So you have developed a cool app. You want the world to know about it and use it. However, you’re not sure how to accomplish that goal.
Here’s an idea: mobile app influencer marketing. According to Single Grain, 49% of consumers rely on influencer recommendations. 74% of them use social media platforms to decide whether to buy something. It’s no wonder marketers are crazy about influencer marketing.
So, to keep up with the times and tap into this market, start collaborating with influencers to promote your app and boost downloads. You’ll get a lot of exposure and people will start using your app.
Here’s how you do it.
What is Mobile App Influencer Marketing
Mobile app influencer marketing is when an app creator partners up with influencers to promote the app.
Did you know that 92% of consumers trust recommendations from other people more than brands? 40% of them purchase something after seeing that an influencer uses it. People rely on word-of-mouth recommendations and online reviews. It’s natural. Our instinct tells us to trust real people more than big companies. Research done by Single Grain shows that users are more emotionally attached to YouTubers than traditional celebrities.
That’s why influencer marketing became so huge over the last couple of years.
According to Mediakix, 89% of marketers say ROI from influencer marketing is as good or better as other types of marketing. You should use it to promote your app and get more people to use it.
Tips for Effective Mobile App Influencer Marketing
If you have no idea where to start and how to find an influencer for your app, check out this simple guide. I explain everything you need to know about influencer marketing.
Define Your Goals
Before you start approaching influencers, you need to have a good strategy in place. What are you trying to achieve by partnering with influencers? Do you want to increase brand awareness, boost your downloads, or something else?
If you don’t know what your end goal is, you won’t be able to communicate it to the influencer. And you probably won’t get any results.
According to research done by Mediakix, the most common goal of influencer marketing is boosting brand awareness (85%). That is followed by reaching new audiences (71%) and generating sales (64%).
Also, think about how much money you are looking to spend? What’s your budget for mobile app influencer marketing? Knowing that will help you choose between micro, macro, and mega-influencers.
Micro-influencers usually have about 2,000 to 50,000 followers. Macro influencers have 50,000 to 1,000,000 followers, while mega influencers have more than one million followers.
Micro-influencers have been getting increasingly more popular. According to research done by Single Grain, micro-influencers get 60% more engagement. Collaborations with them are 6.7 times more successful than macro-influencers.
That’s why I suggest you first look for micro-influencers. You’ll get amazing results and spend less money.
Choose the Right Platform
The next step is choosing a social media platform. In order to do that, you need to have a clear understanding of your target audience. Ask yourself, what social media platform does your audience prefer? For example, if you want to target gamers with mobile app influencer marketing, Twitch or YouTube are probably the best options. However, Instagram is still leading the way when it comes to influencer marketing. In a survey done by Mediakix, Instagram is the most important platform for influencer marketing with 89% of the votes. Also, Instagram posts and Stories are the two most used content formats for influencer marketing.
Avoid Fake Influencers
You’ll see many people on social media claiming to be influencers, since that’s very trendy now. What people don’t understand is that adding the word “influencer” to their Instagram bio doesn’t make them influential in any shape or form. If they were honest with themselves, they would add “aspiring” before the “influencer” part.
According to a survey done by Mediakix, more than 60% of marketers think it’s very hard to find the right influencer for their campaign.
How do you recognize a real influencer who’s good at their job?
Your first guess might be – by the number of followers they have.
Wrong. Try again.
By how cool they are?
Nope.
A true social media influencer is someone who has a great relationship with their audience, good storytelling abilities, and knowledge and authority in their industry. That’s whom you should look for.
It’s Not About the Number of Followers
Follower numbers is not the only thing you should focus on when choosing an influencer. Followers can be bought, (which is what many so-called “influencers” do). So it’s not something you should use to determine whether someone is a great influencer.
According to a survey done by Mediakix, follower count is the 6th most important thing marketers look for in an influencer. That's nowhere near being the most important.
Be particularly wary of accounts that have tends of thousands of followers, but very low engagement. That’s the first sign something fishy is going on. The thing with fake followers is that they’re usually bots, not real people. So you get the high follower count, but no meaningful engagement. As much as 50% of marketers say their number one challenge is recognizing fake followers and engagement.
It’s much better if someone has fewer followers, but a very dedicated and loyal audience. That’s why micro-influencers are becoming more and more popular.
Remember, being an influencer is a job like any other and you’re paying them to do it. Don’t feel bad for expecting a lot.
How to Choose the Right Influencer for Your App?
Now it’s time to find those mystical beings that we call influencers.
There are a lot of things you need to consider when choosing a mobile app influencer. As we learned, follower count is low on the list. One of the most important things is to focus on the skills an influencer has, instead of just their followers. Look for someone who has credibility, authenticity, and authority in your niche. If you think they would actually use and enjoy your app, it means you’re heading in the right direction. For a fitness app, find fitness influencers. If you have a mobile game, look for influential gamers, and so on.
According to research by Single Grain, the main reason influencers start collaborating with a company is because they already like their brand.
Here is what you need to look for when choosing mobile app influencers:
- Quality content
- Superb storytelling abilities
- High engagement rates
- A great relationship with followers
- Someone who aligns with your brand message
- Someone who shares your target audience
- In-depth industry knowledge
- Authority in their niche
- Authenticity and originality
When approaching an influencer, be very clear about what your businesses is all about and what you expect from them. Tell them the ideas you have, but also let them suggest their own as well. Give influencers some freedom. It’s important that the content is authentic and on-brand for the influencer. Otherwise, it will look too pushy and unnatural.
For example, Visa collaborated with a famous YouTuber BigDawsTV for their Checkout app. The goal of Visa’s influencer marketing campaign was to use humor to boost downloads. Daws was perfect for it since he’s known as a prankster on YouTube. The results? CTR increased by 20% in just a couple of days.
How Much Money Should You Spend on Mobile App Influencer Marketing?
According to research done by Mediakix, the most typical influencer budget is anywhere from $1,000 and $10,000 a year. The second most common is between $100,000 and $500,000 a year. In 2019, 17% of companies spent as much as half of their total marketing budget on influencers.
How much money you should spend on mobile app influencer marketing largely depends on the goals you want to achieve. It also depends on what type of influencer you go with (micro, macro, mega).
So consider the results you want to achieve and allocate an influencer marketing budget accordingly.
To Sum Up Mobile App Influencer Marketing
If you want to turn your app into a hit, you need to make influencer marketing an important part of your overall mobile marketing campaign. The right influencer can take your app from unknown to very popular.
Create your influencer campaign thoughtfully. Define your goals, choose a great influencer, and watch the magic happen.
What do you think are the biggest challenges when it comes to mobile app influencer marketing? Share your thoughts in the comments below!
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About Udonis:
In 2018 & 2019, Udonis Inc. served over 14.1 billion ads & acquired over 50 million users for mobile apps & games. We’re recognized as a leading mobile marketing agency by 5 major marketing review firms. We helped over 20 mobile apps & games reach the top charts. Want to know how we make it look so effortless? Meet us to find out.
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