Influencers

Influencers are individuals with the power to affect purchase decisions due to their authority, knowledge, or relationship with their audience.

Why it matters

Drive app installs and user engagement through trusted recommendations.
Enhance brand visibility and credibility in target markets.

How to measure

Track referral codes or links for conversion rates.
Monitor engagement metrics over campaign periods.

Details

In the mobile app ecosystem, influencers play a crucial role in user acquisition strategies. By leveraging their established audience, brands can reach potential users more effectively. Influencers often use deep links to direct their followers to specific app content, enhancing the user journey and increasing conversion rates.

For mobile engineers and growth teams, collaborating with influencers requires setting clear goals and metrics. It's essential to ensure that deep links are correctly implemented to track user actions from influencer campaigns accurately. This involves using tools like mobile measurement partners (MMPs) to attribute installs and engagement back to specific influencer activities.

Examples & formulas

A common scenario involves an influencer sharing a deep link in their content, leading users directly to a promotional offer within an app. This can be measured by the conversion rate of users who install the app and engage with the offer.

Common mistakes

Failing to track influencer-driven traffic can lead to inaccurate attribution. Use MMPs to ensure proper tracking.
Ignoring the influencer's audience alignment with your app's target demographic can result in low engagement. Choose influencers whose audience matches your user persona.