Mobile app marketing has evolved into a fiercely competitive area. Most developers and app marketing companies find it difficult to get their apps discovered among thousands of competitive apps in every niche.

A recent study by AppsFlyer revealed that social media platforms like Facebook and Twitter are more effective than other mobile app marketing methods. The report also found there are three crucial metrics of app marketing that can be improved using social media: user quality, conversion rates, and volume of downloads.

To some extent, social media is a level playing field for marketers with equal opportunity for everyone. Social media not only offers a cost effective method to create buzz around apps but also helps users discover apps more frequently. However, not all social media app marketing practices are the same.

Let’s look at some of the common app marketing practices in terms of the good, the bad, and the ugly.

The Good Practices You Need to Embrace

App videos: There is nothing like interesting videos of your app. Your video should give users an initial idea of how your app functions, and showcase the UI, navigation and design elements they can expect. It goes without saying that the video should be high quality and cover a basic overview of the app functions.

Offering incentives: Giving incentive to users for promoting the app is a good idea. When users feel that reward is waiting by just talking of the app, they feel more inclined to spread the news of your app. Rewards will only influence users if the app meets the expected quality standards.

Blog and publication outreach and sharing with influencers: Through social media you can reach various influential blog and publication writers and get yourself shared with their readers. Carefully select bloggers who have influence with your audience, give them a clear description of the app, a chance to try it out themselves, and describe how it can help their readers. Be sure to include app download links, screenshots, and links to your social media properties.

B2B social marketers need to add a personal tone: Making something personal doesn’t mean it can’t also be professional. Copy and comments written with a human voice will garner more attention than machine filled messages or replies that lack a human voice.

Specific tips for each social media platform

You cannot stick with the same social media strategy for all platforms. Each social media platform requires different focus, priority and strategies for your app marketing campaign.


  • Make use of ‘call to action’: Just by placing call to action buttons in appropriate areas of your message you can dramatically increase feedback and exposure for your app.
  • Understand your target audience: Make use of targeting options for paid ads so you can reach the right audience. Some of the options for targeting audience include age, location, gender, work, education etc.
  • Create relevant content: How your content garners more likes, comments and shares is a crucial determinant factor for your gradual success in the platform. So, publishing relevant content that resonates with users is important.


  • Focus on amplification: Make your Tweets richer by sharing media content and ask for retweets with a strong call to action.
  • Create a hashtag to help users keep an eye out for important information about your app like new version updates and exciting new features.
  • Don’t stuff hashtags. 1-3 hashtags in a message is enough to improve the discovery of your app. More than that may annoy potential users.


  • Don’t just share screenshots of your app – consider sharing relevant images that show your app being used in a real world context to connect with users.
  • Hashtags are important on Instagram, but remember, keep them relevant to your users and your app context.
  • High quality short videos work well on Instagram and give you an opportunity to show off your best features.
The Bad Practices You Need to Avoid

Bragging excessively about your app. Make your messages informative for your users, not just lofty praise and positive remarks. You weren’t hired to serve as a talking parrot for the app, so be proud of your accolades while also keeping focused on what your users will find valuable.

Discarding negative feedback and comments: No app can expect to get only positive reviews. Take negative reviews in stride and where it makes sense, try to address them. Even if some negative remarks are unjustified, keep them on the page along with positive ones. Remember, negative reviews always make the review look real. Lastly, respond to reviews in a professional and polite tone.

The Ugliest Practices that can bring only Negative Impact

Extensive use of automation: Automated messaging for app marketing can be hugely detrimental. An automated reply to a new follower or a user’s feedback can feel impersonal and insincere. Once such a negative image has been formed, you can lose touch with users completely.

Insulting customers in response: As a marketer you will occasionally face some tremendously dissatisfied customers willing to cut you in pieces… and some of them might express their rage in insulting remarks or negative ratings. Firstly, try to connect with customers directly and deal with their complaint offline. Secondly, refrain from using harsh words in response. Often a harsh or unprofessional response from you will be taken as a red flag by other customers.