10 Proven Ways to Promote Your Mobile App (Before and After Launch)

With more than 2.5 million apps on the Google Play Store and over 1.8 million in the Apple App Store, it’s never been more important to approach your app launch with a strong marketing plan. Even if your app solves a real problem or offers a truly delightful experience, the reality is that most users won’t find it by chance.

Mobile app marketing isn’t just about getting your app in front of more eyes—it’s about getting it in front of the right people, at the right time, and guiding them from discovery to download.

This guide outlines 10 proven ways to promote your mobile app before and after launch. Whether you’re building momentum for your first release or trying to scale installs for an existing app, these strategies are designed to help you increase visibility, attract high-quality users, and stand out in a saturated marketplace. (Stay tuned for Part 2 of this series, on mobile app retention strategies!)

Understand Your Audience Before You Market

Before you dive into paid ads or social media posts, take time to define who you're marketing to. Successful app marketing starts with clarity about your users.

Ask yourself:

• Who are your ideal users?
• What specific problem does your app solve for them?
• What motivates them to try a new app?
• Where do they spend time online—and how do they typically discover new tools or solutions?

This information helps you tailor every marketing touchpoint to the needs and behaviours of your users. It also influences everything from your app’s tone of voice to your keyword strategy and advertising channels.

1. Start Marketing Before You Launch

One of the most common mistakes app developers make is waiting until the launch date to begin marketing. Instead, start building awareness early.

Create a teaser campaign that builds anticipation: show off features, release short videos or GIFs of the app in action, or invite early users to sign up for beta access. A landing page with a simple lead capture form is a great place to collect email addresses and validate interest.

You can also use this pre-launch phase to gather early feedback. Offer a test version of the app to a small group of users and use their input to fix bugs, streamline onboarding, or fine-tune features before release.

2. Optimise Your App Store Listings (ASO)

App Store Optimisation (ASO) helps your app appear in relevant search results within the Apple App Store or Google Play. This is one of the most critical elements of mobile app marketing.

Here’s what to optimise:

• Title and subtitle: Include relevant keywords without sounding robotic.
• Description: Highlight benefits, not just features. Make it scannable.
• Screenshots and videos: Visual content should tell a story—what does the user experience look like?
• Icon: Keep it clean, recognisable, and professional.
• Ratings and reviews: Social proof drives downloads. Ask for feedback at the right moments (more on this in Tip #8).

Well-optimised listings increase visibility, boost conversions, and improve your ranking in app store search results.

3. Create a Dedicated Landing Page

Your website can serve as a central hub for your app marketing efforts. A dedicated landing page provides a platform to explain your app’s value and drive traffic from ads, social media, or search.

A great landing page includes:

• A short headline and subhead explaining what your app does
• Clear calls-to-action linking to the app store(s)
• Screenshots or a short demo video
• Testimonials or user quotes
• Press mentions, awards, or trust signals

Make sure the page is mobile-optimised, loads quickly, and uses clear, user-friendly design. Bonus: a well-built landing page can also improve your SEO and help generate organic traffic.

4. Promote Your App on Social Media

Social media allows you to reach new users quickly—especially if you create platform-specific content that speaks your audience’s language.

Some ideas:

• Behind-the-scenes footage of your app development
• Short feature demonstrations or how-to reels
• Polls or questions to engage your audience
• User-generated content (UGC) showing people using your app in real life

Choose platforms based on your target user. For example, a productivity app might gain more traction on LinkedIn or X, while a fitness or wellness app might be better suited to Instagram or TikTok.

Use hashtags and keywords to increase discoverability, and engage with commenters to build a sense of community around your app.

5. Use Influencers and Partnerships

Influencer marketing isn’t just for consumer brands—it can also be a highly effective way to build trust and awareness for new apps.

Start by identifying influencers in your niche who already speak to your target market. These might be YouTubers who review apps, TikTok creators in your vertical, or industry bloggers.

Partnerships can go beyond influencers, too. You might team up with a complementary business to run a co-branded promotion, bundle your app with another product, or cross-promote to each other’s audiences.

6. Run Targeted Paid Ad Campaigns

Paid advertising allows you to test messaging, reach your ideal users quickly, and scale what works. You can run campaigns on:

• Google Ads (Display, Search, or App Install campaigns)
• Facebook and Instagram Ads
• TikTok Ads
• YouTube pre-roll
• Reddit, Snapchat, or other niche platforms depending on your users

Use app install campaign objectives when available. These automatically optimise for conversions (rather than just clicks) and help reduce your cost per install over time.

A/B test different headlines, visuals, and value propositions. Over time, focus your budget on the ads that drive not just installs—but quality users who stick around.

7. Promote to Your Existing Audience

If you already have an email list, a customer base, or active website visitors, don’t miss the opportunity to market your app directly to them.

Use:

• Email newsletters to announce the app and offer exclusive early access
• Banners on your homepage or blog
• Pop-ups for returning visitors
• Social media posts and pinned content

These warm audiences are more likely to trust your brand and give the app a try—especially if you can clearly explain what’s in it for them.

8. Encourage App Reviews and Ratings

App reviews and star ratings aren’t just vanity metrics—they influence your app store visibility and play a major role in conversion rates.

The key is timing:

• Don’t ask too early—wait until users have had a positive experience
• Use in-app prompts after a successful interaction or milestone
• Make the process seamless and easy to skip if the user prefers

Early reviews help build momentum, while ongoing positive feedback reassures new users that your app is worth downloading.

9. Submit to Review Sites and App Directories

Third-party validation from blogs, directories, and review platforms can expand your reach and strengthen your app’s credibility.

Start with:

• General app directories (e.g., AppAdvice, AppGrooves, AlternativeTo)
• Startup or product discovery platforms (e.g., Product Hunt, BetaList)
• Influential tech reviewers or niche YouTubers in your industry

The added benefit? Many of these listings generate backlinks to your website or landing page, which also supports your long-term SEO.

10. Offer Referral Incentives

Encourage users to share your app by rewarding them for successful referrals. Examples include:

• In-app currency or credits
• Access to premium features
• Discount codes for future purchases

The key is to make it easy: provide users with a unique invite link or code they can share in just a few taps.

Word-of-mouth remains one of the most powerful growth drivers—and a good referral program can amplify your reach organically.

App Store vs Web Traffic: Why You Need Both

Not all users install apps on impulse. Many research before they download—reading reviews, scanning your website, or Googling competitors.

That’s why it's important to support app store discovery (via ASO) and build web-based assets that showcase your app’s value. Blog content, video tutorials, and case studies all help build trust and improve your discoverability in search engines.

A multi-channel approach leads to better conversion rates, higher retention, and a more consistent user experience.

Marketing Checklist

Your app marketing strategy doesn’t stop at launch. To succeed in a crowded app ecosystem, you need a plan that blends visibility, credibility, and conversion.

Here's a quick recap to guide your promotion efforts:

Mobile App Marketing Checklist:

• Define your target audience and value proposition
• Build an SEO-friendly app landing page
• Optimise App Store listings with keywords and visuals
• Launch teaser campaigns pre-release
• Run targeted paid ad tests
• Promote on social media with platform-specific content
• Partner with influencers or complementary brands
• Reach out to existing customers and email lists
• Submit your app to directories and reviewers
• Incentivise referrals and gather positive reviews

With this groundwork in place, you’ll be well-positioned not only to attract downloads—but to retain users and grow your app’s impact over time.

In the next part of this series, we’ll focus on what happens after users install your app: how to engage, delight, and retain them for the long haul.