Hi there,
Thanks for reaching out, happy to give you some initial thoughts and guidance on your advertising strategy for your hiking app. I've seen this sort of thing quite a few times, so hopefully I can give you some advise.
We'll need to look at your ad creative
Firstly, zero app downloads from Meta ads is a worry. I'd say the very first thing you'll want to double-check is your ad creative and targeting. Have a real think about whether you're using eye-catching, high-quality images or videos that show off the joys of hiking? Think stunning mountain views, close-ups of boots on a trail, that kind of thing. If you're just using generic stock photos, that probably won't cut it. Are you really drilling down into specific hiking interests? I remember working with a client who was selling fishing equipment, and initially they were only targeting people who 'liked fishing' rather than a more specific interest like 'fly fishing in the River Test'.
Your ad copy also needs to speak directly to hikers. Mention common challenges, maybe showcase how the app helps them overcome these challenges. Are you highlighting things like trail maps, safety features, community aspects, or whatever makes your app unique? Test different ad copy and image/video combinations, and see what resonates best with your target audience. Keep in mind what the user want's to see when browsing on the ad platform. What sort of media would resonate with them and get them to click?
I'd say you need to think about your audience
The second thing I would look at is your target audience and the way you're reaching out to them.
Make sure you're targeting the right hikers. Don't just target everyone who likes "outdoors". Drill down into their interests. Are there specific brands of hiking gear that they love? Specific hiking locations or trails that they frequent? Specific hiking styles (e.g., thru-hiking, day hiking, mountain climbing)?
Use Meta's detailed targeting options to narrow down your audience and make sure you're only showing your ads to people who are genuinely interested in hiking. You can use layered targeting with AND/OR conditions to target people who are interested in a brand of hiking boots AND mountain climbing. This can help narrow your audience to a really niche target audience. Have a think about whether there are any other potential interests that you could target or exclude. Testing the targeting is absolutely essential.
Even consider uploading a customer list to your account to create lookalike audiences, based off your previous customers. This will really help to narrow your audience.
You probably should test and try micro-influencers
Influencer marketing could be a good avenue to explore, but you'll need to be strategic about it.
Firstly, steer clear of generic "influencers" or "influencers" who don't actually partake in hiking. These types of 'influencers' usually have very little reach, or the audience won't be the correct people to engage with the advert.
You'll probably see a much higher return if you work with micro-influencers who have a smaller but much more engaged audience in the hiking niche. These will usually be influencers with only a few thousand followers. But that's okay, as you will get a much better return. Don't look at follower count, but look at engagement rate. How many users are actively engaging with the posts? Are they interacting and leaving comments?
It's also really important to review your return on investment on influencer marketing. You need to decide on your main goal, and decide how you are going to measure whether the influencer did a good job or not. A good way to measure this is by giving the influencer their own unique discount code and see how many of these discounts get used. Did the post drive any sales? Did the post drive any app downloads? Are you seeing an uplift in engagement after they posted?
Make sure they're actually creating good content that's engaging, too. Check their engagement rates and post quality before committing. Low quality images and videos could have a deterring effect.
You'll need to think about other channels
If Meta isn't working, don't be afraid to explore other channels. Depending on your budget, you could try:
- Other Social Media Platforms: TikTok, Instagram, etc.
- Hiking Forums and Communities: Participate in relevant online communities and forums.
- Partnerships: Collaborate with other hiking-related businesses or organizations.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Meta Ads Creative | Use high-quality photos and videos showcasing the beauty of hiking. Highlight unique app features that solve hiker problems. |
| Meta Ads Targeting | Drill down into specific hiking interests and behaviors. Use layered targeting to narrow down your audience. |
| Influencer Marketing | Focus on micro-influencers with engaged hiking audiences. Track the performance of influencer campaigns with unique discount codes. |
| Channel Diversification | Explore other social media platforms, hiking forums, and partnerships. |
I know this can all feel a bit daunting, but it's about experimentation and finding what works best for your app and your target audience. You might benefit from working with someone with expertise in scaling software campaigns. I remember one app campaign we worked on, we managed to drive over 45,000 signups at under £2 each using Meta Ads, TikTok Ads, Apple Ads and Google Ads.
Anyway, I hope that gives you a good starting point. If you'd like a more in-depth review of your current strategy and some tailored recommendations, feel free to book in a free consultation, I'd be happy to take a look.
Regards,
Team @ Lukas Holschuh
