5 reasons why app developers must engage in social media

Independent app developers typically have neither the time nor the money to spend on marketing, which is precisely the reason why social media engagement is likely to be a crucial part of their success. In case you’re not convinced, here’s five reasons why you should reconsider:

Word of mouth sells

We all intuitively know this but in this case our intuition is supported by data. A Nielsen report earlier this year found that with respect to purchasing decisions:

  • 92% of people trust recommendations from people they know. In contrast;
  • 33% trusted information provided by online banner ads.

App buyers dominate social media

Women make most buying decisions. Period. Just a few select data points for you to consider in relation to this:

  • Women account for 85% of ALL consumer purchases
  • 92% of women pass along information about deals to others (there’s that word of mouth thing again)
  • 91% of women in one survey said that advertisers do not understand them
And women also dominate social media – they represent:
  • 57% of Facebook users
  • 59% of those on Twitter and
  • 82% of users on Pinterest.

Effective social media doesn’t have to be expensive

You can set up a Facebook page, Twitter account, LinkedIn page and a Pinterest board for free.

You can reach a worldwide audience relatively easily

It doesn’t matter if you’re a developer in Australia, Singapore or Finland because social media makes it possible for you to converse with people across the globe.

Social media is a highly effective way to create brand advocates

The two-way conversation social media enables you to have with your customers ultimately creates a relationship with them. It’s this relationship that will result in your buyers evolving from customers into advocates of your brand. This is where you generate your largest ROI (Return on Investment) from social media. Gary Vaynerchuk, in his book The Thank You Economy, quotes an IBM study of online retail consumer buying patterns that showed:

  • Advocates’ share of wallet is 33% more than that of customers who aren’t advocates
  • Advocates spend about 30% more dollars with their favourite online retailers than non-advocates do
  • Advocates are loyal – they are much less likely than other customers to switch to competitors
  • Advocates have a higher lifetime value than regular customers because they not only spend more now, they continue to spend and may even increase their spending in the future.

Using social media effectively will not only result in creating advocates for your brand but those advocates are themselves already engaged in social media – which is where you want them so they can recommend your product to their friends online.

I’ll leave you with a real-life example of a brand advocate in action; in this case, me. One of my friends posted on Facebook asking for app recommendations and here’s our conversation; I’ve erased both her name and that of her other friends:

Word of mouth app recommendations on Facebook

Two things to note about this conversation:

  • Price wasn’t mentioned as a consideration.
  • For some of us these conversations happen every day. How can you make sure that your apps are at the top of people’s minds when their friends ask for recommendations?


*Featured image for this article is a word cloud created using Meet Generation C: The Connected Customer, an article by Brian Solis:

Generation C

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