How to boost app downloads and installs: reliable strategies

An app’s success is defined by its revenue, which hinges on the number of downloads. High download rates not only reflect an app’s popularity but also its reach and potential profitability. In 2024, approximately 137.8 billion apps and games were downloaded globally—with Google Play accounting for 102.4 billion downloads (74%) and the iOS App Store contributing 35.4 billion (26%). With over 4 million apps competing for attention across both stores, standing out requires a strategic, data-driven approach.

In this comprehensive guide, we present 15 essential strategies to enhance your app’s visibility and appeal, driving more downloads and revenue. Each strategy is backed by the latest 2024-2025 benchmarks and industry data. Remember that consistent effort and adaptability are key—what works today may need refinement tomorrow.

1. Optimize your app store listing (ASO)

App Store Optimization remains the foundation of sustainable app growth. With 70% of App Store visitors using search to discover new apps and 65% of downloads occurring immediately after a search, your listing’s optimization directly impacts your success.

Understand your audience

Your App Store page should answer the key questions users have as they scroll through thousands of apps: Does this app do what I need? Will I get results? How simple is it to use? How much does it cost? Tailor your listing to resonate with your specific audience—a gaming app for teenagers requires different visuals and language than a productivity app for professionals.

Use relevant keywords strategically

Research shows that about 41% of top iOS apps and 47% of top Android apps include keywords beyond their brand name in titles. Keywords in the title carry the strongest weight for ASO indexation on both platforms. Use a format like “BrandName – Brief Description” (e.g., “Calm – Meditation and Sleep”).

ASO checklist: iOS vs Android differences

Design eye-catching visuals

Top-performing apps update their screenshots 2-4 times per year, while games update up to 8 times annually. A/B testing screenshots can improve conversion rates by 15-35%. Your icon serves as your app’s logo—make it distinctive, memorable, and reflective of your app’s purpose. Remember: 90% of users check reviews before downloading, so maintaining a 4.0+ rating is essential for visibility and featuring.

2. Leverage social media marketing

Social media remains one of the most effective user acquisition channels because users consume content on the same devices they use to download apps—creating zero friction in the conversion path.

Create shareable content

Build your app’s social media presence with content that encourages sharing. Short-form video dominates in 2025—TikTok, Instagram Reels, and YouTube Shorts command the largest share of marketing budgets for awareness campaigns. Use visually appealing graphics, compelling stories, and interactive elements like quizzes or polls. Analyze which post types receive the most engagement and continuously adapt your strategy.

Run targeted ads

Effective social advertising requires deep understanding of your target audience. Utilize the detailed targeting options provided by Meta, TikTok, and Google to reach specific demographics, interests, and behaviors. Implement tracking to monitor ad performance and continuously refine your approach.

Cost Per Install (CPI) by advertising channel

Influencer marketing typically delivers 50-70% lower CPI than paid social when the audience match is right, plus 23-37% higher retention rates.

3. Collaborate with influencers

The influencer marketing industry has grown to $24 billion in 2024 and is projected to reach $32.55 billion by the end of 2025—a 35% year-over-year increase. For mobile apps, 83.8% of marketers report that customers acquired through influencer marketing are higher quality than those from other channels.

Influencer tiers: Cost and effectiveness comparison

Effective influencer strategy:

1. Find influencers whose audience matches your target users. Mid-level influencers often provide the best price-per-audience ratio.
2. Analyze engagement rates (likes, comments, shares)—divide follower count by 10 to estimate actual promo audience.
3. Use performance-based compensation—49.6% of brands now prefer commission-based partnerships.
4. Encourage storytelling that mirrors real user scenarios.
5. Track results using UTM links, but add 35-50% to tracked downloads (many users go directly to the store).
6. Build long-term relationships—consistent mentions from trusted influencers drive organic growth.

4. Master short-form video strategy

Short-form video has become the dominant format for app discovery, especially among younger demographics. TikTok regained its position as the most downloaded app in 2024, and 27% of Gen Z users engage with influencers specifically on TikTok—nearly double the rate of other platforms.

TikTok nano-influencers (1K-19K followers) see an average engagement rate of 18%—the highest among all social media platforms. This makes TikTok particularly effective for app promotion, especially when combined with trends, sounds, and challenges that resonate with your target audience.

Key tactics: Create native-feeling content that showcases your app in action. Use trending sounds and hashtags. Partner with creators who naturally fit your app’s use case. Cross-post optimized versions to Instagram Reels and YouTube Shorts to maximize reach.

5. Leverage social commerce

Social commerce is reshaping app discovery and monetization. 78% of TikTok users have purchased a product after seeing it in creator content, and 45% of marketers plan to use TikTok Shop in 2025. While TikTok Shop is primarily for physical products, the principle applies: users increasingly make decisions directly within social platforms.

For apps, this means creating shoppable content that leads directly to app store pages, using discount codes promoted by creators, and leveraging the trust built through authentic creator relationships to drive downloads.

6. Implement referral programs

A referral program is essentially a cost-efficient influencer marketing program at scale. The premise is simple: existing users attract new users via tracked links, and you reward them for each successful referral. The key is making the process simple and the rewards attractive enough to motivate participation.

Provide users with unique referral links or codes they can easily share. Consider offering in-app credits, premium features, or exclusive content. Be cautious of fraud—implement verification mechanisms to ensure referrals are genuine users, not bot farms or abuse.

7. Utilize content marketing

Content marketing extends beyond social media to include blogs, guides, and educational content that improves your search visibility and establishes authority. High-quality, SEO-optimized content related to your app’s niche drives organic traffic that converts to downloads over time.

Guest posting on established platforms allows you to tap into existing audiences while building backlinks that improve your site’s SEO. Focus on topics that are genuinely valuable to your target audience—helpful content builds trust that translates to downloads.

8. Optimize for search engines

Not everyone discovers apps through the stores—many use traditional search engines. This is especially important for Google, which indexes both its search engine and Play Store, sometimes displaying apps directly in search results. A strong web presence complements your ASO efforts and captures users earlier in their discovery journey.

9. Offer a free trial or demo

If your app is paid or subscription-based, offering a free trial significantly increases downloads. Users want to experience value before committing. Make the trial period clear (7-14 days is typical), highlight it prominently in your screenshots and description, and ensure the transition to paid is smooth—perhaps with an exclusive offer for those upgrading.

Use tools like Adapty’s Paywall Builder to A/B test different trial offers and optimize conversion. Consider “reverse trials” where users get full access initially, then features are restricted—this can increase perceived value.

10. Encourage user feedback and reviews

Having a high rating and genuine positive reviews is essential—around 90% of users check reviews before downloading. Apps rated below 4.0 have significantly reduced visibility, while 90% of featured apps on both stores have ratings of 4.0 or higher.

Ask for feedback at the right moment—after a user completes a meaningful task or has a positive experience. Use iOS’s SKStoreReviewController for in-app prompts. Never interrupt during frustration. Respond to all reviews (positive and negative) to show you’re listening and actively improving.

11. Regularly update your app

Regular updates signal commitment to users and app store algorithms alike. Updates should respond to user feedback, fix bugs, and introduce new features. The update notes themselves are a communication channel—show personality, highlight key improvements, and demonstrate that real people are behind the app.

Both Apple and Google favor apps with strong engagement metrics, including update frequency. Apps that actively update see better ranking signals and are more likely to be featured.

12. Localize your app

Localization goes beyond translation—it means understanding local culture, slang, and preferences. People trust content in their native language more, making them more likely to download. A localized App Store page with culturally relevant screenshots, local memes, and region-specific use cases can dramatically boost conversion rates.

13. Participate in app awards and contests

Winning or being nominated for app awards lends credibility from industry experts. This recognition can be leveraged in marketing materials and your App Store listing. Being associated with awards signals to users and potential partners that your app is noteworthy. The most prestigious recognition comes from Apple’s App Store Awards and Google Play’s Best Of awards.

14. Develop a platform-specific strategy

iOS and Android users behave differently, and your UA strategy should reflect this. iOS users spend 7.4x more monthly on apps, but acquisition costs are 38% higher (average CPI of $4.70 vs $3.40 for Android). iOS Day 30 retention is 46% better than Android, often making the higher CPI worthwhile for subscription apps.

iOS vs Android: User acquisition comparison

For subscription apps, iOS typically delivers better LTV despite higher CPI. For ad-supported or volume-dependent apps, Android’s lower costs and larger user base may be more efficient.

15. Use analytics to continuously refine

Analytics is the meta-strategy that powers all others. Track app performance, user behavior, and marketing effectiveness to continuously refine your approach. Key metrics include CPI, CAC, LTV, retention rates, and conversion rates at each funnel stage.

In a post-ATT world, attribution has become more challenging on iOS. SKAdNetwork provides limited, delayed data compared to pre-iOS 14.5 tracking. Focus on first-party data, contextual targeting, and probabilistic modeling to fill the gaps. Influencer marketing and ASO have gained importance as privacy-friendly channels with more reliable measurement.

How Adapty helps boost app downloads and revenue

Adapty is designed to help mobile apps maximize revenue through subscription analytics, A/B testing, and paywall configuration. While downloads are the first step, converting those downloads into paying users is where sustainable growth happens.

Key features:

• Paywall A/B testing: Compare pricing options across countries and products to optimize revenue without impacting growth.
• Paywall builder: Visual WYSIWYG editor for rapid deployment of multiple paywall variants—test pricing, benefits, and CTAs without code changes.
• Subscription analytics: Track the performance of each subscription product and understand what’s driving revenue.
• Predictive analytics: Forecast potential revenue and LTV of your user base to inform acquisition spending.

Better monetization leads to happier users who recommend your app to friends, creating a virtuous cycle that drives organic downloads alongside your paid efforts.

Conclusion

Driving app downloads in 2026 requires a multi-channel approach that combines ASO fundamentals with emerging tactics like short-form video and social commerce. The landscape has shifted—with 137.8 billion downloads annually and AI reshaping both creation and discovery, the apps that succeed are those that adapt continuously.

Focus on sustainable growth channels like ASO and influencer partnerships that deliver high-quality users at efficient costs. Use analytics to understand what’s working, and don’t hesitate to shift budget toward channels showing the best ROI. Most importantly, remember that downloads are just the beginning—retention and monetization determine whether your app business truly succeeds.