Mobile app developers face a significant challenge when it comes to getting their app in front of their target audience. With millions of apps available in various app stores, it can be tough to stand out from the crowd. As a result, developers often resort to paid user acquisition to increase their app's visibility and reach. However, many developers overlook the fact that paid user acquisition can also lead to an increase in organic downloads.
Paid acquisition refers to the practice of paying for ads to promote an app to potential users. The ads are targeted to specific audiences, demographics, or locations, and they can be shown on various platforms such as Facebook, Google, or Instagram. The ultimate goal of paid acquisition is to increase the visibility of the app and generate more downloads.
Here are some ways that paid user acquisition can help increase organic downloads for mobile apps:
1. Increased Visibility
Paid user acquisition can increase an app's visibility in app stores and search engine results. When an app receives more downloads and installs, it is more likely to appear in the top charts and recommended lists. This increased visibility can attract more organic downloads as users discover the app through these channels.
2. Social Proof
When an app has a large number of downloads and positive reviews, it serves as social proof for potential users. Social proof is a powerful psychological tool that can influence people's behavior. When people see that an app has a large user base, they are more likely to trust it and download it. This increased trust can lead to more organic downloads.
3. Increased Engagement
Paid user acquisition can help drive engagement with an app. When an app has a large user base, it is more likely to have a vibrant community that shares the app with friends and family. This word-of-mouth marketing can lead to more organic downloads as people hear about the app through their social networks.
4. Improved App Store Ranking
One of the most impactful ways that paid acquisition impacts organic downloads is through the app's ranking on app stores such as Google Play or the App Store. The number of downloads, user engagement, and positive reviews are all factors that influence an app's ranking. By using paid acquisition, apps can increase their downloads, which can improve their ranking in app stores. Higher rankings can lead to increased visibility and organic downloads, as users are more likely to download apps that appear at the top of the search results.
We experienced this phenomenon first-hand when we increased our paid advertising spend for our fitness apps by 400% to capitalize on the increased searches by people who want to get fit for the new year. In doing so, we were able to grow organic downloads from just under 2k a day to upwards of 7k daily in less than a week and as a result, 85% of our overall downloads were organic. As a result of the additional downloads, the app moved up in the category rankings from close to 400 to the top 100.
More ad spend = more installs
More installs = more revenue events
More paid installs increase organic installs
It's worth noting that paid acquisition can be a costly strategy, and it may not always result in a positive return on investment (ROI). It's important for app developers to track the effectiveness of their paid acquisition campaigns and adjust their strategy as needed. Additionally, while paid acquisition can attract new users, it's crucial for apps to deliver on their promises and provide value to users to retain them.
In conclusion, paid acquisition can have a significant impact on the number of organic downloads for mobile apps. By increasing visibility, providing social proof, driving engagement, and improving app store ranking, paid user acquisition can create a virtuous cycle that leads to more downloads and installations, both paid and organic. It's important to remember that paid acquisition alone is not enough to drive long-term growth, and apps must also focus on creating engaging content, offering personalized experiences, and fostering a sense of community among users.
By Ray Green / firstname.lastname@example.org