Most mobile apps fail because they can't attract or retain users effectively.
When coupled with traditional marketing strategies that are quickly falling short in the age of AI, brands risk falling even further behind.
In our latest podcast episode, we invited Sean Casto, the founder of PreApps, a leading full-service mobile app marketing agency, to discuss how agencies can adopt smarter tactics to drive app success.
Top insights from Sean Casto:
- Micro-influencer partnerships work better than influencers with massive followings as they have deeper connections with their audiences
- AI-driven personalization and app store optimization can no longer be ignored if brands want to stay ahead
- App developers and marketing agencies must aim for mutual success and know what pitfalls to avoid
Who Is Sean Casto?
Sean Casto is the founder of PreApps, a leading app marketing agency responsible for millions of app downloads. With experience working with brands like Candy Crush and Netflix, Sean helps app creators scale their downloads organically through his App Marketing Academy, serving clients in 80 countries. A sought-after speaker, he has presented at major conventions and been featured in media outlets like The Huffington Post and Entrepreneur Magazine.
Traditional client-retention strategies are no longer producing the desired results — Sean confirmed that many agencies already suspect this but are reluctant to act on new emerging trends.
“In terms of unconventional strategies, the top priority is to leverage niche social media platforms. We've found that agencies are increasingly turning to less crowded platforms like Reddit, Discord, or Clubhouse to create highly engaged, targeted, and authentic conversations with niche communities.”
This trend is supported by DesignSensory’s recent article, which highlights the growing popularity of niche platforms. These smaller, more niche social media platforms can offer that breath of fresh air that brands and social media marketers seek, and provide additional ways to connect with their audience.
Discord communities, called servers, hit 19 million in 2023, allowing you to create a brand server, foster a strong connection with your community, boost user-generated content, and collaborate with influencers.
And, of course, talking about influencers, they are instrumental in generating sales, but not just those with massive followings. Truth is, agencies should focus on micro-influencers, who often have a deeper, more trustworthy connection with their followers.
“Strategic micro-influencer partnerships, rather than influencers with massive followings, focus on connecting with micro-influencers to reach extremely loyal and engaged audiences in specific verticals.”
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Shocking Truth: 95% of Mobile Apps Are Ditched Within a Month!
When we talk about authenticity and connection, we’re also talking about apps. One of the best pieces of advice Sean shared is that a successful app starts with putting customer needs first, not just focusing on revenue.
Apps that solve real problems and prioritize user experience — through intuitive design, fast load times, and smooth onboarding — are the ones that succeed.
According to Andrew Kucheriavy, the founder and CEO of Intechnic, 52% of users said a bad mobile experience made them less likely to engage with a company. 80% of users abandon a mobile site if they have a bad user experience, and 95% of mobile apps are abandoned within a month.
Moreover, a successful app launch requires early planning, a multi-channel marketing strategy, and validation processes to ensure sustained growth.
“Apps that thrive have a laser-focused understanding of their audience and solve a real problem, rather than being just another copycat dating app. Those that fail often lack this clarity and try to be too many things at once or simply copy something that already exists.
The reality is that anyone can create an app these days, but if an app's first-time user experience isn't flawless, retention will plummet.”
Sean emphasized that scalability and user acquisition require a thorough strategy that involves optimizing app titles, descriptions, keywords, and images (such as screenshots and videos).
Analytics, on the other hand, is essential for enhancing app experiences and understanding user behavior.
Credibility is key in today’s competitive market.
To scale effectively, paid advertising on platforms like Apple, Google, Facebook, and TikTok is essential for finding the best channels for user acquisition.
Sean also highlighted common pitfalls agencies face, such as treating App Store Optimization (ASO) as a one-time task when it should be ongoing. With most app downloads originating from app store searches, ASO is vital for discoverability.
Partnering with experts in mobile app design and development can further enhance an app's visibility and user experience, ensuring long-term success.
Catch the full conversation with Sean Casto over on Spotify:
According to a report by Appradar, approximately 65% of apps are downloaded as a result of users searching within app stores.
Constantly improving how an app appears in the store — through strategies like A/B testing to see which versions perform better — can significantly boost downloads over time.
Additionally, combining ASO with paid search ads on Google and Apple maximizes visibility while lowering the cost per download.
“Incorporating a robust search ads component, specifically through Google and Apple search, is essential. App store optimization should be viewed as an ongoing process rather than a one-time effort, as many tend to approach it.
It's also important to A/B test assets against one another to achieve the highest conversion rates. Additionally, having a roadmap for the next six to twelve months, instead of just one or two months, is crucial for effective optimization.”
84% of Marketers are Embracing AI — Are You?
Moreover, much of this success can be easily achieved and enhanced with the support of AI. Agencies should invest in AI tools to deliver more relevant and engaging content for clients.
“To stay ahead of the curve, AI will always be the focus for the future. Having AI-driven personalization will be key to maintaining that advantage.”
According to Statista, the integration of AI into marketing strategies is projected to increase, with approximately 84% of marketers currently utilizing it for this purpose.
Additionally, enhancing user experience (UX) is also a key focus, as 80% of marketers identify it as a top application for AI.
Major players like Amazon and Netflix use AI to analyze customer data and deliver personalized suggestions, significantly enhancing user engagement and loyalty.
“Agencies must invest in AI tools to create more relevant, automated marketing experiences at scale that are both personalized and engaging. Leveraging AI will enable them to reach their goals faster by using these automated tools for A/B testing, split testing, and managing creatives and copy,” Sean says.
Developer-Marketer Partnerships Drive App Success
Ultimately, Sean reinforces that successful app launches hinge on strong developer-marketer partnerships.
“Strong partnerships are built on trust, transparency about expectations and challenges, and mutual support. Establishing clear communication channels allows for regular check-ins and transparent reporting to ensure alignment with each partner's goals.
It's essential to have a mutual understanding of KPIs and to agree on key performance metrics early in the partnership so that everyone is aware of the goals. Additionally, collaborating on messaging and creative strategies is crucial to maintain consistency between the app's functionality and its marketing.”
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