What is an Organic User?

An organic user is a user that has found your mobile app and installed it without any kind of paid marketing. Organic users are often high-value users because they found your mobile app themselves, showing an intent that is not true for paid users. The nature of organic users makes them harder to acquire, but practices that increase brand exposure and increase visibility will help drive organic installs.

Organic User Acquisition refers to the process of gaining app users without relying on paid advertising or direct promotions. Instead, users discover the app through natural means such as app store searches, recommendations, or content engagement. This method is highly regarded in mobile marketing for its cost-effectiveness and potential to build a genuinely interested, engaged user base.

 

Why Organic User Acquisition Matters

Organic users typically offer more value to an app longer because they find the app out of their interest or need. Since these users actively choose to install, they’re often more engaged, retain longer and are more likely to become loyal customers. In fact, this acquisition strategy tends to result in higher lifetime value (LTV) and lower churn rates, supporting a strong foundation for sustainable app growth. Additionally, organic downloads contribute to app store rankings, indirectly boosting visibility and encouraging even more downloads over time.

 

Key Drivers of Organic User Acquisition

Several organic acquisition channels drive app discoverability and download rates:

1. App Store Optimization (ASO): Improving an app’s store listing through keyword optimization, engaging descriptions, and eye-catching visuals helps improve its visibility in app store searches. This leads to higher rankings, making it easier for potential users to discover the app organically.
2. Content Marketing and SEO: When an app is linked to high-quality, relevant content—such as blog posts, guides, or videos—it builds online visibility. SEO-optimized content allows users to discover the app when searching for solutions that it offers, creating a path for potential users to find and explore the app naturally.
3. Social Proof and Reviews: Positive app reviews, user testimonials, and ratings all reinforce the app’s credibility, encouraging organic downloads. Social proof, including social media engagement and peer recommendations, creates trust among potential users, which is especially important in crowded marketplaces.
4. Influencer and Community Marketing: Collaborations with influencers and building a community around the app attract attention from relevant audiences who are more likely to download and retain organically as they discover the app within trusted networks.

 

Building a Strong Organic Acquisition Strategy

To enhance organic acquisition, maintain consistent app updates, and optimize user experience to keep users satisfied and likely to refer others. Engaging existing users with valuable content, feedback loops, and community events can also lead to organic growth as these users become brand advocates. By investing in these strategies, mobile marketers can build a strong, loyal customer base while minimizing acquisition costs and achieving a sustainable growth trajectory.