Deciding on the story for your app requires careful thought and creativity. Most stories have a lesson, and indeed most apps do, too. As all app developers know, the production process follows a formula, and it's no different when adapting a book into an app.
As hundreds of apps stack up the sales selves in the app stores, getting noticed is becoming increasingly harder. In the cluttered marketplace for valuable apps, app developers for once cannot simply bank on breakthrough apps.
They must make their apps tell a compelling story to the masses.
Telling compelling stories has become the cornerstone of all promotional work. In this post, we will talk about app promotion with a special focus on promoting it through a story.
We will link it with the role of social media in developing broader stories to promote your app. Furthermore, we will be discussing how to leverage customer feedback to improve your app.
A changing mobile landscape
Earlier this year, Apple made headlines by introducing a feature that allows users to turn off app tracking. The change came on the heels of new privacy controls related to IDFA — an identifier assigned by Apple to a mobile device used to track users — introduced last year.
While the features are a win for user privacy, they mean that app owners and marketers need to work harder than ever before to reach their audiences. With fewer data and targeting capabilities to rely on, mobile marketers and app teams are harder pressed to create unique and engaging features that organically capture their audiences attention — and keep them coming back for more. That’s where in-app stories come in.
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The art of storytelling around an app
Getting noticed is a major concern for app developers, and getting noticed sometimes requires not only a breakthrough app but a compelling story.
For any app developer, conveying an app's story at launch is critical. And just as important as promoting the story of your app is developing a story around the app that promotes the app's story, that helps the app to stand out on digital store shelves, and that differentiates the app from its competitors.
The big brands and storytelling
Storytelling has been described as a method of explaining a series of events through narrative. Storytelling is used by marketers as a tool to entertain or to establish an emotional connection; it can be employed to illustrate a concept, to steer an argument and to encourage consumer loyalty.
Why use storytelling to promote your app?
There are several important reasons why you should use storytelling to promote your app. Here are just a few factors to keep in mind:
Storytelling builds memories
A gripping, well-told story that only lasts 2 minutes can leave a deeper impression on a customer's memory than hours of bland information and analysis. When you can get your audience to experience your story in their "mind's eye," they'll be more likely to think about your app in the days and weeks to come — and if your app stays top of mind among your consumer base, then it may very well lead to more downloads.
Storytelling is a powerful motivator. A compelling story will often move the audience to think specific thoughts and feel specific emotions. Once someone begins to think about your app, and then develops strong feelings about something you included in your app's story, then the next logical step is for them to take action — in other words, to research your app further, and ultimately to purchase it.
Storytelling can strengthen relationships
When you leverage storytelling that resonates with your target audience, their relationship with your brand will grow deeper and stronger. They’ll more closely identify with your company as an organization that shares their values, beliefs, attitude, and outlook on life. In the end, your users will be more loyal to your brand than ever before.
Storytelling can enhance your brand image.
You can link your brand to the story you're telling in a way that makes the two inseparable. As you do so, you'll convey a certain "brand image" to your consumers. Maybe you want your brand to be perceived as a reliable, stable "rock" in the industry. Then again, maybe you want to position your brand as a "champion" of the people, or a "maverick" that aims to disrupt the status quo — or both! Whatever the case may be, your storytelling can be a powerful vehicle to convey your brand's personality to your target audience.
Storytelling makes consumers want more.
If you segment your story into episodes or leave your narrative open-ended, then fans of your story will almost certainly want more. To borrow a fishing metaphor, once your prospects are "hooked," it's relatively easy to "reel them in."
How to create a story for your app
Now that we've mentioned a few key reasons why you should include storytelling as part of your app promotion strategy, the next big question is: How can you develop a captivating story around your app? Here are a few suggestions that can help:
Know your audience
Whether you're promoting a book app, a sports app, or a weather app, it's important to understand who your target audience is – in other words, whom you're developing the story for. You'll need to take several factors into account, including:
- What are the demographics of your target audience? Are they mostly younger consumers, such as Millennials and Gen-Zers? Are they an older segment of your consumer base? Which gender are you targeting, if you're targeting one in particular? What about your ideal customer's educational background, level of disposable income, and cultural sensibilities?
- What are the pain points, interests, and goals for your target audience? What problems will your app solve for them? What goals will it help them achieve?
- How can you convince your users of the value of your app? Which lines of reasoning would appeal to them? Which emotions do you want to invoke through your storytelling?
- What kind of tone and vocabulary would resonate with your audience? For example, would brash, aggressive language attract them, or drive them away?
You’ll only be able to develop a powerful storyline if you understand who your audience is, and where they're coming from.
Understand your core message
Your marketing message is directly connected to your brand. It's vital that you have a crystal-clear understanding of what your brand stands for, and how it's different from the competition. For example:
- What are your company's core values?
- What is your brand's mission statement?
- What qualities do you want customers to associate with your company?
- What features of your app separate it from similar offerings by your competitors?
- How does your app deliver real value to its users?
Once you've answered these key questions, you'll be in a position to craft a compelling narrative, and strong copy to go along with it.
Personalize your narrative
It's important that you create a unique storyline that's as personalized as possible for your users. This will promote your app in a way that makes it stand out from the crowd, and engages your audience on a deeper level. Some examples of personalization that you may be able to include in your narrative are:
Localization. If you are targeting a specific region, then add some local elements (place names, landmarks, historical features, etc.) into your storyline.
News. You may be able to incorporate recent items of interest from the news in your narrative, especially if they're relevant to a large proportion of your consumer base.
Creative mediums. Use videos, GIFs, images, and other "creative mediums" to drive your storytelling home, and generate a more powerful, lasting impact on your users.
If you look for ways to personalize your story to the extent possible, then your audience will be much more likely to engage with it, and eventually download your app (or make in-app purchases).
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