Top App Marketing Strategies to Boost Downloads & Retention

Did you know “Mobile apps revenue expected to touch $935 billion milestone this year?” But your app isn’t part of that number, and that stings. 

You launched the app. You did the work. But now it’s just sitting there. No downloads. No reviews. No traction. Don’t feel disheartened, as we all have been there. With 5 million apps fighting for space, even the best ones can get lost in the noise.

The reason? Building an app is only the beginning. Without rigorously active marketing, people won’t find it, let alone use it. That’s where app marketing comes in. 

The strategy does not just involve running ads or tweaking your app store listing. It’s about building a funnel that grabs attention, brings in the right users, and keeps them around.

In this guide, we’ll break down 10 proven app marketing strategies, give you real-world examples, recommend tools, and help you build a roadmap that works. Let’s get started.

What Is The App Marketing?

App marketing refers to the process of promoting your app to the right people and keeping it there. It involves everything from how you position your app in the store to how you engage users after they’ve downloaded it.

Why You Need App Marketing in 2025?

You need an app marketing strategy because launching an app in 2025 isn’t the hard part. Getting people to care about it? That’s the real challenge.  

Beyond flashy ads or stuffing keywords into your app store listing, mobile app marketing involves creating a full journey from that first discovery to the daily use that makes your app a habit. 

Admit it, with nearly 2 million apps on Apple’s App Store and almost 4 million on Google Play, the competition is fierce. You may have an amazing product, but without the right marketing, your appeal is likely to be the least heard in a stadium full of shouting voices.

Here’s a stat that puts things into perspective: 257 billion apps were downloaded last year, according to Statista. But guess how many users stick around after the first month? Only about 4%. What this means is simple: Users stay only when they feel real value and connection.

How to Market An App? [10 App Marketing Strategies]

Marketing an app in 2025 takes more than ads and hope; it demands a full-fledged strategy that covers everything from discovery to retention. 

Since app stores are bombarded with millions of apps, user attention is at an all-time low. Stats reveal that people download 8 to 10 apps monthly but only use 3 regularly. To help you assist here, below are 10 proven strategies that can make your app stand out, attract the right users, and keep them coming back.

1. App Store Optimization (ASO)

If your app can’t be found, it won’t be downloaded. That’s where App Store Optimization comes in. It works as an SEO for your app.

It’s one of the most effective ways to boost visibility and drive organic installs without burning your ad budget. Apps that invest in ASO see average conversion rates of 27% on Google Play and 25% on the App Store.

With millions of apps out there, every detail counts. Optimize your title, keywords, screenshots, or reviews to do their job; otherwise, you’re leaving downloads on the table. 

The following small tweaks can lead to big results and go a long way:

• Use high-quality screenshots
• Conduct an A/B test on icons to see what drives more clicks
• Localize your listing for each region you target

Great ASO doesn’t just boost visibility, it helps turn views into installs.

2. Content Marketing

Helpful content builds trust and brings in traffic. Whether it’s a blog post comparing the best budgeting apps or a downloadable mobile app marketing strategy PDF, content can pull in high-intent users organically.

According to DemandMetric, content marketing generates 3x more leads than paid ads, at 62% less cost. 

Not bad for your ROI, right?

3. Email Marketing

Email is far from dead; it’s your secret retention weapon. Onboarding sequences, push-back emails for churned users, or early access campaigns all keep your users engaged.

Want email marketing to work for you? 

Start by segmenting your users based on their behavior, like what they do in your app, not just who they are.

Then craft personal, punchy, and mobile-friendly email copy. No one wants to scroll through a novel on their phone.

4. Create a Highly Converting Landing Page

Remember, before users hit ‘download,’ many will Google your app. 

So, create a well-optimized page and populate it with compelling visuals, short forms, and a focused message. Believe it can make a huge difference, as most landing pages convert at around  9.7%. 

Want more installs? 

Make sure you’ve got a dedicated landing page that highlights what makes your app worth downloading. Each section should clearly show the value. 

Use a quick demo video, real user testimonials, and a bold call-to-action. Put it all together, and you’ll be surprised how quickly those conversions start to rise.

5. Capitalize on Social Media Marketing

Want to be where your users hang out? Go for social media marketing, aka SMM. 

Platforms like TikTok, Instagram, and LinkedIn aren’t just time-killers. They are some of the most powerful discovery tools in your app marketing strategy. Users are already scrolling, searching, and sharing. Your app just needs to show up at the right moment.

In fact, 54% of users discover new products through social media, according to a recent report by HubSpot. It is more than half your potential audience waiting to be reached.

So, either through trending Reels, sharing some behind-the-scenes Stories, or posting leadership quotes, social media is where app discovery starts in 2025.

6. Create Engaging Videos

Videos sell. Period. You experienced it yourself when you got lost in a behind-the-scenes teaser or a 15-second app demo while scrolling on your phone. 

Reason? High-quality motion grabs attention quickly.

A 2025 study by Wyzowl shows 88% of users are more likely to download an app after watching a video. And remember, videos can double as App Store previews and social ads.

6. Hire Micro-Influencers

Influencer marketing isn’t new, but it’s evolving, and it works. In 2025, campaigns with micro-influencers saw 60% more engagement and 34% lower CPIs than standard ads.

Big-name celebs might have the reach, but micro-influencers with 10k to 100k followers often have the impact. They’re trusted, relatable, and way more affordable.  

Work with creators who already speak to your target audience. If you’re launching a wellness app, team up with fitness influencers. Got a finance app? Go with money-savvy content creators.

7. Run Scalable Influencer Marketing Campaigns

And when it comes to user-generated content (UGC), nothing beats authenticity. According to Meta, apps using influencer UGC across TikTok and Instagram saw 2x the download rate compared to standard branded creatives.

The key? Relevance. 

Don’t overthink the content. Let it feel real. User-generated content (UGC) builds trust. Pair that with paid ads, and you’ve got a campaign that moves the needle.

9. Launch a Referral Program

People trust people. Referral programs turn users into marketers, and it works like a charm. Dropbox grew 3900% in 15 months thanks to referrals, and modern apps still follow this playbook. 

According to Nielsen, people who come through referrals are 4x more likely to convert and 3x more likely to stick around. Why? Because they trust the person who sent them.

Pro tip: Make it a win-win. Offer your users a double-sided reward like “Give $10, get $10” to boost participation and keep both sides happy.

10. Cross-Promote With Other Apps

Already have a user base, whether from another app, a newsletter, or even a loyal user base? Use it.

Promoting your new app to people who already trust your brand gives you a running start. Many apps lower their CPI by up to 30% and speed up user growth by pairing cross-promotion with launch offers or loyalty perks.

How to Create an Effective Mobile App Marketing Strategy?

The process of marketing for apps starts with the target audience identification. Then comes promotion, where you share a value proposition on platforms like social media, in search results, and inside the app stores. You’ve got modern options such as ASO, influencer outreach, and paid campaigns. They all help get your app in front of the right people. 

However, to make a lasting impact, you need a full-funnel strategy that covers every stage: pre-launch, launch, and post-launch. Each phase has its own purpose, tools, and goals, and skipping one? Big mistake. In fact, around 70% of apps fail to get noticed, often because their marketing starts too late or lacks structure.

Let’s make sure yours isn’t one of them. Here’s a simple step-by-step roadmap to help you build a solid app marketing strategy:

1st Stage: Pre-Launch

Honestly, launching an app without prepping first is like showing up to a party with no invite. 

First things first! Know your audience. Who will use your app? And why should they care?
Spend time digging into what people are searching for and how similar apps are positioning themselves.

Get your basics ready early: your app’s name, a few polished screenshots, and a short pitch. These small things will save you a ton of last-minute stress.

Even setting up a simple landing page or a waitlist can go a long way. It gives early users a reason to follow along and something to get excited about.

Start talking about your app post on socials, reach out to people, or send a quick teaser to your email list. It’s awkward at first, but it helps when the big day comes.

2nd Stage: Launch to Create Momentum

Your app’s in the store now, what? Just hitting “submit” isn’t enough. You’ve got to push it out into the world. 

Paid ads help (Google, TikTok, Meta, whatever fits your budget), but it’s not all about money. Reach out to influencers in your space. Or join communities where your users already hang out. 

Even participating in a discussion on Reddit or other niche forums can make a difference. 

If you can afford;  try Product Hunt or  Digital PR. They take work, but can drive real visibility. Don’t be quiet. Momentum matters right now.

3rd Stage: Post-Launch

Getting downloads is one thing. Keeping users is a whole other game. 

Once your app’s out there, watch how people use it. Are they dropping off at onboarding? Are they even opening it a second time? Tools like Mixpanel or Firebase can help make sense of it. 

Then?

• Use that info to send a reminder, fix what’s not working, and improve what is. 
• Updates, push notifications, and little improvements, they all show users you’re still there.
• And don’t forget to ask for reviews (nicely). Referrals, ratings, and word of mouth go a long way once you’ve got even a small base.

Pro Tip: Many brands try to scale before validating their product-market fit. Don’t be that founder. Start small, test fast, and adapt.

Need help crafting a launch plan that doesn’t waste your budget? Our guide on MVP vs Full Product Launch helps you understand which strategy works best.

How Much It Cost to Market an App in 2025?

The app marketing cost varies greatly based on your strategy, target regions, and channels. A startup can get started at $5K/month, while enterprises often spend over $100K/month.

Estimated Marketing Costs by Stage

Whether you’re a startup aiming for 10K installs or an enterprise scaling globally, here’s what you can expect:

iOS vs Android: Platform-Specific Costs

Marketing your app on iOS or Android isn’t just a design decision; it is a budget call. In 2025, the average Cost Per Install (CPI) sits around $1.22 for Android and climbs up to $3.74 for iOS.

So, what’s the tradeoff?

While iOS users cost more to acquire, they also stick around and spend more in-app. Comparatively, Android offers cheaper installs, but you may need to work harder on retention and monetization.

Pro Tip: If you’re launching on a tight budget, Android lets you test the waters. For apps with strong monetization or subscription models, iOS could be worth the premium.

CPI Benchmarks by Region (2025)

The average CPI (Cost Per Install) by region in 2025 is:

• $1.20 in North America

• $0.85 in Western Europe

• $0.15–$0.25 in Southeast Asia

Estimated Marketing Costs by Category

The CPI varies widely based on category; finance apps can see CPIs as high as $4–$7, while casual games average around $0.30–$0.50.

Here’s a rough breakdown:

What App Marketing Tools Should You Use in 2025?

Today’s app marketing runs on data, automation, and constant testing, and having the right tools in place can make or break your success.

Analytics, A/B testing, and automation testing tools give you real insights into what’s working, where users drop off, and how to optimize every touchpoint. They don’t just help you market smarter, but also to connect with users at the right time, in the right way.

So, whether you’re prepping for launch or looking to scale fast, here is a list of go-to tools organized by what they do best to help you drive installs, engagement, and ROI.

Why Choose TekRevol as Your App Marketing Company?

At TekRevol, we’re not just another mobile app development company. We are your growth partner, from day one to download 10 million.

We help you do more than launch an app. Our experts guide you through building momentum, reaching the right users, and keeping them engaged for the long haul. 

What makes us different?

• Proven Track Record: We’ve launched 100+ apps across fintech, healthcare, and eCommerce with real growth, not vanity metrics.
• Tailored Growth Plans: Your app isn’t cookie-cutter, so neither is your strategy. We build around your niche, budget, and user behavior.
• Full-Funnel Expertise: From ASO and influencer campaigns to lifecycle emails and CRM flows, we connect every dot.
• Creative That Converts: Our in-house design and content team crafts visuals, landing pages, and onboarding flows that turn interest into installs.

Whether you’re looking to boost visibility, improve retention, or drive serious ROI, we craft strategies that actually work in crowded app stores.