Launching an app is no easy task.
To plan a launch that gives you a good chance of being ranked in the app store has eluded many.
But an influencer marketing strategy has proved effective and is gaining popularity.
In essence it comes down to two basic elements – initial quality installs and building momentum to ensure the number of people downloading your app increases exponentially.
The first stage of your launch plan needs to be a campaign to get people discovering and downloading your app.
Sponsoring influencers to recommend your app and show their audience how it works should deliver those first installs and get people talking about you.
Depending on your budget, think about sponsoring a few different influencers as this gives you wider reach into your target market.
Look especially at their engagement rates, as this is a good indicator of what kind of click through rate you can expect.
Generally, the higher the engagement rate the bigger your conversion rate.
Read our article on choosing the right content creator for your campaign to find out more.
You can also get our free influencer selection checklist.
The advantage of using influencer marketing over other channels to generate an initial buzz about your app and get your first installs is education.
If the influencer is producing his or her content on YouTube, for example, maybe they are talking about your app for five minutes – giving demonstrations, showing what it does and why it’s good in detail.
This means that the audience knows exactly what they’re getting, and if they go on to install it they are probably going to keep it and use it.
So the influencers are bringing you not only installs, but quality installs.
This approach also means your app is likely to get good reviews because users understand it.
Find out more on how to brief your influencer to get the best results and get our free influencer briefing checklist.
Ranking in the app store should be the aim of these first parts of your launch.
Once you’re ranked you solve your problem of how people discover your app and you can focus on growth.
In order to do this you need installs and good reviews, which you should get from this initial influencer marketing campaign.
But you will also need to show your app has traction – and to do this you need momentum.
This is where many app launches goes wrong.
To successfully gather momentum and ensure more and more people install your app it is crucial to plan ahead.
One marketing campaign is not enough, you need to plan several over the weeks and months when your app comes out and scale up each time.
For example, if you sponsor three influencers in your first campaign you might want to sponsor five in the second campaign, seven in the third and so on.
This being the case you will have commissioned 15 creators, which means you might have to reach out to 100 or more in order to negotiate with 30 to choose the best ones to work with.
This needs to be done in advance so you can align the content to come out say a week apart (as the process of hiring the creators will take longer than this).
It is also essential to give your creators deadlines to ensure your plan is met and the content is being published at the appropriate increments to hold interest and create a buzz.
You will need to be able to obtain all the metrics to measure the success of your campaign.
At the very least you need to keep a handle on your budget (total, per campaign, per creator), number of videos, number of views, number of engagements, number of clicks and number of installs.
As these numbers need to increase week on week and month on month it is also important to track the metrics for these time scales.
You should be spending more on your marketing month after month.
This might sound like a lot of work and it could be worthwhile considering using an influencer platform or agency that does it all automatically.
Get your app store ranking checklist for a complete plan of how to build traction for your new app with influencer marketing.
Use influencer marketing to launch your app and get quality installs, a better chance of good reviews and enough momentum to rank in the app store.