Hi there,
I'm happy to give you some initial thoughts and guidance on marketing your GenZ app, especially focusing on organic strategies. It sounds like you've got an app with potential, especially if it taps into current viral trends. Getting the initial marketing right is important, and focusing on organic growth can be a really good shout at this stage.
We'll need to look at content ideas...
Content is going to be your bread and butter for organic growth, particularly video content. Gen Z lives and breathes short-form video, especially on platforms like TikTok. I'd say you'll need to really think about creating content that resonates with this audience. Forget polished ads; think authentic, relatable, and funny. Can you create skits demonstrating how your app solves a problem? Humour usually works well, but it's gotta be the right kind of humour - not too try-hard, like a proper laugh, innit?
With video editing, make sure you don't just hire any old editor; you're gonna need someone that knows whats what, trends wise, and understands what GenZ's like, and understands what they are actually into. Ideally, find someone who's actually a part of your target audience.
I'd say you should consider micro-influencers...
Influencer marketing can be effective, but you need to approach it strategically. Gen Z is generally sceptical of traditional advertising and celebrity endorsements. Micro-influencers – those with smaller, more engaged audiences – can be a much better shout. The key is to find influencers who are genuinely passionate about your niche and have a real connection with their followers. Don't look at follower counts alone; engagement is far more important. Do they have proper fans or is it just bot followers?
Consider gifting your app to relevant micro-influencers and encouraging them to create content showcasing its features. User-generated content (UGC) from influencers feels more authentic and can be incredibly persuasive. Make sure you give them some proper freedom over the content they create. Don't try to over-script it; trust them to know what their audience will respond to.
You probably should harness word-of-mouth marketing...
Never underestimate the power of word-of-mouth marketing. It's still one of the most effective ways to grow organically. I'd say you should focus on creating a remarkable user experience that encourages people to share your app with their friends. Implement a referral program to incentivise users to spread the word. Offer rewards for referrals, such as premium features or in-app currency. Make it easy for users to share your app on social media and through messaging apps.
Run contests and giveaways to generate buzz and attract new users. Encourage users to create and share content related to your app. I think you should highlight user testimonials and reviews to build trust and credibility.
You'll need to do your research and learn...
Alright, so lets talk learning more about the current trends for Gen Z. You need to learn all about what apps Gen Z are loving, and how they are using these apps to make themselves famous on TikTok. Have a look at what some of the best performing influencers are doing on their content, and how they use video editing to achieve this. It takes quite a lot of practice and patience, I can tell you that much!
You'll need a community...
Community building is also key for organic growth. Create a space where users can connect, share feedback, and support each other. This could be a forum, a Facebook group, or a Discord server. Actively engage with your community, respond to questions and comments, and solicit feedback on your app. A thriving community not only provides valuable support but also helps to build brand loyalty and advocacy.
Running community events and challenges can be a great way to keep your community engaged. You could host online workshops, Q&A sessions with your team, or user-generated content contests. Recognise and reward active community members to encourage participation and foster a sense of belonging.
You'll need to be patient...
Organic growth takes time and effort, so don't expect overnight success. Remain patient and persistent. Track your results and be prepared to adapt your strategy as needed. Analysing what's working and what's not, then refining your approach is key. I can't stress enough how important this is.
Don't be afraid to experiment with different tactics and see what resonates best with your target audience. Stay up-to-date with the latest trends in social media and influencer marketing. What worked yesterday may not work today, so you need to stay agile and adapt to change.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Content | Focus on creating authentic, relatable, and funny short-form video content for TikTok. |
| Influencers | Partner with relevant micro-influencers with engaged audiences. |
| Word-of-Mouth | Implement a referral program and encourage users to share your app. |
| Community | Build a community space where users can connect and support each other. |
Implementing these strategies can significantly boost your app's organic growth. It will require dedication and creativity, but the results can be well worth the investment. There are some companies in the UK that will handle all of this for you, though they will cost a pretty penny.
If you'd like a more in-depth review of your app and a tailored marketing plan, you can book in a free initial consultation with us, and we can have a chat about your options. I remember one app campaign we worked on where we achieved over 45,000 sign-ups at a cost of under £2 per sign-up using a combination of Meta Ads, TikTok Ads, Apple Ads, and Google Ads. We have years of experience of building SaaS businesses like yours, so we have a good understanding of what to do, and we have seen what doesn't work too!
Regards,
Team @ Lukas Holschuh
