You don’t need millions in your UA budget to successfully grow your app business. Here are a few ways to do it.
User acquisition (UA) is evolving as the digital landscape shifts. A changing social media landscape, advancements in programmatic advertising, and constant algorithm updates in search and social mean that staying ahead requires a mix of proven and emerging tactics. Not all app businesses have a huge UA budget, but even with limited resources, you can drive high-quality users and long-term engagement. These 10 strategies for UA on a budget include both cost-effective and free approaches to help maximize growth.
1. Optimize your app store presence
App store optimization (ASO) is one of the most important and effective ways to acquire new app users. Optimize your app title, description, keywords, and visuals to improve discoverability and conversion rates. Use custom app store pages to make the most of your presence, and consider sponsored listings as well.
Low-cost alternative: Regularly update your app’s metadata and use free ASO tools to improve and analyze performance.
2. Experiment with AI tools
AI-driven automation is reshaping UA. In recent years, artificial intelligence has increasingly handled both targeting and bid management quickly and effectively. As a result, we’re seeing that it reduces acquisition costs while improving campaign efficiency. AI tools can be used for ad creation and optimization too.
Low-cost alternative: Generative AI tools can support nearly every aspect of your social campaigns, from the content calendar to composing the posts, as well as helping with keyword research and analytics.
3. Create useful content
Content is king, even in the world of app marketing. Content marketing can be a powerful UA tool for building awareness, interest, demand, and importantly, trust. Offer content that is useful or entertaining to your target audience but stays relevant to your app. For example, to promote a puzzle game, you might create content that highlights how Americans over 50 are playing more games to stay mentally sharp. (Or you can get really original, like the team at Duolingo.) Test formats and channels regularly, as the short-form video that worked last week, may be outperformed by an old-school meme this week.
Low-cost alternative: Content doesn’t have to be costly. Smartphone cameras combined with free and low-cost editing tools (like Canva, WordPress, and CapCut), and healthy doses of both creativity and audience research, can go a long way in creating valuable content.
4. Partner with influencers
Influencer marketing is a cost-effective way to reach engaged audiences. Collaborate with influencers whose followers align with your target demographic to boost installs and engagement. Tools like BuzzSumo make it easy to find the right partner for your brand –– but always do your research!
Low-cost alternative: Work with micro-influencers who often accept free access to premium app features in exchange for promotion. And don’t overlook the influencers on your own team! Your most engaged employees probably have a lot of great content to share and plenty of followers already. Find mutually beneficial ways of working with them.
5. Implement referral programs
Encourage word-of-mouth marketing with referral incentives. Reward existing users for bringing in new ones through in-app currency, discounts, or exclusive content. (Many subscription-based apps, including WW and Blinkist, make this a standard feature in their app.) Bonus: Referral programs often lead to higher-quality acquisitions.
Low-cost alternative: A smaller UA budget doesn’t necessarily put you at a disadvantage when it comes to referral. Set up a basic program using email or social sharing if you’re not able to build one into your app or invest in a referral platform.
6. Maximize social media advertising
Social media platforms offer powerful targeting for sponsored posts. Use social media ads to attract new users and retarget those who have engaged but haven’t converted yet.
Low-cost alternative: One advantage of social media advertising is that it’s performance-based, and you can set up your own campaigns at a budget that works for your business. Alternatively, focus on organic social media growth by sharing your unique, relevant content.
7. Earn press coverage
Journalists, bloggers, and influencers are frequently looking for stories, and you may be able to help them. Earn their coverage with a well-constructed pitch about your launch/upgrade/new feature that gives them what they need. Just be sure to do this early on in your process, before it’s “old news.” You may also benefit from tools like Source of Sources, a newsletter full of journalists looking for sources for their current articles.
Low-cost alternative: None needed. PR is time-consuming, but it doesn’t have to cost anything.
8. Make data-driven decisions
User acquisition isn’t just about getting installs; it’s about acquiring the right users. Analyze engagement, retention, and monetization data to refine your UA strategy and allocate your budget efficiently. A solid user acquisition platform will have AI-powered targeting tools to help automate this process.
Low-cost alternative: Use free analytics tools like Google Analytics or Firebase to track user behavior.
9. Cross-promote with other apps
Cross-promotion can be a budget-friendly UA strategy. Partner with complementary apps to reach new users who are already engaged with similar content.
Low-cost alternative: Use in-app banners or push notifications to promote your other apps if you have multiple in your portfolio.
10. Focus on retention
Retaining users is just as important as acquiring them. Your revenue, after all, comes from users opening and engaging with your app regularly. An excellent user experience, starting with the first time they open the app, is critical for success. Make sure you’re following best practices to minimize app churn.
Low-cost alternative: There are no shortcuts when it comes to great app experiences! While some apps may invest in retargeting campaigns to stay top of mind with users, push messages and email can also support retention –– without additional ad spend.
Effective user acquisition on a budget requires creativity, optimization, plus a mix of organic and paid strategies. By focusing on high-impact, low-cost tactics, developers and UA marketers can grow their user base, even on a shoestring budget.
For apps business that are ready to achieve more meaningful growth, AppLovin can help you acquire high-quality users at massive scale.
