TikTok:TheKeytohigher AppRetention
Preface
Attractinghigh-qualityuserswhoengagewiththeplatformforextendeddurationspresentsaconsistent challengeforadvertisers.Toaddressthis,wepartneredwithAdjustforanin-depthanalysis.Ourfindings revealedthatthetrafficoriginatingfromTikTokdemonstratesasignificantlyhigherretentionrate,lower ratesofuninstallation,alowerCostPerInstall,andincreasedsessionlengths.
Strategy1
AcquireHigh-QualityUsersonTikTok
DevelopcontenttailoredspecificallyforTikToktocaptivateabroadaudienceandincreaseuser engagementandinteractionwithadvertisedapps.ByleveragingTikTok,brandscantapintoarich sourceofpotentialuserswhoaremoreinclinedtodownload,engagewith,andretain.Thismakes TikTokasacrucialelementinthemarketingmixforadvertisersseekingtoimprovetheirstrategiesfor acquiringusersandbuildingadedicatedusercommunity.InourrecentanalysiswithAdjust,we foundthatTikTokdriveshighqualityusersatacheapercostcomparedtootherplatforms.
TakeadvantageofAppAdstoboostappdownloadsanduserengagement,particularlywith audiencesyou'vealreadynurtured.Additionally,categorizeandanalyzeuserswhointeractwithyour brandnaturally.. Nextsteps
Source:1Themobileappgrowthreport,2023,Adjust.TikTokMarketingScience,InternalMeta-analysis, EUI,2023,conductedbyAdjust
2
ReduceAppUninstalls
PreservingtheLifetimeValue(LTV)ofusersonyourappischallengingbutachievablebyreducing uninstallrates.Byengagingyouraudiencewithfreshoffers,rewardingloyalty,andnurturinga community,youcansignificantlyenhanceLTVfromyourcurrentuserbase.Additionally,TikTokʼsability toretargetusersefficientlyandeffectivelyenablesyourbrandtosustainandamplifythemomentum you'veestablished.
Nextsteps
Continuemarketinginitiativesthroughretargetingcampaignstoavoidlosingusers.Useconversion optimizationandvalue-basedstrategiestoretargethigh-valueusers,therebyboostingtheirloyalty.
Strategy3
EnhanceUserEngagementonTikTok
TikTokfostersastrongersenseofcommunityandconnectionamongitsuserscomparedtoother platforms,leadingto50%longersessiontimesontheapp.Brandsthatconsistentlyengagewiththeir audiencethroughcreativecontentonTikToknotonlyenhancediscoveryopportunitiesbutalso significantlyincreaseuserengagementtime.ThisindicatesTikTok'ssuperioreffectivenessasa platformfordiscoveryandengagement,surpassingotherchannelsintermsofbothcostefficiencyin useracquisitionandthequalityofuserengagement,asevidencedbythedurationoftimeusers spendontheapp.
Nextsteps
BoostyourbrandidentityonTikTokusingTTCX(TikTokCreativeExchange)program.Thisallowsyou tocollaboratewithpopularTikTokcreators,leveragingtheircreativecontenttoincreaseyourvisibility andreachamongusers.
Conclusion
Embracingatest-and-learnapproachallowsyoutorealizeandexplorenewpossibilitiesthat theplatformprovides.CrackthecodeforcreativesonTikTok&Weadvisecompletingyour SANconfigurationforTikTokandadoptingthesestrategiestoexpandyourcampaignsand achieveyourobjectivesontheplatform.
Source:1The
Appendix|EU
High-QualityUserson
Appendix|DACH
AcquireHigh-QualityUsersonTikTok
Uninstalls
Appendix|UK
AcquireHigh-QualityUsersonTikTok ReduceAppUninstalls
