TikTok: The Key to higher App Retention Preface Attracting high-quality users who engage with the platform for extended durations presents a consistent challenge for advertisers. To address this, we partnered with Adjust for an in-depth analysis. Our findings revealed that the traffic originating from TikTok demonstrates a significantly higher retention rate, lower rates of uninstallation, a lower Cost Per Install, and increased session lengths.
Strategy 1
Acquire High-Quality Users on TikTok Develop content tailored specifically for TikTok to captivate a broad audience and increase user engagement and interaction with advertised apps. By leveraging TikTok, brands can tap into a rich source of potential users who are more inclined to download, engage with, and retain. This makes TikTok as a crucial element in the marketing mix for advertisers seeking to improve their strategies for acquiring users and building a dedicated user community. In our recent analysis with Adjust, we found that TikTok drives high quality users at a cheaper cost compared to other platforms.
CPI
-38%
-32%
-52%
Education
Entertainment
Finance
Next steps
Take advantage of App Ads to boost app downloads and user engagement, particularly with audiences you've already nurtured. Additionally, categorize and analyze users who interact with your brand naturally..
Source: 1The mobile app growth report, 2023, Adjust. TikTok Marketing Science, Internal Meta-analysis, EUI, 2023, conducted by Adjust