According to a study by Gartner, the commercial success rate of mobile apps in 2018 was a mere 0.01 percent, meaning only one in every 10,000 apps achieved success. In the highly competitive app ecosystem, achieving high organic uplift—the rate at which organic installs increase due to paid marketing efforts—can amplify the impact of your campaigns and reduce overall acquisition costs. Organic app growth is critical for long-term app success, as it attracts users who discover your app naturally, leading to sustainable growth.
Here are five effective strategies for maximizing organic app growth and enhancing your marketing efforts’ overall return on investment (ROI).
1. Leverage mobile OEM advertising and Dynamic Preloads
Based on shipment figures, the most popular smartphone brands are the Apple iPhone, Samsung, Xiaomi, Oppo, and Vivo. Samsung has a significant 19.2% market share.
Mobile Original Equipment Manufacturer (OEM) advertising is a powerful strategy for increasing visibility. By directly partnering with device manufacturers, you can give your app a prime spot on users’ devices.
Through Dynamic Preloads, your app can be installed on new devices in specific markets or demographics. Unlike traditional preloads, which are static, Dynamic Preloads allow OEMs to install your app when users first activate their devices, often based on their geography and device type, enhancing relevancy and appeal.
This approach also provides native ad placements, such as recommendations in pre-installed app folders or system notifications. By appearing on users’ devices in trusted placements, your app has a higher chance of being noticed and used, leading to natural discovery and boosting organic installs.
OEM advertising and Dynamic Preloads create a seamless path for users to engage with your app. This results in higher engagement rates and significantly enhances organic app growth by encouraging organic discovery and increasing visibility within the mobile device ecosystem.
2. Encourage word-of-mouth and referrals
Did you know that a staggering 92% of consumers trust recommendations from friends and family more than any other type of advertising?
A key source of organic app growth often comes from word-of-mouth recommendations, where users share your app with friends and family. While it’s challenging to quantify or directly measure, boosting referrals can lead to a significant organic uplift. An in-app referral program incentivizes users to invite others by offering rewards like discounts, credits, or exclusive content.
Beyond referral programs, engaging and memorable content and a solid social media presence can help spark word-of-mouth. User-generated content, like testimonials or reviews, can encourage current users to share their experiences with others. Building a community around your app’s values and benefits makes loyal users more likely to recommend it.
A significant 88% of both Gen Z and Millennial consumers turn to social media as a critical resource for researching products they are considering purchasing.
Social proof—such as favorable reviews, testimonials, and case studies—validates your app’s value and encourages potential users to try it. When users see high ratings, compelling testimonials, or engaging content created by others, they feel a sense of trust and credibility.
Platforms like Instagram, TikTok, and YouTube are especially effective for sharing user-generated content (UGC). They provide a visual experience and an opportunity for users to engage with real-life stories about your app.
UGC campaigns are compelling for apps with visually appealing or interactive features, such as travel, photography, or shopping apps. Creating challenges, contests, or brand hashtags prompts users to share their app experiences. It increases your brand’s exposure and attracts users who may install your app based on genuine experiences shared by others.
4. Optimize app store presence with ASO
Up to 82% of users find apps by either exploring app stores or following app recommendations offered by the app stores. App Store Optimization (ASO) is foundational in increasing organic visibility, making it a critical driver of organic uplift.
By refining elements like app titles, keywords, descriptions, and visuals (icons, screenshots, videos), your app becomes more appealing and discoverable to potential users in both search and browse categories.
In particular, consider using relevant, high-traffic keywords that align with what users are searching for in your category. Regularly update your app’s metadata and visuals to reflect seasonal trends, new features, or user preferences. Optimizing for keywords also helps your app rank higher, making it easier for users to find and install it without paid promotions.Â
Remember that organic app growth also benefits from high user ratings and positive reviews, improving your app’s ranking and credibility.
5. Focus on retention and in-app engagement
Boosting customer loyalty by just 5% can lead to a remarkable profit increase of as much as 85%.
Organic uplift doesn’t end at installs. Retention and engagement play a significant role in driving continued visibility and encouraging user referrals. Users who find value in your app are more likely to continue using it, which helps maintain app ranking and attract new organic users.
Focus on providing a seamless user experience and offering valuable features that motivate users to return to your app regularly.
Consider implementing personalized notifications, exclusive content, or special offers that engage users. Regular updates that enhance the app’s functionality or introduce new features also contribute to higher retention rates. The more satisfied and engaged your users are, the more likely they are to recommend your app to others, ultimately driving uplift organically.
Conclusion: Driving sustainable growth with organic uplift
Boosting organic uplift requires a blend of strategies, from ASO and referral programs to social proof and Mobile OEM advertising. By understanding the factors that drive organic installs, you can make data-informed decisions that enhance your app’s visibility, reduce acquisition costs, and increase long-term ROI.
Maximize your app’s reach and visibility by partnering with the mobile OEM user acquisition specialists AVOW for impactful Mobile advertising solutions—including Dynamic Preloads—to boost organic uplift and gain a competitive edge in the mobile market.
Download the organic uplift with Dynamic Preloads guide now!