Tips for Mobile App Growth Strategies

I’ve grown an app 50x over 11 months. The 1 main thing that helped me do that? Introducing new channels at the right time. Oftentimes, advertisers with relatively small spends ask me: - When should they test ad networks? - When should they test programmatic? - When should they test paid content? These are important channels. But if you are not introducing them at the right stage of your app’s growth, you might burn yourself. As a mentor of mine says, "Don’t try to be 40 before you’re 40." If you try to spend on programmatic at $50k a month in ad spend, you’ll lose your shirt. Be mindful of your product’s growth stage before introducing a new channel. When I scaled from $30k to $1.5M a month in ad spend, we introduced new channels very strategically based on the stage of growth. While my experience was from a few years ago, the learning of strategically introducing channels is evergreen. Here is the framework that I’d offer to any app that is scaling today. 1. Under $50,000 in Ad Spend: Meta Only 📱 Stick to Meta (Facebook and Instagram) unless you expect to be a TikTok-first product. 💡 Meta has the widest purchaser pool and the strongest potential performance. If you’re on Android, test Google UAC. If you’re marketing a game, test an ad network(Applovin/Ironsource). 2. $50,000 to $150,000 in Ad Spend: Introduce Google(iOS)/TikTok 🔍 Start testing new channels like Google (and TikTok). TikTok wasn’t prominent back when I scaled - but I’d start testing it at this stage now. 💰 Allocate $5,000 to $10,000 as a test budget for these platforms. 📊 Evaluate their performance and scalability. 3. $150,000 to $250,000 in Ad Spend: Introduce Ad Networks 🚀 Channels like AppLovin and IronSource can be very effective. ⏳ Be aware that these channels have a learning phase, so give them time. 4. $250,000+: Programmatic Channels 🌐 Programmatic channels can be massively scalable but have a long learning curve. 📈 These may require $30,000 to $40,000 in ad spend depending on your CPA and event volume. 🏆 Best introduced once you have a solid foundation with other channels. We were able to scale programmatic channels to well over $500k/month at the time. Use a progressive outward strategy to unlock scale gradually and profitably for your subscription app. By following this progression pattern, you can unlock scale incrementally and profitably, using the same playbook that helped us grow from $30k to $1.5 million a month.

In 2024, I saw app owners leaving at least $50k/month on the table. Let’s fix that. Don’t just rely on TikTok. SEO is a game-changer for mobile apps, not just for app store rankings but for building systems that turn searchers into loyal users. Here's a quick roadmap to consistent growth: 1. App-Specific Keywords Focus on solution-driven, long-tail keywords like: Avoid high-competition terms and target solution-driven, long-tail keywords. Don't overthink this. Just get a cheap tool like SEO Stuff that doesn't require a monthly subscription and move on. Examples: “Time tracking app for freelance designers” “Expense tracking app for independent contractors” “Project management app with client portal access” “Budget app for small business owners” These keywords have lower competition and higher intent, perfect for apps aiming to build authority. 2. Website Strategy Turn website visitors into app users. Steps: Build landing pages for specific features or use cases. Use problem-focused headlines, testimonials, and integration details. Include CTAs like “Start Your Free Trial” or “Download Now.” Structure example for “Time Tracking Features”: Problem statement Solution overview Feature breakdown Integration details Download buttons 3. App Store Optimization (ASO) Optimize your app listing to make a strong first impression. Titles: “[App Name]: [Core Feature] with [Benefit]” Example: “TimeTrack Pro: Time Tracking with Auto-Detection” Descriptions: First line: Value proposition. Body: Features and use cases. Final section: Social proof + CTAs. Use screenshots with captions like “Track hours in real-time.” 4. Content & Comparison Strategy Create valuable content to demonstrate expertise and solve user problems. Example: Hub: “Freelance Business Management” Supporting Topics: “How to Track Billable Hours Accurately” “ROI of Automated Time Tracking” “Guide to Setting Up Client Retainers” Use question-based headings, add data-driven insights, and include internal links. Dominate comparison searches with detailed guides. Examples: “[Your App] vs Competitor for Freelancers” “Top Alternatives to [Competitor App]” Include: Feature comparisons Pricing breakdowns User reviews 5. Technical SEO & Schema Leverage schema to stand out and optimize search performance. 6. Video & Authority Tutorials, feature demos, and success stories to drive engagement. Build backlinks from industry blogs and directories. Your 90-Day Plan: Days 1–30: Keyword research, ASO, and landing pages. Days 31–60: Publish content, launch videos, and start link-building. Days 61–90: Scale content and retarget visitors. By Day 91, you’ll be thanking yourself.

The most overlooked startup growth strategy isn't the latest AI ads platform or improved funnel optimization. It's actually hiding in plain sight: how your product naturally spreads from one user to another. Teams that understand their product's inherent distribution mechanics outperform those relying solely on paid acquisition. This is less about forcing virality, and more about recognizing your product's natural sharing dynamics: - For communication tools, it's inviting collaborators - For design software, it's exporting and presenting work - For consumer apps, it's sharing results or achievements - For B2B platforms, it's onboarding team members At Gamma, we discovered our growth accelerator was reducing friction in how users share their presentations. And while that lever was specific to our product, the principle still applies universally: Identify where your product naturally creates opportunities for exposure, then systematically optimize that pathway. To this end, there are two questions worth asking: 1. When users get value from your product, how do others naturally see that value? 2. What's preventing that moment of visibility from happening more often? Every product category has different answers, but the approach is consistent: - Map out your product's natural exposure points - Measure how often those moments occur - Remove friction from that process - Build features that amplify visibility This thinking transformed our product roadmap. Features aren't just about utility; they're about enabling natural discovery. Your growth strategy might look completely different from ours, but the mindset remains the same: The best acquisition strategy is built into how your product is naturally experienced and shared.