Ryan Watson

Think about how you’re educating users across your channels (retargeting, ambassadors, marketing automation) so you can “get” the best users possible once they try your product. This is more powerful than discounts. Example: education is key in apps like FinTech or Sleep apps.

Your creative is your targeting, especially post-ATT. Use your video to qualify your audience.

SEO is undervalued. You can use keyword data to understand how your audience is thinking about certain things and better position your product and features.

Influencers can be great for product retention. If they are genuine about using the product and keep using it, having them as ambassadors helps retention even if you’ve already “tapped” their audience. People start associating the top tier with your app.

Don’t have any misconceptions about channels. Have the humility to test your assumptions so you don’t miss out on opportunities. Example: thinking that TikTok was only for young people, not on brand, etc.