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6 Techniques for Media Firms to Drive App Adoption and Engagement


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In an ever-changing and aggressive streaming world, media corporations are vying for shopper consideration like by no means earlier than. Fortunately, you most likely have already got a robust device to drive viewer acquisition and engagement — your app. Customers who obtain your app are more likely to grow to be extremely engaged, loyal viewers. However how do you seize consideration and get new viewers into your app? 

Listed here are six techniques that can assist you drive app adoption and engagement:      

1. Customized banners drive customers from internet to app

Net search is the main method cell customers discover manufacturers and sought-after content material. Whereas the perfect experiences for media and streaming are inclined to — or solely — exist in apps, this imbalance really offers an enormous alternative to amass and direct internet customers to your app the place engagement is increased and customers are extra worthwhile. 

Net banners alone might be extremely efficient for educating customers on app advantages and guiding visitors to your app. However in the event you’re trying to step up your sport, contextual messaging drives even stronger conversions.

Screenshot of the A&E app linking TV show titles from a targeted smart banner.

As seen above, Department permits A&E to drag in present titles from its internet web page to customise the copy of its Journeys banner. This creates a dynamic Journey for a extra personalised really feel. 

The CW Community showcases customized creatives for every present web page and makes use of a full web page Journeys interstitial. Video content material have to be streamed within the app, and Department Journeys make that pathway as seamless as attainable.

And naturally, customers coming into the app through a Journeys banner shall be deep linked to the content material they have been initially viewing on the internet! 

2. Emails deep hyperlink app customers

Customers who (a) have your cell app and (b) work together together with your emails signify a extremely engaged and worthwhile viewers. From our analysis, the vast majority of advertising and marketing emails are actually opened on a cell system, so deep linking is essential for maximizing the potential of electronic mail as a advertising and marketing channel. 

Whether or not you’re sending a promotional electronic mail, an engagement message, or triggered and personalised content material, a fluid expertise supported by electronic mail deep linking is the expectation. 

Screenshot of the Headspace app sending users directly to promoted content in the app via deep links in email.

Headspace sends app customers on to the promoted content material in its app, decreasing friction and growing engagement.

Department solves the email-to-app hole by integrating with electronic mail service suppliers (ESPs) to offer dependable linking and attribution for each set up and down-channel conversion. Deep linking helps flip electronic mail into a robust channel to drive each app engagement and backside line outcomes. 

3. Deep hyperlink from owned social media accounts

Social media is a largely untapped market to your app. Deep linking outdoors the partitions of social media platforms and their in-app webviews might be fairly troublesome to grasp. Department hyperlinks deal with that, leaving you a inexperienced pasture for app promotion

Department hyperlinks might be scaled throughout social channels to route customers from content material in a social put up to that very same content material inside your app. For instance, dDone proper, deep linking can do wonders for an natural social acquisition technique.

There are two key sorts of placements to think about on social media:

  1. Branded hyperlink in bio. This evergreen placement is a simple win.
Screenshot of a branded link in CBS Sports' Instagram and Twitter bios.

2. Posts and Tales. This can be a nice alternative to order an everyday social put up to spotlight your app’s options. It’s additionally an opportunity to introduce deep linking to content material you’re already selling.

Screenshot of pandora deep linking to a Shenseea song in the app from Facebook.

4. QR codes and SMS enhance app downloads from TV

With the rise of related TV (CTV) and over-the-top (OTT) apps, chances are high your media firm has a digital presence on these platforms. Whereas TV-to-app might appear to be a stretch to amass customers, QR code utilization coupled with OTT app performance has made this extra attainable than ever.

Screenshot of QVC using a QR code in its Live program to advertise the QVC app.

QVC considers distance to strategically place its QR code throughout its Stay program. This encourages customers to scan and obtain the QVC app from the consolation of their sofa!

Screenshot of an SMS flow from a live QVC broadcast enabled with deep linking.

Inside its OTT app, QVC lets customers ship an SMS hyperlink to view merchandise on their cell gadgets. Customers are additionally inspired to make use of their telephones as a procuring assistant whereas viewing the Stay program.

Department gives best-in-class QR code linking and analytics help that can be utilized to assist energy your SMS campaigns by the usage of Department Hyperlinks.

5. Referrals enhance user-to-user engagement

How typically do you take heed to a tune or watch a present and immediately consider that one pal who you recognize will really feel the very same method? 

Having a seamless pathway to sharing is crucial. A cell linking platform like Department offers the correct hyperlink matching essential to allow user-to-user sharing

A shared piece of content material has a a lot increased activation potential than different types of content material distribution. In spite of everything, in case your pal took the time to ship one thing to you, it have to be good.

Screenshot of user to user sharing of a Spotify song via text enabled with deep linking.

6. Deferred deep linking from adverts drives increased conversions

Have you ever ever seen one thing intriguing featured in an advert and gone by the method of downloading the required app solely to be dropped on the homepage? In different phrases, you bought misplaced. Irritating, huh? We agree. Deferred deep linking by set up is a Department core competency. Delivering the anticipated content material is a no brainer and assured to drive increased conversion charges. Many corporations we work with optimize on conversions somewhat than solely installs so clearing a path for the consumer to motion is crucial. 

Construct a greater UX and drive conversions

Deep linking shoppers from adverts, emails, social media, and shares is not going to solely construct a greater consumer expertise designed to please your customers. It’ll additionally drive app installs, enhance conversions, and, finally, create loyal, long-term viewers. In a world the place shoppers have so many selections for what to look at, making it simpler for them to interact with your app is an unmistakable step. Department’s main Cell Linking and Measurement platforms assist streaming corporations optimize and attribute conversions. 

Department offers the trade’s main cell linking and measurement platforms, providing options that unify consumer expertise and attribution throughout gadgets and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, bettering experiences for greater than 3 billion month-to-month customers throughout the globe. Be taught extra about Department or contact gross sales right this moment.


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