth strategy strategies include:

  • Content marketing: Sharing useful, relevant, and entertaining content that highlights the app’s features.
  • Ads and promotions: Running targeted ad campaigns to increase visibility and downloads.
  • Community engagement: Interacting with users through comments, polls, and discussions to foster community and loyalty.
  • Collaborations: Partnering with other brands or apps to tap into their audiences.


What should I focus on after launching an app to ensure it continues to grow?

After launching an app, focus on:

  • Monitoring KPIs: Regularly check your KPIs to understand what’s working and what isn’t.
  • User feedback: Actively seek out and incorporate user feedback to improve the app.
  • Marketing adjustments: Adapt and refine marketing strategies based on performance data and changing market conditions.
  • Feature updates: Continually update the app with new features to meet user demands and keep the app relevant.


Can you measure ROI in mobile app growth strategies?

Yes, measuring ROI involves calculating the effectiveness and profitability of the growth strategies implemented. By analyzing the cost of each strategy against the revenue generated through new users, increased engagement, and other monetization strategies, developers can assess which methods are yielding the best returns and adjust accordingly. You can learn more about it all here: How to measure influencer marketing ROI: a comprehensive guide.


How often should I update my mobile app growth strategy?

It’s advisable to review and update your growth strategy regularly – typically once a quarter. However, continuous monitoring of performance metrics might indicate a need for more frequent adjustments. Keeping abreast of new trends, technologies, and user expectations is also crucial for maintaining the app’s competitive edge.


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