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6 Techniques for Media Corporations to Drive App Adoption and Engagement


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

Listed below are six techniques that will help you drive app adoption and engagement:      

1. Personalised banners drive customers from net to app

Net search is the main means cellular customers discover manufacturers and sought-after content material. Whereas the perfect experiences for media and streaming are likely to — or solely — exist in apps, this imbalance truly supplies an enormous alternative to amass and direct net customers to your app the place engagement is larger and customers are extra precious. 

Net banners alone will be extremely efficient for educating customers on app advantages and guiding site visitors to your app. However if you happen to’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 tug in present titles from its net 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 should be streamed within the app, and Department Journeys make that pathway as seamless as potential.

And naturally, customers coming into the app by way of 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 cellular app and (b) work together along with your emails characterize a extremely engaged and precious viewers. From our analysis, the vast majority of advertising emails are actually opened on a cellular gadget, so deep linking is vital for maximizing the potential of electronic mail as a advertising 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 means of 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 rising engagement.

Department solves the email-to-app hole by integrating with electronic mail service suppliers (ESPs) to supply dependable linking and attribution for each set up and down-channel conversion. Deep linking helps flip electronic mail into a strong 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 in your app. Deep linking outdoors the partitions of social media platforms and their in-app webviews will be fairly troublesome to grasp. Department hyperlinks care for that, leaving you a inexperienced pasture for app promotion

Department hyperlinks will 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 kinds of placements to think about on social media:

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

2. Posts and Tales. It is a nice alternative to order a daily social put up to focus on 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, likelihood is 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 cellular units. Customers are additionally inspired to make use of their telephones as a purchasing 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 means of the usage of Department Hyperlinks.

5. Referrals enhance user-to-user engagement

How typically do you hearken to a music or watch a present and immediately consider that one pal who you already know will really feel the very same means? 

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

A shared piece of content material has a a lot larger 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 should 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 larger conversions

Have you ever ever seen one thing intriguing featured in an advert and gone by means of 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 means of set up is a Department core competency. Delivering the anticipated content material is a no brainer and assured to drive larger conversion charges. Many firms we work with optimize on conversions quite than solely installs so clearing a path for the person 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 person expertise designed to please your customers. It would additionally drive app installs, enhance conversions, and, in the end, create loyal, long-term viewers. In a world the place shoppers have so many decisions for what to observe, making it simpler for them to have interaction with your app is an unmistakable step. Department’s main Cellular Linking and Measurement platforms assist streaming firms optimize and attribute conversions. 

Department supplies the business’s main cellular linking and measurement platforms, providing options that unify person expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and plenty of extra, bettering experiences for greater than 3 billion month-to-month customers throughout the globe. Study extra about Department or contact gross sales at this time.


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