How To Use Influencer Marketing To Get Installs At A Faster Rate
Quality installs are superior installs.
Influencer marketing campaigns frequently yield quality installs. For that reason, influencers should get compensated in a way that reflects their true value and not just the number of installs. In this article we’ll discuss what is a quality install, why they’re so valuable and why that may mean it’s time to rethink the way influencers get compensated.
Before we keep going, what do we mean when we say “quality install?” Simply put, not all installs are the same. The simple fact that someone downloaded your app does not mean that this person will become a regular user or even keep the app. Nor does it mean this person will review it on the app store or generate in-app purchases. A “quality install” on the other hand often has some or all of those things in common.
What sets a “quality install” apart from a regular install is its sticking power and the level of user engagement. Influencers have been shown to deliver those coveted quality installs. They do so by virtue of the public’s greater trust in them over celebrities and traditional forms of marketing. Influencers can greatly enhance your app’s visibility which helps with app discovery; they often show their followers how the app works and why they love it which helps with getting good reviews. Enhanced app discovery combined with good reviews can lead to good app store ranking, or in other words to “quality installs.”
Because influencers deliver quality installs, paying them using a cost-per-install agreement is not a fair method of payment. Cost-per-install overlooks the true value of influencer marketing which is to create long-term and highly engaged users and thus it is not a fair way to compensate influencers.
There is no one answer for how to fairly compensate influencers, since it is difficult to calculate the worth of an influencer marketing campaign. There are other models that take into account the true value of influencer marketing. One way it to pay a flat fee negotiated by both parties prior to the start of the campaign. Another possible model is to negotiate a cost-per-view price that takes into account the expected view count of the influencer. However, perhaps the most appropriate model is to negotiate a cost-per-engagement price (i.e. a flat fee per share, like or comment) because engagement rate has been shown to accurately predict click-through-rate.
For more quality installs and less regular ones, contact email@example.com or visit CROWD.