Influencer Marketing for Mobile Application

    Table of contents
  1. 1. What is a mobile app?
  2. 2. Use influencers to marketing for a mobile app
  3. 3. Customized app for influencers
  4. 4. How to build an influencer app?

What is a mobile app?

A mobile app is a term used to describe Internet applications that run on smartphones and other mobile devices. Mobile applications frequently serve to provide users with similar services to those accessed on PCs. Apps are generally small, individual software units with limited function. 

With influencer marketing driving the highest ROI out of any other digital marketing means, it is no wonder that app creators are turning to influencers in order to ensure that their apps become successful. In fact, mobile app creators have seen so much success with influencer driven marketing that many influencers have taken it upon themselves to have their very own influencer app created to further engage with their audience. With the vast majority of social media users interacting with these platforms through apps, they're an audience that is extremely app savvy, making them one of the best target markets for the technology. 


Use influencers to marketing for a mobile app

As influencer management experts know all too well, the influencers that typically provide the best platform for mobile app advertising tend to be tech and IT themed influencers. If, for example, a popular Instagram influencer mostly posts content featuring new gadgets and technology, then it is more likely that this influencer platform will offer a potential app advertiser the highest ROI. The reason tech and IT themed influencers tend to be the best venue to market such products, is that their user base is extremely proficient at utilizing apps, they're also likely to have the latest smartphones and tablets needed to run them. 

While marketing an app through an influencer has historically proven to be highly effective, the final outcome of doing so isn't always positive in some cases. Influencers usually need to vigorously quality control any apps that they advertise, whether these apps are being marketed for unaffiliated parties or directly for themselves. Some apps are bundled with malicious features such as spyware, malware, and other nefarious components that can cause software problems for any smartphone, tablet, or pc. Users that encounter malicious apps tend to have extremely strong negative reactions to them. Influencers that advertise these products without doing proper due diligence on them risk having their credibility and user trust rating badly damaged in the event they unknowingly market a malicious app product to their audience. 


Customized app for influencers

While many influencers regularly advertise apps on their platforms or channels for unaffiliated companies, they are increasingly marketing their own custom apps to their audience. For example, if an Instagram influencer account focuses heavily on presenting recipes to their audience, they might decide to have their own app created that can help their target audience, followers, or subscribers, get more streamlined access to their content through an app. The app might generate an ROI for the influencer by broadening their reach and increasing their engagement rate, or the app might generate revenue for the influencer by charging a small fee for each download. 

One of the main benefits of an influencer app is an increase in the overall user engagement rate, rather than a direct monetary incentive. While many prominent influencers do sell their apps, most do not. Typically an influencer app will be given out for free as a means to interact with an audience outside of a traditional social media platform such as Instagram, Facebook, Twitter, YouTube, or Pinterest. Influencer management companies often encourage their influencer clients to publish an app, as it is one of the fastest and most effective means of establishing a new channel to target with content and advertising. The other great benefit to an app is that they will often feature unique ways for users to interact with an influencer's content that are not otherwise available through their primary platform. 


How to build an influencer app?

Influencers that decide to have an app built usually pay much less than you would expect. The reason the rate is usually at the lower end of app production is that influencer themed apps tend to be quite simple in design and offer users limited features that merely aid the user in interacting with the influencer outside of their primary social media platform. Most influencers will have these simplistic apps outsourced by highly skilled programmers in places like India, Romania, Russia, or Southeast Asia, where high-quality app production is much cheaper.