Influencer Мarketing for Мobile Apps – How to Be the First One

Promoting a brand via influencer marketing is all about interacting with bloggers, industry experts and celebrities. Anyone can become an influencer if they have exclusive information that interests a subscriber. At the same time, bloggers' pages are not just about information. Moods and emotions also play an important role.

Influencer marketing, which primarily relies on word-of-mouth, yet on a global scale, is mostly done on TikTok, YouTube, Instagram, Twitter and Twitch. These media allow companies and brands to reach and interact with the wide target audience.

People have stopped trusting and taking advertisements seriously because it's simply overwhelming. For example, many people just ignore TV commercial breaks and prefer to do their own things instead. It seems increasingly obvious that people are trying to find true information based on real evidence and not on someone's words.

It is these same opinion leaders who already have loyal audiences with whom they have built friendships. Subscribers are willing to follow their advice and trust an ad from a blogger, celebrity or an expert.

Advertising a mobile app to these subscribers is an opportunity to present a product in an organic way that won't cause rejection. On social media, information about the same brand can be presented from different angles depending on what blogger's followers will find appealing. It's best to consult with the influencers themselves about these perspectives to make the content native.

The result is not only visible engagement of the public with the product, but also an important storytelling element.

A campaign can be considered successful when as many users as possible have interacted with the promoted brand.

To fulfill this task, it is necessary to:

• understand the face of the future consumer;
  
• find out what the purpose of the mobile app advertising is;
  
• analyze on which platform or in which social network the integration will be better;
  
• come up with a story behind the advertised product
  

Influencers who are suitable for a campaign should present the app so that target audiences see its true value and need.

It is not an easy task to find the right blogger who can do effective social media advertising. This requires analyzing the subscribers and their involvement with the content, the actual number of active followers, and the quality of publications and positioning.

If TikTok is chosen to promote a brand, a suitable blogger should have a well-developed profile and be able to present the app in an easy and fun way. On YouTube, a review would be appropriate. During a Twitch streaming session, a banner with a download discount could be shown with a live product demonstration.

It is therefore necessary for bloggers to have a solid knowledge of the industry, to be good speakers, or better yet, to be both at the same time.

A marketing strategy for the promotion of a brand can be successful if there is a study of the viewers and, after that, identification of the social network that followers are the most active on.

Twitch users are considered to be the most active, among others. On TikTok, the audience consists mainly of young underage people. Instagram will be effective for those who have a story to tell based on their personal experience. YouTube has some of the least loyal users, but thanks to the format of the platform, it is much easier to show all the features of the app.

A micro-influencer's audience reach is smaller but their engagement is higher than a macro- or mega-influencer's. You need to analyze the effectiveness of a campaign based on this input.

The engagement of the public in opinion leaders' posts will provide insight into the results of the campaign. Influencers can provide the statistics, and managers can measure the effectiveness of the campaign using the formula – cost per install, cost per click and cost per view.

The KPI should also take into account the number of installations of the app, user retention rate, and the churn rate after integration with the influencer.