From Likes to Downloads: The Ultimate Guide to Social Media Marketing for Apps

Reading Time: 23 Minutes

GRIN also recommends this free guide:

Video Game Influencer Marketing Case Study with Schell Games

Download Guide

In today’s competitive digital landscape, composing an amazing app isn’t enough to capture the spotlight. The real magic happens after the app has already been created. And without the right promotional tactics, you might as well be leading a symphony to an empty concert hall.

So, let’s talk about how you can get the audience you deserve. In this blog, we’ll introduce you to some creative ways to promote your app on social media and drive the downloads you need to plant your flag in the App Store. Let’s get started with social media marketing for apps!

Ready to take your B2C app marketing strategy to the next level? Let’s make it happen together!

How to promote an app on social media: a step-by-step guide

So you’re ready to introduce your app to the world? Let’s talk about how you can craft a social media marketing strategy to create buzz and generate excitement among your target audience. 

Define your app’s unique selling points (USPs).

Understand your target audience.

Start by defining your target audience. Who are the potential users of your app? What are their demographics, preferences, and pain points? Understanding your audience is key to tailoring your USPs to their needs.

Run competitor analysis.

Research your competitors and similar apps in your niche. Identify what features, benefits, or qualities make your app stand out from the competition. Look for gaps in the market that your app addresses. 

Collect user feedback and reviews.

Analyze user feedback, reviews, and ratings for your app and your competitors. Pay attention to what users praise or complain about. This can provide insights into what aspects of your app are unique or exceptional.

Need help collecting reviews? Check this out. 

Analyze your app’s features.

List all the features and functionalities of your app. Highlight those that are distinctive or offer a superior user experience. Consider the value these features provide to users. 
Once you’ve gathered this information, distill it into a clear and compelling set of USPs that resonate with your target audience. These USPs will serve as the foundation for your social media strategy, helping you craft persuasive messaging and content that communicates the unique value your app offers to users.

Choose the right social media platform. 

When marketing your app on social media, you first need to determine where your target audience spends most of their time. From there, you can prioritize platforms based on how conducive their user experience is to your overall goals. Here is a little bit about the leading platforms to help guide your strategy.


Number of users: 1.4 billion global monthly active users

Demographics: Most Instagram users are between 25 and 34 years old.

Time spent on app: 29 minutes per day

Why marketers love it:

  • Visual storytelling: Instagram is the perfect place to visually narrate your brand story. You can create a compelling brand presence that resonates with your audience with striking photos, eye-catching graphics, and engaging videos. 
  • A massive, diverse audience: Instagram’s user base is as diverse as a bustling city, allowing you to target your specific audience with laser precision. 
  • Influencer goldmine: Instagram is still king when it comes to influencer marketing. Find content creators who align with your mission and leverage their audience to drive traffic, conversions, and more. 


Number of users: 1 billion global monthly active users

Demographics: Most TikTok users are between 18 and 24 years old.

Time spent on app: 95 minutes per day

Why marketers love it:

  • Creativity unleashed: TikTok is a playground of innovation. From viral dance challenges to quirky skits and informative how-tos, there’s room for all types of content. All ideas are welcome—the crazier the better!
  • A young, energetic audience: If you’re targeting Gen Z and Millennials, TikTok is the place to be. They are just watching, they are actively participating. So, if you can capture their attention, you’re golden!
  • Authenticity rules: Users value realness over polished perfection. Marketers who can let their hair down, be relatable, and show the human side of their brand often strike a chord here. 


Number of users: 2.9 billion global monthly active users

Demographics: Most Facebook users are between 25 and 34 years old. However, the platform is quite popular with older audiences, as well.

Time spent on app: 35 minutes per day

Why marketers love it:

  • Vast audience reach: Facebook is a place where you can reach almost everyone. From tech-savvy Millennials to their not-so-tech-savvy parents (and even grandparents), the platform is a powerhouse for audience diversity and reach. 
  • Robust advertising tools: Facebook is still a hugely powerful tool for brands looking to run precise paid ads. 
  • Community building: Facebook isn’t just a platform; it’s a digital neighborhood where brands can build communities through groups, pages, engaging content, and so forth. 


Number of users: 2.2 billion global monthly active users

Demographics: YouTube has the most even demographic spread of all the major platforms. However, the majority of its users are between the ages of 25 and 34. 

Time spent on app: 46 minutes per day

Why marketers love it:

  • Video dominance: From Shorts to long-form content, YouTube dominates the video landscape. 
  • Global stage: YouTube helps you reach audiences from every corner of the world on a platform that has withstood the test of time. 
  • Diverse content formats: YouTube isn’t just a one-trick pony. The platform accommodates all types of content—tutorials, reviews, vlogs, animations, and more. 

Outline your social media content strategy. 

Your social media content strategy is essentially a roadmap for your efforts. It ensures you are purposeful, efficient, and effective in reaching your goals and engaging with your audience.

Let’s look at an example of a social media content strategy from a fictional coffee shop.

Objective: Increase brand awareness and drive foot traffic to the cafe.

Audience: Local residents, coffee enthusiasts, students, and professionals.

Content strategy:

  1. Weekly Brew Reviews (Monday): Start the week with engaging content. Share a video or image of the café’s featured coffee blend, describing its flavors and origin. Encourage followers to visit and try it.
  2. Trivia Tuesdays: Host a weekly coffee-related trivia challenge on Instagram Stories. Participants can win a free coffee of their choice. This encourages audience engagement.
  3. Wellness Wednesdays: Promote a healthy lifestyle by sharing a “Coffee and Wellness Tip” every Wednesday. Discuss productivity hacks or mindfulness practices people can practice while sipping your coffee.
  4. Throwback Thursdays: Share nostalgic photos of the café’s early days, staff, or memorable events. Use the #ThrowbackThursday hashtag to join the trend.
  5. Feature Fridays: Showcase a loyal customer, highlighting their favorite coffee and story. This builds a sense of community and loyalty.
  6. Weekend Specials (Saturdays and Sundays): Announce the café’s weekend specials, such as new pastry arrivals or unique coffee blends. Include mouth-watering images.
  7. Instagram Takeovers (Monthly): Collaborate with local influencers or artists for Instagram takeovers. They can visit the café, create content, and interact with followers.
  8. Customer Spotlight (Bi-Monthly): Feature customer-submitted photos of their BeanBliss Café experiences, tagging the café’s official account.
  9. Seasonal Campaigns: Create seasonal campaigns, such as “Summer Sips” or “Cozy Winter Mornings,” with thematic content, limited-time menu items, and giveaways.

Engagement strategy:

  • Respond promptly to comments and messages, fostering one-on-one interactions.
  • Use relevant local hashtags to increase discoverability.
  • Collaborate with local businesses for cross-promotions and giveaways.
  • Encourage user-generated content by running a monthly hashtag contest.
  • Monitor analytics to assess the performance of each content type and adjust accordingly.

Partner with influencers.

You knew it was only a matter of time before we got into the benefits of influencer marketing. If you’re not familiar here are our three biggest reasons for implementing the strategy:

Expanded reach and engagement

Influencers have dedicated and engaged follower bases that trust their recommendations. Partnering with them allows you to tap into their audience, increasing your brand’s reach and engagement. 

Authenticity and credibility

Influencers lend authenticity to your brand. Their endorsement carries weight with their followers, enhancing your brand’s credibility. It’s like a trusted friend recommending your product.

Content variety and creativity

Collaborating with influencers brings fresh perspectives and creative content ideas to your social media strategy. They can create diverse content formats that resonate with their audience and align with your brand.

Remember: Influencer marketing is an ongoing strategy, and it’s essential to build relationships with influencers rather than pursuing one-off partnerships. Consistent, authentic partnerships can lead to long-term benefits for your brand.
For more on how to get started with influencer marketing, be sure to check out our free Influencer Marketing 101 guide

Run paid ad campaigns.

Paid ads are like the turbo boosters of your social media strategy. Let’s quickly brush up on why they are so critical:

  • Targeted reach: Paid ads allow you to precisely target your desired audience based on demographics, interests, behavior, and more.
  • Boosted visibility: With organic reach declining on many platforms, paid ads ensure that your content gets the attention it deserves. 
  • Faster results: Organic growth takes time, but paid ads deliver quicker results. It’s like going from a slow jog to a sprint in your social media game.
  • Data-driven decisions: Paid ads provide valuable data and insights about your audience’s preferences and behaviors. 
  • Competitive edge: Many of your competitors are already using paid ads. To stay competitive, you need to be in the race too.

Always test your paid ads! 

A/B testing, also known as split testing, is a method of experimenting with two or more variations of your ad to determine which one performs better. It’s like conducting a controlled experiment to understand what resonates with your audience.

Here’s how it works:

  1. Identify variables. Start by identifying the elements you want to test. Common variables include headlines, ad copy, visuals, call-to-action (CTA) buttons, and ad formats.
  2. Create variations. Develop multiple versions of your ad, each with a single variable changed. For example, you might create two ads with different headlines while keeping other elements consistent.
  3. Randomize display. The ad platform will randomly show each variation to different users within your target audience.
  4. Measure performance. Track the performance metrics for each variation. Metrics may include click-through rates (CTR), conversion rates, cost per click (CPC), and return on investment (ROI).
  5. Analyze Results. Compare the performance data to identify the winning variation. The winning ad typically has higher engagement or conversion rates.
  6. Implement changes. Based on the results, implement the winning variation in your ad campaign. You can continue to iterate and test to improve further.

Prioritize app store optimization (ASO) and link sharing.

ASO and link sharing are the dynamic duo of a successful social media strategy, helping you maximize your app’s visibility and drive downloads. 

Why ASO and link sharing are critical

ASO boosts visibility. ASO improves your app’s visibility within app stores, making it easier for users to discover and download. It’s like giving your app a prime spot on the digital shelf.

Link sharing expands reach. Link sharing allows you to share your app’s download link across various platforms, helping you cast a wide net to reach potential users where they are.

Both help you grow organically. ASO and link sharing both contribute to organic growth. Users discover your app through searches or shared links, resulting in high-quality downloads without hefty advertising costs.

Both boost conversions. ASO ensures that your app’s page is optimized for conversions, while link sharing directs users to the right place for download. Together, they enhance the likelihood of users taking action.

Both improve user engagement. Engaged users often share the app with their networks, creating a snowball effect of growth. ASO and link sharing lay the foundation for this viral potential.

Tips for successful ASO

  1. Do keyword research. Identify relevant keywords for your app and incorporate them into your app’s title, description, and metadata.
  2. Craft a compelling title and description. Craft a captivating app title and description that clearly communicates your app’s value and benefits.
  3. Embed eye-catching graphics. Use high-quality app icons, screenshots, and videos that visually represent your app’s features and functionality.
  4. Generate positive reviews. Encourage users to leave positive reviews and ratings. Respond to feedback to build trust with your audience.
  5. Execute regular updates. Keep your app up-to-date with bug fixes and new features. This shows your commitment to enhancing the user experience.
  6. Use localized content. Consider localizing your app for different regions and languages to reach a broader audience.

Tips for successful link sharing

  1. Create shareable content. Craft engaging social media posts and content that prompt users to click and download. Use attention-grabbing visuals and persuasive copy.
  2. Use tracking links. Implement tracking links (UTM parameters) to monitor the performance of your shared links. Tools like Bitly can help.
  3. Leverage social media. Share your app’s download link across various social media platforms where your target audience is active.
  4. Leverage your influencers. Collaborate with influencers to share your app with their followers. Their endorsement can drive downloads.
  5. Include links in email marketing. Include your app’s download link in email marketing campaigns and newsletters to reach your existing audience.
  6. Check out app review sites. Submit your app to app review websites and blogs, including the download link.
  7. Foster community engagement. Engage with online communities and forums related to your app’s niche. Share your app when it’s relevant to the discussion.
  8. User referral programs. Encourage existing users to refer friends by offering incentives or rewards for successful referrals.

How to market an app launch: ideas to guide your strategy

App-influencer mashups

Collaborate with influencers to host a live launch event or challenge on social media. Let influencers introduce the app, demonstrate its use, and engage with their audience in real-time.

Remember, the key is authenticity and a mutually beneficial partnership. With the right influencers and a creative approach, you can make your app launch an event to remember! 

meditating influencer listening to a smartphone representing social media marketing for apps

User-generated content (UGC) contests

UGC contests should be about more than just promoting your app. They’re also a great way to celebrate your users and their achievements. By fostering a sense of community and shared goals, you’ll not only market your app effectively but also build a loyal and engaged user base.

Here’s an example of how a fitness brand might run a UGC content: 

Objective: Encourage users to share their fitness journey and achievements using the app. 

The steps:

  1. Set clear rules. Define the contest rules, duration, and prize. For instance, a 30-day challenge with a grand prize of a year’s free subscription to FitFam.
  2. Create a hashtag. Use a unique, branded hashtag for participants to include in their posts.
  3. Encourage before-and-after photos. Challenge users to share their fitness transformations, highlighting how the app helped them achieve their goals.
  4. Incorporate weekly themes. Keep the contest engaging by introducing weekly themes. For example, “Meal Prep Monday” or “Workout Wednesday.”
  5. Ask for user stories. Ask participants to share personal stories and tips alongside their photos, showcasing the app’s impact on their journey.
  6. Engage and share. Encourage participants to engage with each other’s posts, spreading the word about the contest. 
  7. Offer prizes. Consider giving away some free swag to people who are most engaged with the challenge. 
  8. Collect feedback. Gather feedback from participants on their experiences with the app during the contest. 
  9. Showcase content. After the contest, feature the most inspiring stories on the app’s website, social media, and promotional materials.
  10. Keep engaging. Keep the momentum going by encouraging participants to stay active on the app and continue sharing their fitness journey.

Limited-time offers

Limited-time offers tap into the psychology of urgency and exclusivity. They create a sense of FOMO (fear of missing out) and drive users to take immediate action. 

Why you should consider including limited-time offers in your strategy:

  • Urgency: People hate missing out on a great deal. A limited-time offer compels them to act quickly. 
  • Increased conversions: The fear of missing out drives higher conversion rates, leading to more app downloads and purchases. 
  • Social sharing: Users often share limited-time offers with their friends and followers. 

Mystery and countdown campaigns

Mystery and countdown campaigns are strategies where you build excitement and anticipation around an upcoming app launch by keeping specific details about the app a secret. Instead, you offer cryptic teasers, countdowns, and engagement activities to generate interest and curiosity among your audience.

These campaigns create a sense of mystery and urgency, compelling users to stay engaged until the big reveal. Once the countdown reaches zero or the mystery is unveiled, you share the full details of your app, including its name, purpose, and features. This strategy leverages the excitement of anticipation to generate buzz and interest in your app release.

Key takeaway: Social media marketing for apps is critical to your marketing strategy. And influencers are your grandmasters. 

If you want to launch an app successfully, social media needs to be your first stop. Leverage the strategies mentioned above to generate buzz for your app and partner with influencers to share the excitement with their audience.

Frequently Asked Questions

There are many different ways you can promote an app effectively. Here are our top-five ways to get it done:

  1. Optimize app store presence (ASO):
    • Create an appealing app icon and eye-catching screenshots.
    • Write a compelling app description with relevant keywords.
    • Encourage user reviews and ratings.
    • Use an enticing app title.
  2. Leverage social media:
    • Create profiles on popular social media platforms.
    • Share engaging content related to your app.
    • Run paid advertising campaigns targeting your audience.
    • Collaborate with influencers to promote your app.
  3. Utilize app store advertising:
    • Invest in paid app store advertising like Apple Search Ads or Google Ads.
    • Target keywords relevant to your app.
    • Set a budget and monitor campaign performance.
  4. Implement content marketing:
    • Create a blog or content hub related to your app’s niche.
    • Publish informative and relevant articles.
    • Share these articles on social media and engage with your audience.
  5. Engage in email marketing:
    • Build an email list of potential users.
    • Send personalized app launch announcements and updates.
    • Offer exclusive promotions or discounts to email subscribers.
    • Encourage users to share your app with their contacts.

Yes, you can promote an app on Instagram through various methods and advertising options. In fact, Instagram is one of the most popular platforms for app promotion due to its visual nature and large user base.

Remember to create compelling visuals, use engaging captions, and incorporate a clear call-to-action in your Instagram posts and ads to encourage users to take the desired action, such as downloading your app or visiting your website. Additionally, regularly analyze your campaign performance to optimize your app promotion efforts on Instagram.

There are five key steps to promoting an app on Facebook.

  1. Create a Facebook page. Set up a dedicated Facebook Page for your app, complete with an engaging profile picture, cover photo, and essential information.
  2. Run Facebook ads. Create and launch Facebook ad campaigns tailored to your app’s goals, whether it’s app installations, engagement, or conversions.
  3. Target your audience. Utilize Facebook’s extensive targeting options to reach your ideal audience based on demographics, interests, and behaviors.
  4. Track and optimize. Monitor the performance of your Facebook ad campaigns using analytics, and optimize them based on data insights to improve results.
  5. Engage and respond. Actively engage with your audience by responding to comments, messages, and user reviews to build a strong online presence and trust.

Was this article helpful? Give it a share!

Want to be the first to know what’s new in the creator economy?

Our team keeps a finger on the pulse, so you’re always working with the latest information.

Get the GRIN newsletter for all the trends and insights you need to grow your business.

Written by Quinn Schwartz

Quinn studied journalism at the University of Kentucky and now lives in Portland, Oregon. He’s particularly interested in storytelling in digital marketing and cost-effective creator strategies for smaller brands. When he’s not writing, you can find him at a concert, dog park, or debating whether or not to go on a run.

white GRIN logo

All-in-one creator management platform helping ecommerce companies build more valuable brands through the power of creator partnerships.

© Grin Technologies Inc. 2024. All rights reserved.

GRIN's Discovery Suite


Supercharge Your
Influencer Discovery Efforts

GRIN favicon

Discovery Suite

Supercharge Your Influencer Discovery Efforts

Discovery Suite



Discovery Suite

Compare the Time of a Manual Process vs. GRIN

Compare the Time of a Manual Process vs. GRIN

GRIN favicon

GRIN + Uber Case Study

How did one person build Uber's robust TikTok community from scratch?

Find out here
GRIN logo


Uber logo

Introducing GRIN
Professional Services

Our team of experts is ready to drive the results you need.

Learn more