Driving app sharing through social media integration - Smile Machine
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Driving app sharing through social media integration

Driving app sharing through social media integration

Apps and Mobile go together. Social and Mobile go together. So it follows that people will share their apps on social media, right?

Unfortunately not…

The app world is complex and what seems like a straight forward UX step of placing a ‘share’ button in an optimised screen position may not produce the growth through social channels which you desired for your app.

There are a lot of different ways to use apps in your business. For some the app is the business. Companies in this camp are those with app revenue models such as:

  • Free apps with in-app purchases
  • Paid apps without in-app purchases
  • Paid apps with in-app purchases

Music, entertainment, and gaming apps are the most active categories of apps and generally get used for longer periods of time, whereas travel and lifestyle apps have the highest monthly launch rate. Besides in-app purchases, these apps may generate revenue through eCommerce, advertising, contracts, or through subscriptions.

Whichever way you use the app in your business, a universal question is how do you create the deeper level of engagement required to drive the spread of it through social channels?

Leveraging the power of creativity and achievement

A good way of creating deeper levels of engagement is by enabling people to express themselves creatively with your app. Video functionality readily lends itself to this. The rapid growth of Snapchat, Instagram Stories, and Facebook Live demonstrate the power of the moving image well.

Static images also work well. ‘iPhoneography’ is an art form all of its own and even the mighty Adobe put out Photoshop Express to compete against other apps playing in this segment of the market.

For the musically minded, but not necessarily proficient or gifted, music production apps like GarageBand provide endless creative possibilities.

Part of the success of image and/or audio based apps is they combine and make the most of hardware technology features, particularly of Apple mobile devices. HD cameras; noise-cancelling microphone(s); digital audio; Retina and 4K screen technology. This not only allows people to create in high quality (HQ) but also to consume in HQ.

It’s not just about creativity

However, it’s not all about audio and/or visual creativity. ‘Achievements’ may also be about sharing personal performance in socialised activities such as exercise, education and leisure pursuits. Broadcasting the fruits of creative endeavours and general achievement is a natural instinct. When people have something to express, it follows they want to share it.

Yet another aspect here is that what is created is content. This can be posted on social platforms, blogs and even offered for licensing in image libraries. Musical content may end up on SoundCloud.

For some apps it may not be readily obvious how creative functionality might be integrated. But then that’s what creative agencies which specialise in mobile are for.