Beyond traditional paid ads: How to drive organic app installs and scale your app

Did you know that global advertising expenditure is projected to reach an impressive US$1,08 billion by the end of 2024? Traditional paid ads are one of the primary methods of user acquisition within mobile app development, yet depending solely on them can be costly and ineffective. By prioritizing an organic growth strategy or strategies that promote organic app installs instead, you can build more loyal user bases while experiencing sustainable growth without over-relying solely on paid advertisements. 

Here’s an effective framework to increase organic installs while scaling your app without entirely depending on paid advertisements.

1. Leveraging mobile OEM advertising for seamless discovery

The conversion rate (CR) for installing OEM sources can range from 10% to 40%; in some cases, it can reach up to 85%. Original Equipment Manufacturer (OEM) advertising can effectively drive organic installs by working closely with device manufacturers like Samsung, Xiaomi, or Oppo. By working together directly, Dynamic Preloads—where apps are presented and installed upon user consent during device setup—may make your app easily discoverable by end users without necessary active searching. This strategy is on the list because it is not regular paid advertising.

Mobile OEM advertising can accelerate organic growth as more users discover your app during device setup. Exposure in this context often drives installs among potential new customers who would have otherwise never found your app through traditional search methods, providing a steady source of organic traffic to your app.

Dynamic Preloads allow users to install selected apps during the device setup process. Users can choose which apps to download, but the app choices are limited to those who have subscribed to the Dynamic Preload program.

Pro-tip: OEM advertising allows your app to target regions or markets with a solid competitive edge or demand, potentially providing the most significant ROI for OEM marketing spend.

2. Tap into influencer marketing for broader reach

More than 70% of marketers consider influencer marketing effective for increasing brand awareness. Engaging influencers within your industry can organically bring your app to a wider audience. Influencers tend to enjoy highly engaged followers who trust them as sources for advice or installs from those resonating with what the influencer shares about using your product. This is one organic growth strategy that should be on your marketing mix. 

When selecting influencers for your brand and target audience, ensure their values align closely. Micro-influencers with smaller yet engaged followers could prove just as effective at driving installs. 

Pro-tip: Launch a limited-time campaign led by influencers, offering special promo codes or trial periods to new users who install your app through them.

3. Produce engaging content to establish trust

90% percent of organizations incorporate content into their marketing strategies. Additionally, content marketing is 62% more cost-effective than traditional marketing methods, and leads generated through content are six times more likely to convert into customers.

Content marketing can be an inexpensive yet highly efficient strategy for increasing brand recognition and organic installs for any app. Blog posts, videos, tutorials, or social media posts that educate or entertain prospective users can build an engaged following for your app, establishing it as an authoritative resource within its target market. It is undoubtedly the best organic growth strategy out there. 

Pro tip: Incorporate call-to-action links or QR codes leading directly to your app into each piece of content to make downloading simpler for users who engage with it.

4. Focus on retention to drive long-term growth

A 5% increase in customer retention is less expensive than acquiring new customers. It is easy to overlook retention when you are more focused and in favor of acquisition; however, it plays an essential part in long-term growth. A high retention rate improves app visibility and credibility within app stores, resulting in organic installs. When users engage frequently with your app, it signals to app stores that it’s valuable, leading to higher rankings within those stores.

Focus on crafting an enjoyable user experience that meets users’ needs and preferences. 

Provide personalized content, offer timely notifications, and consistently update your app with new features that draw people in. Engaged users are likely to recommend your app, further increasing organic growth.

An effective organic growth strategy focuses on retention by enhancing user experience, personalizing content, and encouraging engagement to drive sustained app installs and user recommendations.

Pro Tip: Leverage push notifications or email campaigns to reengage inactive users by offering incentives or reminders to bring them back into your app.

5. Engage with online communities and forums

76% of internet users engage in online communities. One study found that people are involved in online communities, such as blogs, forums, and vlogs, across various devices.

Engaging with communities where your target audience regularly meets online, such as Reddit, Quora, or other niche-specific forums, is an effective way of organically introducing your app to users. Actively contribute by sharing helpful information or answering user inquiries as appropriate while suggesting your product only when necessary without overtly promoting! Assign yourself the task of becoming an invaluable resource rather than pushing your marketing copy.

Participating in language-learning groups, for example, may help your app reach users looking for similar tools like yours and generate organic installs over time. By being actively present within these communities and making yourself known to their members, your presence could gradually build interest before leading to eventual installs.

Pro tip: Look out for high-traffic threads and conversations related to your app category, then provide meaningful contributions that connect back to it as solutions.

Conclusion

While traditional paid ads may deliver immediate results, organic growth strategies provide long-term stability for any app. By investing in ASO services, OEM partnerships, referral programs, content marketing, retention programs, and retention methods, your app can stand out in an overcrowded market without depending solely on paid acquisition channels. Investing in these tactics will cultivate loyal user bases while setting yourself up for future expansion.

Are you ready to expand beyond paid ads with your app? AVOW offers impactful OEM advertising strategies and effective solutions that drive organic growth.

Get the Organic Uplift With Dynamic Preloads Guide now!