--- title: 3 Strategies For Organic App User Acquisition description: Paid UA is increasingly important, but that doesn't mean you can forget organic growth. Incorporate these strategies to your well-rounded UA campaigns. image: https://web3growthassociation.com/hubfs/app-store-1174440_1280-2.jpg --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  Craft Better Metadata with These Guidelines from the Google Play Store](https://web3growthassociation.com/blog/craft-better-metadata-with-these-guidelines-from-the-google-play-store) [Boost Conversions with In-App Messaging  ](https://web3growthassociation.com/blog/unlocking-your-in-app-message-potential) # 3 Strategies For Organic App User Acquisition ![](https://web3growthassociation.com/hubfs/app-store-1174440_1280-2.jpg) [Elijah Masek-Kelly](https://web3growthassociation.com/blog/author/elijah-masek-kelly) Posted Oct 6, 2020 [mailto:?subject=Check%20out%203%20Strategies%20For%20Organic%20App%20User%20Acquisition%20&body=Check%20out%20https://web3growthassociation.com/blog/3-strategies-for-organic-app-user-acquisition&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%203%20Strategies%20For%20Organic%20App%20User%20Acquisition%20&body=Check%20out%20https://web3growthassociation.com/blog/3-strategies-for-organic-app-user-acquisition&utm_medium=social&utm_source=email) [Growth](https://web3growthassociation.com/blog/tag/growth) [Mobile Marketing](https://web3growthassociation.com/blog/tag/mobile-marketing) [User Acquisition](https://web3growthassociation.com/blog/tag/user-acquisition) User acquisition (UA) is a constant challenge for app developers. Even incredibly innovative app ideas can become a huge flop if they fail to drive new users to the app. For this reason, user acquisition and marketing are typically a fairly large portion of most app developers' budgets. Ultimately, user acquisition is not cheap. To provide an example, some of the [typical app user acquisition costs](https://www.statista.com/statistics/185736/mobile-app-average-user-acquisition-cost/) include: - **App Installs** cost between $1.22 - $3.60 per user - **In-App Purchases** cost between $77.45 - $86.72 per user - **Registered Users** cost between $2.17 - $7.55 per user These days, most marketers rely on paid ads to drive the majority of their user acquisition. Strategies such as PPC, social media ads, and Google Adwords are typically deployed because they present a simple and calculatable cost to ROI of user acquisition, which is ideal for keeping marketing budgets in check. That said, it's also an ongoing cost. If you stop running your paid ads then new users will stop signing up. This problem has many app developers hungry *(or at least curious!)* to develop more channels for organic user acquisition. However, securing organic growth for apps is an increasingly difficult challenge to overcome recently, but for those who are determined to establish channels of organic growth, this article will share **three strategies to help increase organic user acquisition.** ## **1. App Store Optimization** This one is a no-brainer. [According to Apple](https://techcrunch.com/2018/05/14/apples-app-store-redesign-improved-app-discovery-report-finds/#:~:text=Today%2C%20search%20accounts%20for%2065,consumers%20discover%20apps%20and%20games.), approximately **65% of app downloads are a direct result of search in the App Store.** That's a big slice of the business that has many competitive apps vying for a top position among various search terms related to their app. App Store Optimization (ASO) is a critical tool for organic user acquisition. If no one can find your app then no one will ever install it. There are many [strategies when it comes to ASO](https://www.mobilegrowthassociation.com/blog/3-strategies-for-effective-app-store-optimization), but the core understanding boils down to the fact that the content on your app listing page needs to appeal to the search algorithm in order for your app to be suggested as a result of relevant search queries. ## **2. User Referral Programs** Ask any business owner and they will tell you that the best kind of advertising is word-of-mouth. When it comes to organic user acquisition for apps — this remains true. In fact, [according to a recent survey,](https://think.storage.googleapis.com/docs/mobile-app-marketing-insights.pdf)52% of respondents said they find out about apps from friends, family, and colleagues. However, it's very difficult to build a growth strategy on the hope that users will tell their networks about your app. That said, there are plenty of strong strategies that can be used to turn an active user base into an avid [organic user acquisition channel through referral programs.](https://www.mobilegrowthassociation.com/podcasts/2018/11/09/how-you-can-use-referral-programs-to-rocket-your-organic-ua) ## **3. Content Marketing** This is one of the hardest methods for driving organic UA, but it can be one of the most lucrative once it is fully established. However, [72% of marketers say that content marketing increases the number of leads that they receive.](https://optinmonster.com/content-marketing-statistics/#:~:text=The%20CMI's%20digital%20content%20marketing,say%20content%20marketing%20increases%20engagement.&text=They%20got%20a%2060%25%20returning,a%20new%20business%20on%20Twitter) The challenge with content marketing is that you need to hone in on your messaging, distribute strategically, and coordinate multiple touchpoints that lead attention to a point of conversion. Ultimately, it's about providing insanely useful content for your target audience to acquire attention from them and then leading them to a compelling conclusion about why your app is the solution to their problem. ## **Organic UA is never an overnight success** Well, perhaps that's not entirely true. With the exception of a viral explosion for some particular reason, organic user acquisition typically takes some time to gain momentum. The good news is that most organic channels have a compounding effect, which increases the velocity of user acquisition over time. For example, as your referral program brings in more users who actively participate in the same referral program that lead them to your app — the rate of UA increases exponentially. Paid UA is still a critical strategy for launching an app, but pairing it with organic channels is how you build sustainable success over time.   #### [![](https://web3growthassociation.com/hubfs/icon-calendar.svg) Upcoming Events](https://web3growthassociation.com/events) #### [![MGA Podcasts](https://web3growthassociation.com/hubfs/icon-podcasts.png) Podcasts](https://web3growthassociation.com/podcasts) ##### [![Simplifying Taxes for Freelancers](https://web3growthassociation.com/hs-fs/hubfs/image001-2.jpg?width=300&name=image001-2.jpg) Simplifying Taxes for Freelancers Posted Feb 15, 2022](https://web3growthassociation.com/podcasts/simplifying-taxes-for-freelancers) ##### [![Unlocking the Potential of Financial Services with AI](https://web3growthassociation.com/hs-fs/hubfs/Fintech-Growth-Talk---Kevin-Levitt.jpg?width=300&name=Fintech-Growth-Talk---Kevin-Levitt.jpg) Unlocking the Potential of Financial Services with AI Posted Dec 29, 2021](https://web3growthassociation.com/podcasts/unlocking-the-potential-of-financial-services-with-ai) ##### [![AARP: The intersection of Health Tech and Fintech](https://web3growthassociation.com/hs-fs/hubfs/image001-1.jpg?width=300&name=image001-1.jpg) AARP: The intersection of Health Tech and Fintech Posted Dec 10, 2021](https://web3growthassociation.com/podcasts/aarp-the-intersection-of-health-tech-and-fintech) ##### [![FinTech and mobile strategy insights from Google](https://web3growthassociation.com/hs-fs/hubfs/Cherlene-Jolly%20V2.jpg?width=300&name=Cherlene-Jolly%20V2.jpg) FinTech and mobile strategy insights from Google Posted Nov 27, 2021](https://web3growthassociation.com/podcasts/fintech-and-mobile-strategy-insights-from-google) ##### [![Rebuilding the financial services ecosystem one API at a time](https://web3growthassociation.com/hs-fs/hubfs/Fintech---Richie-Serna.jpg?width=300&name=Fintech---Richie-Serna.jpg) Rebuilding the financial services ecosystem one API at a time Posted Nov 10, 2021](https://web3growthassociation.com/podcasts/rebuilding-the-financial-services-ecosystem-one-api-at-a-time) ### Recommended Articles #### [![Where the action and the money *really* is in mobile gaming apps](https://web3growthassociation.com/hs-fs/hubfs/Website%20Images/Podcast%20Images/All/NebojshaMitrikeski_mediaThumbnail-650x325.jpg?width=300&name=NebojshaMitrikeski_mediaThumbnail-650x325.jpg) Where the action and the money \*really\* is in ... 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