Did you know that 92% of consumers trust recommendations from friends and family over all forms of advertising? This staggering statistic highlights the immense power that word-of-mouth marketing (WOMM) has in today's digital world, especially when it comes to mobile apps. In an ecosystem where millions of apps are fighting for users’ attention, understanding and leveraging word-of-mouth can be the differentiating factor that drives your app's success.

In this blog post, we'll dive deep into the world of word-of-mouth marketing for mobile apps. We'll explore its definition, importance, and how you, as an app developer or marketer, can use its potential to drive organic growth and success for your mobile application.

Defining Word-of-Mouth Marketing

At its core, word-of-mouth marketing is a process where happy users naturally share their positive experiences with others, driving organic growth for a product or service. In the context of mobile apps, word-of-mouth marketing occurs when users recommend your app to their friends, family, or colleagues, either in person or through digital channels.

The more traditional word-of-mouth relied on face-to-face interactions, but digital word-of-mouth marketing has exponentially amplified its reach and impact. Social media platforms, online review sites, and messaging apps have become powerful ways for users to share their app experiences with a large number of people.

The importance of WOMM in the app ecosystem cannot be overstated. In a crowded market with millions of apps, trust and personal recommendations are often the deciding factors in whether someone chooses to download and use an app. As an app developer or marketer, understanding and leveraging WOMM can be your secret weapon for standing out among all the other apps.

How Word-of-Mouth Marketing Works for Mobile Apps

Trust and Credibility

Credibility is the foundation of word-of-mouth marketing. If someone they trust recommends an app, people are far more likely to download and use it. This trust factor is further amplified when you take into consideration people’s concerns about privacy and safety, as well as device performance.

User-generated content plays a significant role in digital WOMM. App store reviews, ratings, social media posts, and online discussions all contribute to the overall word-of-mouth effect. When potential users see positive experiences shared by real people, it builds confidence in your app's value and reliability.

The Viral Loop

WOMM for mobile apps often creates a powerful viral loop. Here's how it typically works:

• Users download and enjoy your app.

• Users have a positive experience that exceeds their expectations.

• Being happy with the app, they naturally share it with their network.

• New users download the app based on these recommendations.

• The cycle now repeats, bringing new users and creating exponential growth.

This viral loop is fueled by social proof – the psychological phenomenon where people assume the actions of others reflect correct behavior. Simply put, when potential users see their friends, family, or respected influencers using and endorsing an app, they're more likely to try it themselves, perpetuating the cycle of growth.

How to use Word-of-Mouth Marketing

For Pre-Launch Buzz

Word-of-mouth marketing isn't just for apps that are already live. Savvy developers and marketers leverage word-of-mouth strategies even before their app launches.

Beta testing and early access programs are excellent ways to generate initial buzz, before you even officially launch. By giving a select group of users or influencers early access to your app, you create a sense of exclusivity and anticipation. These early users can provide valuable feedback and, if they like it, start spreading the word about your upcoming app.

Pre-launch campaigns, including social media sneak peeks, early reviews from tech journalists or influencers, can also kickstart the WOMM engine. The goal is to build anticipation and get people talking about your app before it's even available to the general public.

For Post-Launch Growth

Once your app is live, maintaining and amplifying word-of-mouth becomes crucial for sustained growth. This is where you should focus on user engagement. Giving regular updates, announcing new features, and responding quickly to customer support inquiries all contribute to keeping users satisfied and more likely to recommend your app to others.

Implementing some kind of loyalty program or rewards for active and long-term users can also encourage continued use and recommendations. When users feel valued, get rewarded and see continuous improvement in your app, they're more likely to become vocal advocates, driving organic growth through their networks.

How to Amplify Word-of-Mouth for Your Mobile App

Encourage User Reviews and Ratings

Make it easy and intuitive for users to leave reviews and ratings. You can implement subtle prompts within your app that ask happy users to share their experiences. However, be careful not to be too pushy or intrusive – the goal is to encourage genuine feedback, not annoy your users.

Equally important is how you handle the reviews you receive. You should respond to feedback, especially negative reviews, promptly and professionally. This will show that you value user input and are committed to improving your app, which can turn even critical users into future advocates.

Implement Referral Programs 

Referral programs can be powerful tools for amplifying WOM. By offering rewards or incentives for users who successfully refer new users to your app, you motivate your existing user base to become active promoters.

The key to a successful referral program is to make it simple and rewarding. The referral process should be user-friendly, requiring minimal effort from both the referrer and the new user. The rewards should be valuable enough to motivate sharing but not so generous that they attract users only interested in the reward. Those users are not valuable for you long term.

Advato is the simplest way to implement and grow a referral program in your app. Their plug-and-play SDK is ready to use in minutes, and the built-in growth features will work 24/7 on growing your app automatically. Sign up to try it out here.

Leverage Social Media

Social media platforms are ideal for amplifying word-of-mouth. Create engaging and fun content that users will want to share – this could be anything from helpful tips related to your app's functionality to useful tutorials and generally entertaining content that aligns with your brand.

Partner with Influencers

Influencer partnerships can significantly boost your WOMM efforts. The key is to identify influencers whose audience aligns with your target users. Ideally, these partnerships should feel authentic – the influencer should genuinely find value in your app and be able to communicate that value to their followers.

Collaborative campaigns with influencers can take many forms, from sponsored content to app challenges or exclusive offers for the influencer's followers. The goal is to leverage the influencer's credibility and reach to spark interest about your app among potential users.

Challenges and How to Overcome Them

Negative Word-of-Mouth

While positive WOMM can propel your app to success, negative word-of-mouth can be equally powerful in the opposite direction. It's crucial to be ready to address negative feedback quickly and effectively.

Design and streamline a customer support system that can quickly respond to and resolve user issues. Respond quickly, be transparent about problems and communicate clearly about how you're addressing them. Often, your approach to negative feedback can help turn even the harshest critic into a supporter.

Measuring Word-of-Mouth Impact

One of the challenges with WOMM is that it can be difficult to measure accurately. However, there are several strategies you can use to gauge its impact:

• Implement referral tracking in your app to see how many new users are coming from referrals. Tools like Advato do this for you automatically.

• Use social listening tools to monitor mentions of your app across social media and online forums.

• Conduct user surveys to understand how new users discovered your app.

• Keep an eye on your app's organic growth rates and see if you see any correlation with your word-of-mouth efforts.

The Future of Word-of-Mouth Marketing for Mobile Apps

As digital platforms continue to evolve, so will the opportunities to use word-of-mouth for app growth. New social media platforms and features create new ways for users to share their experiences. For example, the rise of short-form video content on platforms like TikTok, Instagram and YouTube offers exciting possibilities for app developers to showcase their products in creative, shareable and fun ways.

Building communities around your app is becoming increasingly important. These communities, whether on social media platforms, forums, or within the app itself, provide space for users to interact, share tips, and naturally advocate for your app. They also offer valuable insights into user needs and preferences, helping you continually improve your app and further increase positive word-of-mouth.

Conclusion

Word-of-mouth marketing is a powerful force in the mobile app market. By focusing on creating an exceptional user experience and implementing strategic WOMM tactics, you can drive organic growth and success for your app.

Remember, the most effective word-of-mouth marketing stems from genuine user satisfaction. Prioritize building an app that truly delivers value to your users, and you'll be well on your way to creating a base of enthusiastic advocates who will spread the word about your app far and wide.

And make sure to check out Advato.