6 Mobile App Marketing Trends in 2024 [Agency Insights]

In 2024, it feels like we’re at a major turning point in mobile app marketing. On one hand, people are spending more on apps than ever before, but on the other, marketers are all trying to wrap their heads around tighter privacy rules.

Trying to market your app now is like walking a tightrope, trying to figure out how to connect with folks in this new digital age we’re stepping into without losing the GDPR compliance race.

At the middle of this conundrum is TikTok, a platform that not only thrives on creativity and authenticity but also boasts an algorithm finely tuned to serve personalised content, making it the ideal stage for the next wave of digital marketing.

If you are an app marketer or looking to launch a mobile app in 2024, here are 6 trends that we have recognised. How do we know? We are House of Marketers; a mobile app marketing agency helping brands and apps find their target audiences using a mix of organic and paid media channels.

Let’s take a look at upcoming trends you need to be on the lookout for in 2024!

Mobile App Marketing Trends in 2024

1. Steer Towards Organic Engagement Due to Privacy Shifts

User data acts as currency, privacy concerns have significantly escalated. This change in the way businesses market is set to transform the digital marketing landscape because marketers, once reliant on extensive data tracking and personalised targeting through digital ads, now find these strategies limited by new privacy standards.

We are expecting a pivot towards strategies that emphasise organic reach and engagement along with refined paid advertising strategies.

As regulations like the GDPR and technological shifts like Apple’s App Tracking Transparency (ATT) framework become more prevalent, the traditional playbook of digital marketing is undergoing a shift towards organic marketing and reach coupled with paid ads. This transition underscores a growing necessity for content that authentically resonates with audiences, inviting user-driven distribution and engagement.

The essence of organic reach lies in its foundation on genuine connections and shared values, inherently aligning with privacy-friendly initiatives.

• Focus on building marketing strategies that foster genuine interactions with your audience. This involves creating content that resonates on a personal level, reflecting shared values and interests.
• Be creative and don’t be afraid to try new things out to capture and retain your audience’s attention. Think outside the box to create engaging content that stands out in crowded digital spaces.
• Develop a deep understanding of your audience’s preferences, behaviours, and engagement patterns. Use these insights to tailor your content strategies for maximum relevance and impact.
• Platforms like TikTok, with their sophisticated algorithms that favour genuine user engagement, should be at the forefront of your organic reach strategy. Utilise these platforms to amplify your content’s visibility and engagement.
• Embrace organic strategies that allow you to navigate the challenges posed by enhanced privacy measures. This involves adapting to privacy-friendly initiatives while maintaining effective audience reach.

Embracing the shift towards organic engagement reflects a fundamental adaptation towards personalised content. The essence of organic reach is grounded in genuine connections made possible by hyper personalised content and messaging.

2. Personalised Marketing FTW – Don’t Just follow Trends

Gone are the days of blanket marketing strategies where you could create an ad and send it out to the masses with high hopes of leads and engagement. In 2024, we’re expecting to see a shift in the way apps are marketed with hyper- personalisation.

TikTok leads this transformative wave, combining marketing with user experiences through a dance of personalisation and organic connection. TikTok’s approach to integrating marketing within its users’ content consumption cycles showcases a sophisticated blend of personalisation and organic engagement.

This “infinite loop of shopping” ensures that users are subtly retargeted with products and services that align with their previous interactions and preferences. The key to TikTok’s success lies in its ability to make these marketing messages feel like a natural part of the user’s content journey, enhancing engagement without disrupting the user experience.

At the core of TikTok’s personalised marketing strategy is the emphasis on authenticity and creativity. The platform encourages brands to think outside the traditional advertising box and to craft content that resonates on a personal level with their target audience. This might involve leveraging popular trends, participating in challenges, or utilising TikTok-specific features like Duets and Stitches, all while ensuring the content remains true to the brand’s identity and values.

The key for marketers looking to harness the power of TikTok’s personalised marketing is not just to follow trends but to adapt and own them. This requires a deep understanding of the platform’s culture and user base, as well as a commitment to creating content that is both genuine and engaging.

For marketers aiming to leverage TikTok’s model of personalised marketing, the challenge is not merely to follow trends but to uniquely interpret and make them their own.

• Collect data on user behaviour, preferences, and engagement to tailor content. Just like Spotify who turned user data into a fun trend on TikTok. Currently, #SpotifyWrapped has 13.3M posts on TikTok.

@tenillearts My @Spotify wrapped is making me feel all of the feels. Thank you for listening!! ❤️ New music coming soon! #spotifywrapped #greenscreen ♬ Wonder Woman – Tenille Arts

• Stay attuned to the evolving trends and preferences within the TikTok community, adjusting your content strategy to remain relevant and compelling.
• Design content that invites active user interaction, be it through challenges, hashtag campaigns, or direct calls to action that spur users to contribute their own content.
• Incorporate feedback and reviews into your content strategy. Highlighting user-generated content or addressing common questions in your blog posts or social media can make your audience feel heard and valued.
• Add storytelling as a critical component of your strategy, using TikTok as a platform to weave engaging brand narratives that captivate and educate users.

Transitioning from recognising the imperative of organic reach to understanding the power of personalised marketing on platforms like TikTok reveals a comprehensive approach to engaging modern audiences. It underscores the necessity of not only adapting to privacy regulations but also leveraging these platforms’ unique capabilities to foster deeper, more meaningful connections with users.

3. Embrace AI for Analysing and Targeting Users

In 2023, the landscape of creativity and marketing was undeniably dominated by AI, with tools like ChatGPT, Gemini, and Midjourney emerging as key instruments for creatives and marketers alike. Their significance has only grown, becoming more crucial in today’s evolving app marketing trends. Beyond just fueling content creation, these AI tools have been instrumental in refining and streamlining marketing strategies, highlighting their indispensable role in the current and future marketing toolkit.

Today, the trajectory of app marketing is undeniably shaped by the continued integration of artificial intelligence within the marketing efforts. AI’s influence spans across several dimensions of app marketing, from automating and personalising user engagement to providing invaluable insights through predictive analytics.

Artificial intelligence (AI) is emerging as a crucial ally, poised to revolutionise traditional workflows and streamline processes. At House of Marketers, we’ve witnessed firsthand the transformative power of AI in the realm of app marketing. Our journey with AI tools such as Canva AI Image Generator, Adobe Sensei, and Jasper AI has reshaped how we conceive and execute our creative strategies. These technologies have not only streamlined our workflows but have also unlocked new levels of creativity and efficiency, allowing us to produce compelling advertising materials with unprecedented ease.

For app marketers looking to harness AI effectively, consider these strategic suggestions:

• Utilise AI to analyse user data and deliver personalised purchase recommendations, enhancing the user experience with tailored suggestions.
• Employ AI to refine your monetisation approach by analysing past user behaviours, ensuring that monetisation efforts are as effective as possible.
• Implement AI-driven systems to send automated, personalised notifications to users, boosting engagement by ensuring that all communication is relevant to the recipient’s interests and preferences.
• As we move through 2024, anticipate the continued growth and integration of AI in app marketing tools, making AI a standard feature in your marketing toolkit.
• Recognise AI’s role not as a future possibility but as a current necessity that is already transforming the app marketing landscape, and plan your strategies accordingly.

While the integration of AI for data analytics and understanding user behaviour offers a tremendous advantage, it’s crucial not to overlook the enduring value of genuine human interactions. This balance brings us our next trend – increased importance of User-Generated Content (UGC) and influencer marketing for app promotion.

4. Influencer Marketing and UGC’s Increased Importance

Influencer partnerships and user-generated content (UGC) has been around for a while and it will continue to serve as powerful tools for building trust and influencing purchase decisions among users in 2024 as well.

TikTok’s ecosystem fosters a more natural integration of brand messages, propelled by voices that users already know and trust, without resorting to overtly promotional tactics.

Influencers, particularly those with niche followings will continue to wield considerable sway, with their recommendations often prompting users to try new products or services. Successful TikTok campaigns leverage this dynamic, encouraging the creation of UGC that aligns with the brand’s message while fostering a sense of community and authenticity.

Take Duolingo and Merge Mansion, for example. They’ve mastered this balance beautifully. By combining AI’s efficiency with authentic stories from real users and influencers, they’ve created marketing magic. It’s not just about being seen anymore; it’s about making a genuine connection, telling a story that resonates.

So, what’s the takeaway for app marketers? It’s all about finding that sweet spot. Use AI to get the grunt work done, sure, but don’t forget to weave in those real, relatable human experiences.

In navigating this complex yet exciting terrain, app marketers are encouraged to:

• Utilise AI for backend analytics and efficiency while foregrounding human stories and experiences in your marketing content.
• Select influencers who embody your brand’s values and can convey your message with authenticity and relatability.
• Create platforms and opportunities for users to share their stories and experiences, making UGC a cornerstone of your marketing strategy.

This natural blend of influencer marketing and UGC sets the stage for the next evolution of advertising on TikTok: creative advertising. As brands navigate the shift towards more authentic and trust-based marketing strategies, the transition to creative advertising becomes a natural progression.

5. Creative Advertising Will Continue to Take the Cake on TikTok

TikTok has redefined what ads can be — from mere interruptions to engaging narratives that users actively seek out and enjoy. We are expecting this trend to continue. With AI generated content and images everywhere, there’s been a growing hunger for something more human, more genuine and if you are doing something out of the box for your ads, your app is bound to find its audience, engage them and captivate them.

• Embracing TikTok’s array of creative tools allows brands to produce content that stands out. Whether it’s through the magic of transition videos, the allure of lip-sync challenges, or the immersive experience of AR filters, the platform offers a canvas for creativity that can elevate brand messaging into memorable storytelling.
• TikTok’s auditory experience is unparalleled, with soundtracks acting as powerful conduits for emotional connection. Brands that skillfully integrate music and sound effects into their campaigns tap into a deeper level of engagement, creating moments that linger long after the ad ends.
• Leveraging TikTok’s culture of challenges invites community participation, turning audiences from passive viewers into active creators. This engagement not only amplifies reach through user-generated content but also strengthens the bond between brands and their audiences, fostering a sense of belonging and loyalty.

Looking ahead, blending innovative storytelling with community engagement will be crucial. Leveraging TikTok’s unique features alongside fostering vibrant online communities around your app will not only captivate but also cultivate lasting user connections.

6. Social Integration and Community Building is the Future

Just as integrating social features within games can significantly enhance user engagement, fostering an online community around your app on social media platforms plays a crucial role in attracting, engaging, and retaining both new and existing users. Platforms like TikTok amplify the power of community building beyond the game or app itself, highlighting the necessity for brands to cultivate vibrant, interactive spaces where users can connect, share, and feel a part of something larger.

One of the most potent aspects of integrating social features into mobile games is the potential for organic growth. Players become advocates, sharing their in-game achievements, streaming their gameplay, and inviting friends to join the adventure. This organic spread of content across social networks acts as a powerful marketing tool, amplifying the game’s visibility and attracting new players through trusted social circles.

• Identify where your target audience spends their time online and establish a presence there. Whether it’s TikTok, Instagram, Facebook, or niche forums, being where your users are is the first step in community building.
• Create content that invites user interaction, such as polls, contests, Q&A sessions, and user-generated content challenges. Recognising and showcasing user contributions fosters a sense of belonging and appreciation.
• Offer your community exclusive insights, sneak peeks, and rewards. This not only keeps the community engaged but also gives them reasons to stay active and advocate for your app.
• Ensure that your interactions within the community are genuine and that feedback, questions, and concerns are addressed promptly. Authenticity builds trust, which is foundational to any strong community.
• Highlighting user stories, testimonials, and experiences can significantly humanise your brand and make your community feel connected not just to your app but to each other.

Take a look at our case study on Merge Mansion and Duolingo, where we uncover the intricacies of their TikTok journey and lessons for the marketers looking to market their apps. Through strategic use of the platform’s unique features, they’ve crafted campaigns that resonate on a personal level, driving impressive results that underscore the efficacy of creative engagement.

To Conclude

As we move forward, it’s clear that the future of app marketing will be characterised by deeper personalisation, more authentic engagement, and creative storytelling.

These strategies not only align with the privacy-centric direction of the digital landscape but also cater to the evolving preferences of consumers who value authenticity and personal connection. By embracing TikTok’s innovative marketing potential, brands can forge meaningful relationships with the next generation of consumers, setting the stage for long-term engagement and growth.

Want to explore how TikTok can help you market your app? Explore Our App Marketing Services and Transform Your Marketing Strategy Today!