The strategy for promoting a mobile application should work even at the stage of its creation and fulfill strategic tasks: increase user awareness of the product, increase the number of downloads, retain the audience and encourage the invitation of new users. The more downloads and the more regular user interactions with the application, the higher the possibility of its monetization.

In this article, we have collected six ways to increase these indicators.


It’s a good idea to use a pre-launch mobile app promotion strategy. Invite users to take a survey to find out what feature they especially want in the app. Or start a contest, the winners of which will be able to use the application for free for a month, or may be able to get access to its additional functionality. That way, you can educate your audience about the product, increase brand credibility, add features that users were interested in, and fix bugs even before the app is released. And potential users will wait for the release, get acquainted with the application in advance and take part in its creation and testing.


ASO (App Store Optimization) is a number of ways to promote a mobile application that help improve its ranking in search in the AppStore and Google Play.

They include working with an icon, application name, subtitle, field with keys, description, keywords, screenshots and videos. In order for your app to rank high in search, pay attention to these points.

Make an attractive icon that looks good on devices with any screen resolution and reflects the essence of the application. In the title, immediately indicate the functionality of the program, and in the description tell us how to use your application and all its advantages. If there is a lot of text, break it into paragraphs. Also, don’t forget to use keywords – with them, users will be able to find your application faster.

Right: An example of a keyword search. Left: an example of an application description for paying for per-minute workouts in gyms – Gymmy Fit

Behavioral factors

Behavioral factors affect the algorithm for promoting mobile apps in stores. Most often, store users install applications that are in the top and on the first screens. Where your application will be displayed is affected by: the total number of installations, user ratings, the number of comments, launches and uninstallations of the application over time.

Another method promoting mobile applications using behavioral factors – to build in the application the ability to rate it and leave a comment. For example, after a completed task, a chain of actions, or before the user exits the application. Motivate users to launch the app more often with points or assignments that only open after several days of use in a row.

Content marketing

Of great interest are companies that do not just advertise the application, but share their experience, show expertise and make it clear that the application will definitely solve some kind of user problem. Or maybe more than one.

Content marketing is effective as a way to promote mobile applications, because it provides the audience with useful information and you the opportunity to increase your site’s search engine rankings. An additional way to promote mobile applications is to publish articles and news on third-party platforms of related topics, in addition to articles on your website’s blog. This way you will get additional traffic, interest of potential users and new installs. Often, specialized publications write about interesting applications and new products for free.

An example of useful articles from blog BeeO is an application that will help you choose the right products for your health.

Social networks

In this article, we wrote that social networks as a method of promoting a mobile application are getting tight and we have proposed three alternatives. But if you have a loyal audience or you know where to find it, then there is no reason at least not to try posting on social media. Tell existing and potential customers about the stages of development, share screenshots, engage in discussions and give away access to the beta version.

Another way to promote a mobile application on social networks is to integrate with them in the finished application. People like to share their achievements with friends and receive bonuses for small actions like reposting a profile in an application on social networks.

Push notifications

Use push notifications as a method of promoting mobile apps. This tool will be able to motivate users to launch it and use it more often. And in this way you can also talk about new events, promotions, discounts, the latest updates and additions.

Pinterest notifies that 9 people have saved the user’s pins, and Yandex.Music invites you to go into the app and listen to the new episode of the podcast.

Analysis of the effectiveness of the application

While engaging in a strategy for promoting mobile applications and looking for new channels and ways to get additional traffic, it is important not to forget about analytics and efficiency.

Sources, total number of installs, number of launches, session duration, advertising costs, user acquisition cost – these are the metrics that need to be analyzed and changed based on the data. For example, stop using channels that are not producing results and test new ones.

Most often, Yandex.AppMetrica, Google Analytics for Apps, AppsFlyer and AppAnnie are used for analysis. But there are also a number of services that will help you keep your finger on the pulse, assess the interests of users and choose new directions for development.

It may be helpful: on our blog you can read an article about the main metrics of mobile app quality control.

To promote a mobile app, advertise it in the channels that are right for you prior to release. For example, through mobile app ads, search ads, or social media ads. Promote it with ASO, user activity, newsletters, and social media posts. And, of course, constantly analyze the results, listen to the opinions of users and improve the methods of promoting the mobile application and the application itself.