HomeBlog for TikTok Industry InsightsTikTok strategy guides and tipsHow To Boost App Downloads with TikTok Influencers – Strategies and Successful Examples

How To Boost App Downloads with TikTok Influencers – Strategies and Successful Examples

Did you know that between 2016 and 2022, the global downloads of mobile apps skyrocketed to a staggering 255 billion? In 2023, the mobile app industry is expected to generate over 935 billion in revenue with a predicted growth rate of 11.5% each year until 2027.

But here’s the catch – there are over 7.3 million apps vying for users’ attention on platforms like the Apple App Store and Google Play Store. As a new app creator, you’re stepping into a highly competitive market. What brought success in 2020 or 2021 might not yield the same results today. So, how can you significantly boost your app downloads in 2023? The answer is pretty simple: TikTok influencer marketing.

In the face of such an increasingly competitive landscape, it’s vital for app developers to implement innovative and engaging marketing strategies to effectively reach their target audience and drive app downloads. In this article, we delve into the compelling benefits of leveraging TikTok and influencer marketing to promote your mobile app. We’ll also provide real-world examples of companies that have used this approach to great success.

By the end of this read, you’ll be ready to minimize your cost per install and maximize your app’s market presence.

Understanding Mobile App Usage and How TikTok Helps Boost Mobile App Downloads

Mobile applications have become an integral part of consumers’ lives. It’s estimated that the average person now interacts with over 9 mobile apps each day. Interestingly, this usage isn’t uniform across all age groups. For instance, research from App Annie shows that daily app engagement of 13-24-year-olds is almost twice that of individuals over 45.

This younger group, also known as Generation Z (Gen Z), leads the group in app usage. They are spending more time and consuming more data on apps than any other age group. If your goal is to promote a mobile app, understanding and targeting this key demographic in the digital age is paramount. They have unique preferences for social media platforms, gravitating less towards traditional apps like Facebook and more towards new, dynamic platforms.

And here’s where TikTok plays a vital role. As reported by Statista, TikTok topped the chart for the most downloads worldwide in 2022.

People on phones recording

How to Skyrocket Your App Downloads with TikTok Influencers

Understanding TikTok’s significance for reaching your target demographic is crucial. However, the real challenge lies in leveraging it to your advantage. TikTok’s short, engaging video format is perfect for illustrating the features and benefits of your app. With over 63% of TikTok users under 29 years of age, the platform presents an opportunity to connect with a highly engaged and app-savvy audience.

By partnering with the right TikTok influencers and harnessing the platform’s native ad features, your app can stand out in this crowded market. Here’s how you can achieve this:

Collaborate with Influencer to expand your app’s reach

Choose influencers who not only have a sizable following but also a high engagement rate and an audience demographic that aligns with your target users. In the UK, users spend an average of 60 minutes per day on the app, and in the US, it’s 68 minutes. Thus, selecting an influencer with an active follower base in these regions can drive engagement.

Leverage Ad Hooks

Ad hooks, or short, engaging messages at the beginning of your advert, can trigger an emotional response and generate interest among viewers. As compared to other platforms, TikTok is predominantly a platform for entertainment. Therefore, your ad hooks should evoke emotions that align with the viewer’s mood and pique their interest in your app.

Integrate Call-to-Actions (CTAs)

Including a strong CTA can significantly boost engagement. With the format that TikTok piloted in 2020, you can now integrate a CTA button within your influencer content. For app downloads, your CTA could be as straightforward as “Download Now” or “Try the App Today”, directing viewers straight to your app’s download page.

Authentically Marketing with a mix of influencer campaigns and ads

With TikTok, your influencer ads can blend seamlessly into the ‘For You’ feed of your target audience without seeming like forced advertising. Encourage influencers to integrate your app into their content in a way that feels organic and authentic to their usual content style. This authenticity can lead to higher engagement and more downloads.

The majority of TikTok’s users fall under the age of 25 – a generation of digital natives that are the most likely to use mobile apps. Studies have shown that in 2019, 41% of 18 to 26-year-olds in the UK switched to mobile payments, and 48% of people under 29 used a dating app at least once.

Additionally, TikTok boasts a user base that doesn’t just download the app but actively uses it. As of June 2021, the platform surpassed its video-sharing rival YouTube in terms of user engagement, with TikTok users watching over 24 hours of content per month.

So how have real-world brands put these strategies into action?

Let’s explore some real-world examples that could inspire your next TikTok influencer campaign to boost app downloads.

Boost app downloads - Person using tablet 

Ready to tap into the power of TikTok for your app? Learn more about our app marketing services here.

7 Brands Leveraging TikTok Influencers to Boost App Downloads

Success on TikTok often comes down to the creative ways brands collaborate with influencers.

Playa Games’ TikTok Strategy

Playa Games, a leading mobile games publisher based in Germany, wanted to promote their new release called Shakes and Fidget. Not only did they want to boost app downloads, but they also wanted to encourage more in-app purchases (also called App Event Optimisation). They decided to use TikTok’s In-Feed Auction Ad feature to raise brand awareness with a series of augmented reality clips that showed people playing the game.

TikTok Ads Manager was able to increase the quality of traffic generated by their campaign through clever algorithm-led targeting. This resulted in an impressive Return on Ad Spend of more than 130%. The entire campaign yielded a cost-per-click rate of €0.06, which fit well within Playa Games’ marketing budget.

What we like about it

  • Playa Games used innovative techniques like augmented reality in their TikTok ads, leading to a significant return on ad spend.
  • Influencers who shared engaging gameplay experiences boosted the authenticity of the ads, contributing to the successful campaign.

@shakesandfidget Spiele jetzt Shakes & Fidget! #shakesandfidget ♬ original sound – Victoria Linnen

@shakesandfidget Spiele jetzt Shakes & Fidget! #shakesandfidget ♬ original sound – Victoria Linnen

VYS Games’ TikTok Approach

French app developers VYS Games harnessed the power of TikTok’s In-Feed Auction Ad feature to raise brand awareness for their game, Vakarm. They crafted funny and creative ads that directly displayed how much fun it could be to play the game with friends.

With the help of influencers who created engaging and entertaining content around their gaming experiences with Vakarm, the brand saw a phenomenal 55.97% conversion rate, costing only €0.18 per app install and €0.10 per click.

What we like about it

  • VYS Games successfully used TikTok’s ad features in a creative way to boost their brand awareness and conversion rates.
  • Influencers played a crucial role in creating entertaining content that resonated with the brand’s target audience, demonstrating the effectiveness of influencer marketing.

“@vakarm.app On répond à quelques questions sur #vakarm 😈😇 #questionsreponses #WakeUpChallenge #summervlog #prank #ete2021 #bougedela ♬ The Magic Bomb (Questions I Get Asked) [Extended Mix] “– Hoàng Read

@vakarm.app On répond à quelques questions sur #vakarm 😈😇 #questionsreponses #WakeUpChallenge #summervlog #prank #ete2021 #bougedela ♬ The Magic Bomb (Questions I Get Asked) [Extended Mix] – Hoàng Read

Klarna’s Buy Now, Pay Later App on TikTok

Klarna, a ‘Buy now, pay later’ app, cleverly used TikTok influencers to tap into the Gen Z and Millennial market effectively. The hashtag #klarna brings up endless videos where creators showcase their clothing hauls, fostering organic content and increased brand awareness.

By working with influencers who organically used Klarna for their shopping hauls, the brand managed to generate authentic and engaging content, creating an organic link between the influencer and the brand.

What we like about it

  • Klarna found success by making use of user-generated content and trending hashtags, increasing its brand’s visibility organically on the platform.
  • Influencers played a crucial role in creating this user-generated content, demonstrating the effectiveness of influencer marketing.

@klarna how cute is @Ajahzi Gardner ♡ AND BONUS, on 12/2 only, get your 4th payment free when you check out with Klarna on the @victoriassecret ♬ original sound – klarna

@klarna how cute is @Ajahzi Gardner ♡ AND BONUS, on 12/2 only, get your 4th payment free when you check out with Klarna on the @victoriassecret ♬ original sound – klarna

Mint App’s Winning TikTok Strategy

Mint’s money management app saw a tremendous growth in TikTok followers, increasing from 0 to 11,300 in just six weeks, and garnering nearly 33 million impressions. How did they do it? Their positive and playful marketing campaign directly targeted millennials between 25 and 35.

Mint App had an idea to target millennials with a positive and playful marketing campaign.

“We believe finances don’t always have to be such a grave, taboo topic. We want people to have hope, against any odds”. – Varun Krishna, senior vice president and head of Mint.

Mint app transformed finance from a ‘grave, taboo topic’ into an area of hope and empowerment through collaborations with influencers who had established credibility with this demographic. Using marketing in a creative way, Mint was able to communicate its value proposition in a relatable and engaging way.

What we like about it

  • Mint App found success by aligning its marketing message with the values and needs of its target demographic.
  • They turned challenging or taboo topics into areas of hope and used them to tell a compelling story that resonated with the audience.


Snack Video Dating App

Snack, a video-dating app, wisely used TikTok as their primary marketing platform to shape the future of online dating for Gen Z. They even integrated TikTok’s new Login SDK into their platform, allowing users to directly share their TikTok videos with potential matches.

By partnering with influencers who could authentically talk about their dating experiences and the benefits of using Snack, the brand managed to drive app downloads and engagement.

“I fundamentally believe now that the right opportunity is the distribution of TikTok, as well as influencers. I think that combination of TikTok being the new distribution channel is going to be a massive opportunity — and that’s what we’re trying to leverage,” – Kim Kaplan, CEO of dating app Snack

Snack’s founder Kim Kaplan is no stranger to dating apps. She created the old-school desktop dating platform Plenty of Fish, which was later sold to Match.com in 2015. “I fundamentally believe now that the right opportunity is the distribution of TikTok, as well as influencers. I think that combination of TikTok being the new distribution channel is going to be a massive opportunity — and that’s what we’re trying to leverage,” Kaplan stated.

“@getsnackapp “i am loving this date “i need to leave” “#OKPerfect” 🛍 @faraibennett #dating #firstdate #storytime #shopaholic #giftideas ♬ original sound” – snack video dating

@getsnackapp “i am loving this date “i need to leave” “#OKPerfect” 🛍 @faraibennett #dating #firstdate #storytime #shopaholic #giftideas ♬ original sound – snack video dating

What we like about it

  • Snack aligned its product with the preferences of its target demographic and integrated popular platforms into its app, providing a seamless and engaging user experience.
  • Moreover, influencers played a pivotal role in bridging the gap between the brand and potential users, demonstrating the power of influencer marketing.

Bumble’s TikTok Approach

Bumble, a women-first dating and friend-making app originally gained popularity by utilising Facebook ads. Later, due to rising costs on other marketing channels and interest in diversifying their user base, they decided that TikTok would be the right medium for them to connect with a new emerging demographic.

Bumble chose to pair with popular creators David Dobrik and Brittany Broski to create native-looking video content that caught the attention of their communities. They also ran in-feed direct response ads, which were shown to their target demographic based on in-app behaviours.

This collaboration with popular and relevant influencers resulted in authentic content that resonated with their audience, leading to a 5x increase in app downloads and a 64% decrease in cost-per-registration.

What we like about it

  • Bumble partnered with influencers that could create authentic content that resonates with its audience.
  • This strategy not only increased the app’s downloads but also improved its registration rates, showcasing the potential of influencer marketing.

“@daviddobrik Let me know if i meet your standards hahaha. And plz match with me on @bumble #bumblepartner ♬ WHATS POPPIN “– Jack Harlow

@daviddobrik Let me know if i meet your standards hahaha. And plz match with me on @bumble #bumblepartner ♬ WHATS POPPIN – Jack Harlow

Duolingo’s Mascot Mania

Duolingo, the language-learning app, has created a memorable presence on TikTok, thanks to its owl mascot. The mascot, which has a reputation for being an evil and persistent character, features in nearly every video, adding a fun and chaotic element to Duolingo’s content.

From showcasing the owl’s various threats to ensure users do their daily lessons to leveraging trending sound clips and popular video formats, Duolingo has effectively embraced a fun reputation.

What we like about it

  • Duolingo embraces unique aspects of its brand in its marketing content. Injecting humour and not taking yourself too seriously can make your content more relatable and engaging.
  • The audience was about to connect with the educational brand more because of their fun and entertaining marketing strategies on TikTok.

@duolingo I’m prioritizing ME this year #duolingo #languagelearning #dulapeep

@duolingo I’m prioritizing ME this year #duolingo #languagelearning #dulapeep ♬ original sound – Privacynbling

Key Takeaways

Understand Your Target Demographic before Marketing

Companies aiming to boost their mobile apps need to know their key demographic. As Gen Z spend more time on apps and are more likely to use mobile applications, targeting this group could lead to significant app downloads.

Leverage Social Media Platforms

Platforms like TikTok, heavily used by Gen Z, can be instrumental in promoting an app. As the platform is a hotbed for trends and viral content, it provides numerous opportunities for app promotion.

Utilise Influencer Marketing

TikTok influencers with a massive reach and engaged following can significantly increase app downloads. Their ability to resonate with their followers can provide higher conversion rates and a more significant impact on app downloads.

Social Proof Matters

TikTok influencers provide social proof within the right demographic. Their endorsement can add credibility to your app and increase the trust of potential customers.

To Conclude

The mobile app industry is an increasingly competitive market. As such, it’s crucial for brands to adopt innovative strategies to boost app downloads.

Leveraging the popularity of platforms like TikTok and capitalizing on influencer marketing is a proven way to engage with the right audience, particularly the app-savvy Gen Z demographic.

By understanding these key demographics and harnessing the power of influencers, brands can indeed enhance their visibility, credibility, and, ultimately, the number of app downloads. With a well-crafted marketing strategy, any brand can seize the tremendous opportunities that platforms like TikTok offer.

Need TikTok Marketing help?

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