Ryan J Thorpe

You can run Facebook campaigns that send traffic to the web, where you optimize for an on-page web event, then send it to the app store. Downloads will be cheaper, and it prevents you from paying MMPs for attribution.

What’s more valuable than working with influencers is to work with people that look like the customers and act like the customers. Create ads with people that might have 400 to a few thousand followers, let them publish it on their account, and boost it.

Because tracking is now so difficult, there will be periods of the year when it’s worth spending more money and others when it’s not worth spending at all. Example: holding off from spending in the summer.

Placing the product/app within the TikTok ad in a subtle way, not actually explaining what it is, can be a good way to get started for the top of the funnel. Then you work with the comments section to share more videos: you can post videos on comments from users asking more questions about the app or for a tutorial.

Your best way to start with TikTok is to hire or bring in someone who actually makes TikTok videos regularly. Search on TikTok for the kinds of creatives you’re looking for, find a creator that looks like your target audience and bring them on.

Follow which apps are going viral and try to understand how they did it, especially if it’s acquisition-related. Ryan listens to Ariel’s This Week in Apps (AppFigures) to spot these and sometimes reaches out to the founder/marketing person.