The growth lifecycle of your mobile app


Growing your app is a journey. It’s a process that’s not overnight and goes through various stages which should be repeated over and over again to maintain healthy behavioral and substantial growth over the years. A typical growth lifecycle of an app looks like depicting critical barriers that once crossed put the app into the next orbit for even higher growth:

The build stage involves a lot of strategy thinking, planning, envisioning, designing before executing the actual building plan.

  1. What’s the problem? Before you start building your app, you need to identify the problem your app will solve. This will help you create a clear vision for your app and ensure that it meets the needs of your target audience. Even though the app may not be the first of its kind or a unique product, it needs to address some real pain points you’ve identified that are not addressed by the competition.
  2. Define your target audience: Once you have identified the problem you are trying to solve, you need to define your target audience. This will help you to create an app that is tailored to the needs of your users, in terms of UI\UX and business model.
  3. Design a user-friendly interface: A user-friendly interface is essential for any mobile app. Your interface should be easy to navigate and use, and provide a seamless experience for your users.
  4. Choose the right technology stack: The technology stack is a set of programming languages, frameworks, libraries, and instruments used to develop a mobile app. The choice of the technology stack can make or break your product’s potential. Here are some popular technology stacks for mobile app development:
  • React Native: A popular open-source framework that allows developers to build cross-platform mobile apps using JavaScript and React.
  • Flutter: A Google-developed open-source framework that allows developers to build high-performance, high-fidelity, apps for Android, iOS, and the web using a single codebase.
  • Ionic: Another popular open-source framework that allows developers to build hybrid mobile apps using web technologies such as HTML, CSS, and JavaScript.
  • Xamarin: A Microsoft-owned open-source framework that allows developers to build cross-platform mobile apps using C# and .NET.

Choosing the right technology stack is crucial for the success of your app. You need to choose a stack that is reliable, scalable, and easy to maintain. if your not on the tech savvy side you will probably need a company that will help you execute your dream. Make sure to do you research on the tech stack they offer, understand why they recommend the selected technology and not other options.

The testing stage: Testing is an essential part of the app development process. You need to test your app thoroughly to ensure that it is free of bugs and other issues. Thorough app testing is crucial in the development process as it helps to identify and eliminate bugs and other issues before the app is released to users. By conducting comprehensive testing, developers can ensure that the app functions as intended, providing a seamless and error-free experience for users. This not only enhances user satisfaction but also helps to maintain the app’s reputation and credibility in the market. in simpler words, you don’t want to discover many bugs when your app is already live in the App store and get bad reviews by unsatisfied users.

Market your app effectively: Once your app is ready, you need to market it effectively to ensure that it reaches your target audience. This is where Zoomd can help. With our digital marketing experts, our technological stack and vast experience working with global brands and apps, you can rest assured we can help you tailor any plan to your growth plan. The basic marketing plan includes:

  1. Define your target audience: Before you start marketing your app, you need to define your target audience. You already defined your TA in the building stage, but now you need to be more practical – for example, from which countries are they coming from? Which social platform do they use? What are their basic search questions on Google, AppStore, or Playstore?
  2. Optimize your app store listing: Your app store listing is the first thing that potential users will see when they search for your app or look for an app they need that your app matches. Make sure that your listing is optimized with relevant keywords, high-quality screenshots, and a compelling description. Like SEO (search engine optimization) this is a contact task that needs to be checked and revised according to initial results. High-quality screenshots and a compelling description are essential for attracting potential users and increasing app downloads. They provide visual representation of your app’s features and functionality, giving users a glimpse of what to expect. A well-crafted description, on the other hand, effectively communicates the value and unique selling points of your app, enticing users to download and try it out. Together, these elements help create a positive first impression and increase the chances of converting potential users into loyal customers.
  3. Leverage social media: social media is a powerful tool for promoting your app. Use platforms like Facebook, Twitter, and Instagram to build a following, engage with your users, and promote your app. One strategy for engaging with users on social media platforms is to create interactive content such as polls, quizzes, or challenges related to your app. This not only encourages user participation but also generates buzz and increases brand awareness. Additionally, responding promptly to user comments, messages, and reviews shows that you value their feedback and are dedicated to providing excellent customer service.
  4. Paid advertising: It is true that ads on platforms such as Google Adwords and Facebook Ads are basic, but there are plenty of networks and other media channels that may prove to be more cost effective than what is offered by these platforms. You will want to explore more options once you’ve experimented with Google and Meta’s media supply and explore a DSP or other tech platform.
  5. Partner with influencers: Influencer marketing has already proven to be very effective to promote any app, idea or product. Influencers themselves have been around for many years now and their audience is well familiar with their paid content initiatives, and knows how to screen sales content and regular content. With that, people know how to take the paid content into account and use it for learning about any prodcut they’re looking for. You don’t need to go for the elite influencers for your marketing plan (as your have a specific budget), micro influencers are great as they have a very specific community of followers that matches your target audience. Check our Zoomd’s influencers and creators community and talk to us if you need help with your app influencer plan.
  6. Create engaging content: Creating engaging content like blog posts, videos, and infographics can help you to build a following and promote your app.
  7. Analyze your data: Finally, it’s important to analyze your data to see what’s working and what’s not. Use tools like Google Analytics to track your app’s performance and make data-driven decisions about your marketing strategy.

Launch stage: After the app is published to the world, launch the marketing initiatives plans you’ve created to announce the availability of the app.

Continuously improve your app: Finally, you need to continuously improve your app to ensure that it stays relevant and meets the changing needs of your users. Meaning constantly evaluating your initial plans, such as upgrading your app UI|UX over time, ASO maintenance, and more.

Analyzing your data allows you to understand what marketing strategies are effective and which ones are not. This helps you make data-driven decisions for your app’s marketing strategy. By tracking your app’s performance through tools like MMP’s, you can identify trends, discover user behavior patterns, and optimize your marketing efforts to target the right audience and achieve better results.

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Diversify Your Media Mix


With social media platforms growing increasingly numerous and diverse, advertisers have recognized that they can’t rely on achieving growth and success on just one platform when running a media ad campaign. Diversification is the key to reaching as many users as possible, especially on mobile.

Recent Roadblocks – Apple’s iOS 14.5 and Its Impact on Marketing 

Tracking users’ activity is essential for building a media strategy that works. Knowing which ads drew users in and where they came from can help set a guideline for future successful campaigns. Unfortunately, recent privacy overhauls in major companies make it harder than before to track users’ activities, particularly across multiple platforms.

Just over a year ago, in April 2021, Apple released their iOS 14.5 update, which included significant changes revolutionizing user privacy. One of the more significant changes made in the update was that now apps would need explicit permission from Apple users to track their activity across different apps installed on their phones. Unfortunately, few users were willing to waive their privacy and permit apps to track them. 

This development has made it almost impossible to track user registration or even downloads across applications, and the change has had severe ramifications across all platforms. The update has had a huge impact on Facebook, reducing the app’s ability to directly attribute ad spend and identify what ads work for which users.

What’s the Next Step for Media Strategy

Apple’s new privacy policy changes have made diversification in advertising campaigns more essential than ever. The inability to track users’ activity and not knowing which platform is responsible for bringing in the most users means advertisers need to treat every platform as their most important. Advertisers need to shift their focus to reaching as many users as possible without building too much reliance on any one platform.

The change has led to an evolution in user acquisition and forced app developers and advertisers to create campaigns for platforms that may have been previously out of their comfort zones. In addition, as the user acquisition process matures, advertisers are shaking up their media lineup and turning to less traditional social media sources such as TikTok and Snapchat and the traditional standbys such as Facebook, Twitter, and Google.  

While the transition to newer forms of social media is mostly a good one, new platforms also require advertisers to learn new strategies. The tried and tested campaigns that worked for Facebook and Google can’t simply be copy-pasted and applied to TikTok. Instead, advertisers must create new campaigns, and without metrics finding out what works and what doesn’t is complicated.

How to Know What Works 

Apple may prevent advertisers from tracking user activity and collecting metrics from applications, but platforms such as Zoomd’s SaaS still allow you to collect all the information you need from one screen. Keeping track of how your campaigns are going isn’t always easy, especially when you’re running a campaign on multiple channels simultaneously. Zoomd allows you to see how all your social channels are doing simultaneously, gathering all the information and presenting it on one easy-to-read dashboard. See which media strategies bring the best results and focus all your energies on the most efficient channels with Zoomd.


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Why Refreshing Your Creative Is Not Overrated


Social media is continually evolving, and new platforms constantly come out of nowhere and take over public consciousness.
As a result, advertisers always need to remain aware of what platforms are trending, and while old campaigns can often be applied to new platforms, a refresher is usually needed.

Multichannel Campaigns

Running a multi-channel campaign is not a new demand for advertisers. Multiple channels or platforms have been popularized since early times, and often when crafting a campaign, advertisers will consider how well it will work across multiple platforms. But while advertisers often can and will use the same creative concept on various platforms, some aspects of the ad will need to be adjusted to make the most out of each advertisement.

Having an overall concept designed to work on several platforms while creating variations for each platform is recommended. After all, a static banner that may work on Google or Facebook won’t work as well on more dynamic platforms such as Snapchat. Slight adjustments may be enough to tailor ads for some platforms, but others stand so apart, they’re practically in a world of their own.

TikTok- When Multi-Platform Media Strategy Isn’t Enough

TikTok is the latest creative platform to take over social media, with over 1.1 billion users worldwide, many of whom interact with the app daily. The app is extremely popular, particularly with GenZ users, being yet again the most downloaded app from both the app and play store. The platform has its own style, rules, and culture, and creative concepts that have worked in the past or on other platforms may need a complete overhaul when making their debut on TikTok. Using the same old content on a new platform will reduce interest and engagement, leading to low CTR and conversion rates not to mention a negative impression of the brand.

Unlike traditional platforms, which most advertisers are already familiar with, learning what works and what doesn’t on TikTok may need extra investigation. One example of how TikTok is unique is that while it does rely on video content, TikTok users are generally encouraged to keep content as bite-sized as possible. Initially, the content was limited to just 15 seconds, but that was later extended to 60 seconds and now many users can upload three minutes for more informative videos. This means that the best way to get your message across and drive engagement on TikTok is by using short, sharp creatives with a clear and convincing CTA.

Why Avoiding Ad Fatigue Matters

Similar rules often apply to other platforms. On some occasions, your creatives may only need a slight tweak before it is presented on multiple platforms, while in other cases, you may need to rethink your creative concept and redesign it entirely from scratch.

Differences such as the age and gender of users primarily engaging with a platform need to be kept in mind when developing a media budget and during the media planning stage. This is especially crucial when running a cross-channel campaign. Users who follow your brand across multiple platforms will grow bored of constantly having the same messaging directed toward them, leading to ad fatigue and lower conversion rates.

Refreshing your creative specs is essential, not just for the holiday season or special events but all year round to keep those conversion numbers growing. Remain open to change and continually run your creatives by testing to see what works with which demographics. With Zoomd’s “Best Performing Creatives” feature, available on our own developed Skipper UA platform, you can tell from a glance at your dashboard which creatives are working and what needs to be refreshed, indicated by the low CTR. By avoiding creative fatigue, you maximize every cent of your media budget and increase your chances of converting new users. Instead of struggling to understand your audience, use statistics and real-time insights to see what works and where.


Looking to improve your creative assets? Look no further. With our strong and authentic creator’s community, you can easily scale your creative production performance in a matter of days. Let’s talk

Learn more about our creator’s community in this video:

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How to win user acquisition with Influencer marketing


The User Acquisition (UA) game is a tough one to win. The thing is, the better you get at it, the more difficult it becomes to achieve your goals. Traditional User Acquisition channels like Facebook, Google and other major ad networks offer diminishing ROAS as digital saturation continues to drive up customer acquisition costs.

User Acquisition Solutions?

Although ad inventories continue to stockpile, customers simply aren’t clicking as frequently as they once did; this is mostly because ads have become ineffective at spurring action among some target audiences, especially millennials and other digital natives. The fact is that many individuals in highly desirable target audiences consider online ads to be pervasive, obnoxious and intrusive. Unfortunately, pop-ups, remarketing and stale ads have become the plate d’jour to the point that they are often perceived as ‘background noise’ to some audiences.

All this means that KPIs are becoming more difficult to reach; target audiences are shrinking in relation to the supply of available ads, and often aren’t clicking on the ads that they do see.

Influencers, the New Ad Kid On the Block

The solution of course, is to find new, innovative ways to advertise to your audiences. Influencer marketing is one way to do just that. Influencer marketing is a new form of social media marketing that focuses on “influencers” who endorse and mention products for money. These influencers often boast huge, dedicated social followings and are considered to be knowledgeable, or even experts, in their fields.

Influencer marketing is considered to be especially effective — especially among millennials and other digital natives — mostly because their recommendations are considered social proof of the products they promote. Influencers are highly trusted among their followers, and a recommendation from them goes a long way.

Zoomd and Influencer Marketing

Following Zoomd’s recent, successful acquisition of Performance Revenues, we’ve merged their industry-leading Influencer Marketing service into our offering. This new and exciting service blends Performance Revenue’s wide expertise in all things User Acquisition with the impact, reach and effectiveness that defines the Influencer Marketing domain. This enables a unique, robust Influencer Marketing service that delivers quantifiable tracking metrics for a UA channel that is notorious for its untrackable results.

Zoomd’s new Influencer Marketing User Acquisition channel is offered as a fully-managed service. Clients just need to define their target audience and budget, and the rest is handled by Zoomd’s dedicated team. All aspects of the campaign — from sourcing and negotiating with the creative talent, crafting a high-impact brief, ensuring a high level production, tracking results and whatever else is needed, is managed by Zoomd. The team works hand-in hand with clients to develop highly targeted, relevant campaigns that bring outstanding results, every time.

The new Influencer Marketing service offers significant, bespoke benefits to any User Acquisition campaign:

  • Global reach. Highly effective campaigns are often global in nature. When it comes to Influencer Marketing, this means you may have to engage with multiple Influencers from different parts of the world to ensure that you’re getting the global coverage you need. The fact is that Influencers can come from anywhere, and often speak languages other than English. Zoomd’s global team hails from all four corners of the world; we’re fully capable of communicating and negotiating with Influencers in any location, no matter the geo your campaign is targeting.
  • Localized to any language/region. The origin of a given Influencer’s social following knows no borders. Followers can come from anywhere and speak any language. To truly deliver impact, Influencer campaigns should feel local. That way, your target audience feels as though the recommendations are coming from a close friend, someone down the street. Zoomd’s international production team is well-versed in delivering highly-localized campaigns that speak the audience’s language and conform to local customs and cultural nuances.
  • Hand-Picked Influencers. Zoomd leverages an advanced talent tracking system to locate the perfect Influencers for your campaign. We’re able to zoom in on the Influencers who boast followers with the critical metrics and demographic info to ensure that your campaign is being exposed to the right audience. With Zoomd, you just provide the brief and we’ll find you the talent you need to get your apps in front of the people who want to use them.
  • Advanced tracking for Influencer Marketing. Leveraging years of User Acquisition experience across multiple industries and geographic areas, we’ve successfully merged advanced tracking capabilities within our Influencer Marketing User Acquisition campaigns. Benefit from revealing tracking insights that connect clicks to campaigns so that you can rest assured that you’re getting bang for your advertising buck.

User Acquisition Solutions – Parting words

With traditional User Acquisition channels increasingly becoming less profitable, brands are challenged to find new, innovative ways of reaching their audiences. Influencer Marketing is quickly gaining steam as a powerful, innovative advertising method that brings results, especially in hard-to-reach digital native audiences. Highly trusted among their followers, Influencers are considered reliable sources of ad recommendations that aren’t intrusive or annoying. Their recommendations are automatically deemed social proof of an apps’ value to the specific following of the promoting Influencer.

Zoomd’s recent acquisition of Performance Revenues enables the company to offer innovative Influencer Marketing services to its clientele. Performance Revenues’ years of User Acquisition experience across multiple industries and geographic regions has empowered a unique, highly effective Influencer Marketing service that introduces UA tracking to what was once considered untrackable. A compelling set of capabilities including localization, global reach, effective talent sourcing and more, enable Zoomd to deliver high impact results for their Influencer Marketing campaigns.

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