App Influencer Marketing


What is App Influencer Marketing
Influencer marketing is the practice of using influencers (either of social media popularity or thought leaders) from an app’s industry or category in order to promote and bring traffic to an app/game. Influencers would likely have a sizable following that relates to the audience demographic an app developer/marketer is looking to tap into. Ultimately, an influencer’s recommendations can bring significant traffic.
Influencer marketing is often synonymous with young Generation Z types and it can be, but it can also be a well-respected leader in their field of work who has a large social media following also.
Why App Influencer Marketing is Important
Influencer marketing is a new channel to increase growth and find new audiences which is an important lever for user acquisition (UA) teams to pull. This type of marketing breaks existing circles of audiences that surround the topic of a game / app.
A Youtube or Instagram influencer that has millions of followers can partner up with an app / game to market it by highlighting and promoting specific content. Exposing their entire audience to a product can result in an increase in organic traffic (branded and keyword search) and installs.
App Influencer Marketing and ASO
A vital element of ASO is discoverability and improving the chances of a user finding an app / game through organic search. If an influencer campaign launches and a large amount of traffic comes to the store as a result, users will be either reaching the page directly through a deep link, searching for the brand name in the store and though it’s possible to find it on the ‘top charts’ perhaps, it’s mostly found through a branded search. Only with effective ASO can an app / game appear at the top of the search results, so in order for search to turn into actually locating an app’s product page easily, ASO techniques must be implemented
Influencer marketing is also important to ASO as, with any increase in traffic, an app or game will need to accommodate the influx with optimized App Store or Google Play creatives / messaging in order to result in good conversion rates.
It’s important for the creatives used in the App Store or Google Play to match what the influencer has been promoting in the campaign. For example if a user is promised a sign up bonus by the influencer, the ASO team should match that message on the visuals. So a listing should surface the influencer’s message at first impression to make the connection between what was advertised to what is being seen in the listing, in order to convert that user to install the game / app.
Influencer marketing is a unique word-of-mouth source and it can be used as part of a wider marketing strategy which may also include paid ad campaigns, getting ‘featured’ in placements and ranking highly for keywords through ASO.
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- User Segmentation
- User Acquisition for Mobile Apps
- Paid App User Acquisition
- Organic User Acquisition
- Explorative Users
- Decisive Users
- App Store Update
- Supply Side Platform
- Software Development Kit (SDK)
- Soft Launch
- SKAdNetwork
- Sessions Per Active Device
- Sales Per Paying User
- Google Play Search
- Apple Search Ads
- App Store Subtitle
- App Store Seasonality
- App Store Search
- App Store Screenshots
- App Store Screenshot View Rate
- App Store Sales
- App Store Analytics: Standard Downloads
- App Store Analytics: Source Type
- App Store Analytics: App Store Sessions
- App Size
- Rewarded Video Ads
- Return on Ad spend (ROAS)
- Replicated App Store Page
- Real-Time Bidding (RTB)
- Re-engagement
- Google Play Third-party Referral
- Google Play Ranking
- App Store Web Referral
- App Store Reviews
- App Store Review Engagement Rate
- App Store Redownloads
- App Store Ratings
- App Store Ranking
- App Store App Referral
- App Store Analytics: Region
- App Retention Rate
- Product Page Conversion Rate
- Proceeds Per Paying Users
- Preloaded Apps
- Pre/Post App Store Tests
- Post-Install Event
- Playable Mobile Ads
- Performance Marketing
- Pay Per Install
- Google Play Product Page
- Google Play Personalization
- Apple’s Product Page Optimization (PPO)
- App Store Product Page Views (Unique Devices)
- App Store Product Page Views
- App Store Product Page
- App Store Proceeds
- App Store Preview Videos
- App Store Pre-Orders
- App Store Pre-Launch
- App Store Personalization
- App Store Paying Users
- App Store Page Scroll Rate
- App Store Analytics: Purchasable Item
- App Store Analytics: Product Page
- App Store Analytics: Pre Orders
- App Store Analytics: Platform Version
- App Store Analytics: Page Type
- Monthly Active Users (MAU)
- Mobile Growth
- Mobile Game Monetization
- Mobile Game Marketing
- Mobile Game Business Model
- Mobile Delivery Platform
- Mobile Bid Adjustment
- Mobile Attribution Window
- Mobile Attribution Manipulation
- Mobile App Retention
- Mobile App Onboarding
- Mobile App Monetization
- Mobile App Advertising
- Mobile Ad Viewability
- Mobile Ad Fraud
- Mobile App Growth
- Average Revenue Per Paying User (ARPPU)
- Average Revenue Per Daily Engaged User (ARPDEU)
- Average Revenue Per Daily Active User (ARPDAU)
- Attribution
- ARPU – Average Revenue Per User
- Apple Arcade
- Apple App Store Connect
- App Store Optimization (ASO)
- App Store Audience Testing
- App Store Analytics: App Version
- App Store Analytics: App Store Active Devices
- App Store Analytics: App Referrer
- App Store Analytics: Active In Last 30 Days
- App Store Acquisition Channels
- App Store A/B testing
- Ad Unit
- Ad Server
- Ad Revenue
- Ad Network
- Ad Mediation
- Ad Impression
- Ad Exchange
- A/B Testing Statistics
- Keyword Localization
- K-Factor
- Google Play Keywords
- App Store Keywords Research
- App Store Keywords
- App Store and Google Play Keywords Optimization
- Interstitial Ads
- Interactive Ads
- Installs Per Mille (IPM)
- In-App Events
- In-App Bidding
- In-App Advertising
- Identifier for Advertisers (IDFA)
- App Store In-App Purchases
- App Store Impressions (Unique Devices)
- App Store Impressions
- App Store Icon
- App Store Analytics: Installations
- App Install Rates
- Growth Loop
- Google Play Points
- Google Play Pass
- Google Play Experiments
- Google Play Developer Console
- Google Advertising ID (GAID)
- Gametech (Game Technology)
- Game Bundles
- Google Play Short Description
- Google Play Long Description
- Deep Linking
- Daily Active Users (DAU)
- App Store Description Read Rate
- App Store App Description
- App Store Analytics: Device
- App Store Analytics: App Store Deletions
- App Store Analytics: App Download Date
- Google Play Creatives
- CTR (Click Through Rate)
- Cross Promotion
- Cost Per View (CPV)
- Cost Per Mille (CPM)
- Cost per Install
- Cost Per Engagement (CPE)
- Cost Per Completed View (CPCV)
- Cost Per Click (CPC)
- Cost Per Action (CPA)
- Churn Rate
- Casual Games
- Apple’s Custom Product Pages
- App Store Culturalization
- App Store Creatives
- App Store Conversion Rate
- App Store Categories
- App Store Analytics: Campaign
- App Store Analytics: App Store Crashes
- App Conversion Rate
- App Clip Sessions
- App Clip Installations
- App Clip Crashes
- App Clip Card Views (Unique)
- App Clip Card Views
- App Clip Active Devices
Related Terms
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App Store Product Page
The App Store product page is the landing page for a mobile app or game distributed and published on Apple’s App Store.
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Google Play Third-party Referral
Google Play third-party referrals refer to traffic sourced by users that open a link, that takes them straight to the product page in Google Play.
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Paid App User Acquisition
Paid app user acquisition is the process of paying to advertise an app or game on UA channels in efforts to drive relevant traffic to an app store and convert new users.
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