Think of mobile app user acquisition like making a recipe. Adding the right ingredients will lead to your desired outcome; forgetting something along the way or adding unnecessary ingredients will adversely affect the final product.

    Here’s another way to think of it: You can’t make a cake with flour and eggs alone. Just like in baking and cooking, mobile app marketing requires diversification. Relying too heavily on one or two strategies means you’ll miss out on the opportunity to acquire quality new users.

    Yes, Facebook and Google currently account for about 85 percent of mobile advertising spend. But that doesn’t mean they’re the only ways to promote your app to the right people. Far from it! Relying too heavily on these networks alone can actually be detrimental to overall acquisition efforts if it causes you to overlook other effective marketing strategies.

    Keep reading to learn more about driving mobile user acquisition through diversification.

    Understand Your Audience Before You Market to Them

    Part of diversification is simply understanding your audience—who they are, how they spend their time on mobile devices, etc. From there, you can determine the most worthwhile ways to target your ideal users.

    Something as seemingly basic as mobile operating system can make a difference in marketing effectiveness. Android app advertising, according to Liftoff, is different than advertising to iOS users because the audiences are different, for instance. If you’re launching a one-size-fits-all ad campaign across devices, regardless of OS, you’re missing out on an opportunity to personalize your messaging to the users seeing it.

    According to a study on the demographics of Android vs. iOS users, Android users “are a lot more aware of price-quality ratio and download apps ranging from tools to entertainment to communication categories.” Android users also tend to prefer in-app ads compared to iOS users. You can harness insights like these to diversify the method and content of your mobile app marketing campaigns. Based on this information, a marketing team for an entertainment streaming app might decide to serve in-app ads advertising free offering a free trial to Android users instead of emphasizing premium features right off the bat.

    Only by truly understanding your app’s audience of ideal users, including demographics and behavioral information, can you drive acquisition through careful targeting.

    Consider the Ideal Mobile User Experience

    Here’s something you may not have previously considered: What do mobile users prefer in terms of advertising? As Mobile Marketer reports, users rank “rewarded video and playable ads” as the most acceptable ad formats because they allow mobile users to engage without pulling them out of their original experience.

    Given this user preference for engaging, non-disruptive ad formats, it’s no surprise that marketers are increasingly setting their sights on native app advertising. If you haven’t already done so, exploring these forms of video advertising can help you get through to your most promising potential users.

    Take Advantage of Content and Influencer Marketing

    Ads are not the only way to acquire users for your mobile app. Consider the power of well-placed content, or the testimonial of a respected influencer within a relevant industry. People are constantly looking for the “hot new thing” on mobile; people can only install your app if they know it exists. Marketing teams can create buzz around their app through “burst campaigns,” or releasing content across social media, industry blogs and other channels to coincide with the launch of a new app, feature or upgrade.

    Diversifying your mobile app marketing efforts will help you reach your target audience of users, so you can acquire them. Don’t put all your eggs in one basket; try a variety of marketing methods.