How Do I Turn My App Users Into Marketing Champions?

You've built a really solid app. Your users seem happy enough, they're not leaving terrible reviews, and the retention numbers look decent. But here's what's keeping you up—you're spending more and more on paid ads just to maintain the same level of growth. Every new user costs you money, and its becoming harder to justify the spend when your competitors are somehow growing without burning through their marketing budget quite so fast.

I've seen this exact situation play out dozens of times over the years. A company will come to me with a perfectly functional app that nobody's talking about; they've got users but not advocates, customers but not champions. And the thing is, the most powerful marketing channel for mobile apps has always been—and probably always will be—other people recommending your app. Not influencers you pay. Not ads you run. Just regular users who genuinely love what you've built and can't help but tell their mates about it.

The difference between an app that people use and an app that people recommend is often just a few deliberate design choices that put user advocacy at the centre of your strategy

Word of mouth growth isn't some magical thing that just happens to lucky apps. Its actually quite predictable when you understand what motivates people to share, how to build features that encourage recommendations, and what turns satisfied users into proper brand evangelists. Throughout this guide, I'm going to show you the specific strategies we've used to turn passive users into marketing ambassadors—the kind who bring you new customers without you having to pay for each one. Because honestly? That's the difference between apps that scale profitably and ones that burn through investment money just to stand still.

Understanding What Makes Users Share Apps

After building dozens of apps over the years, I've noticed something interesting—some apps spread like wildfire whilst others barely get a mention beyond the people who downloaded them. And it's not always the best apps that get shared most. Actually, its often the ones that make people feel something that get talked about.

Here's the thing; people share apps for pretty specific reasons, and understanding these reasons is the first step to turning your users into your best marketing team. I mean, nobody shares an app just because it works properly—that's expected right? They share it because it makes them look good, solves a problem they've been complaining about, or gives them something worth showing off.

The Real Reasons People Share Apps

When someone shares your app they're actually sharing a bit of themselves too. They're saying "look at this clever thing I found" or "I thought you might need this." It's social currency basically, and people want to look helpful, informed, or just plain cool to their friends and family.

• The app solves a problem theyve been moaning about to friends
• It makes them look knowledgeable or ahead of the curve
• They get something in return (like credits or rewards)
• The app genuinely surprised or delighted them
• They want to help someone they care about
• The app creates a shared experience between people

But here's what most app owners get wrong—they think adding a share button is enough. It's not. Users need a reason to share, and that reason needs to be baked into the experience itself. The apps that get shared most are the ones where sharing feels natural, not forced. Where the user genuinely wants to tell someone about what they just discovered or achieved.

You see, sharing happens in moments of emotion. Joy, surprise, relief, pride...these are the feelings that make someone pick up their phone and message a mate about your app. If your app isn't creating those moments? Well, nobody's going to be talking about it no matter how many share prompts you add.

Building Features Worth Talking About

I've built apps with hundreds of features and apps with just a handful—and you know what? The number of features has almost nothing to do with how much people talk about your app. What matters is whether those features actually make people stop and think "bloody hell, I need to tell someone about this." Users become brand evangelists when they discover something that genuinely surprises them or solves a problem in a way they didn't expect.

The features that drive word of mouth growth aren't necessarily the most complex ones. Actually, they're often quite simple. Think about how Monzo lets you freeze your card instantly from the app—it's not rocket science, but people love showing it off to friends because its so much easier than calling your bank and waiting on hold. That's the kind of feature that turns users into marketing ambassadors without you even asking them to be.

Here's the thing though—your features need to be shareable by design. I mean features that create a moment worth capturing or discussing. When Spotify started doing those year-end Wrapped summaries, they basically turned listening data into something people couldn't wait to share on social media. Was it core to the music streaming function? Not really. But it became one of their most powerful tools for user-generated marketing.

Features That Get People Talking

The best features for building user advocacy tend to fall into a few categories; ones that save people time in surprising ways, ones that make people look good to their friends, ones that create personal moments users want to share, and ones that give users status or recognition. When you're planning your app, ask yourself whether each feature gives users something worth mentioning to someone else.

But here's what trips up a lot of developers—they build features in isolation without thinking about the sharing moment. Its not enough for a feature to be useful; it needs to be remarkable in the literal sense. Will someone remark on it? Will they pull out their phone to show a friend? If the answer is no, it might still be a good feature, but it wont turn your users into advocates.

Making Features Demonstration-Friendly

I always tell my clients to design features that demo well in person. If your app does something clever, make sure that cleverness is visible and quick to show. Face ID was brilliant for this—you could demonstrate it to anyone in about three seconds and their reaction was immediate. Compare that to a feature that requires five minutes of explanation and three layers of menus to access.

Build at least one feature that creates a shareable artefact—something visual, personal, or surprising that users will want to show others. Think stats, achievements, personalised reports, or unique content they've created using your app.

The features that create word of mouth growth are often the ones that weren't in your original specification. They come from really understanding what would make your users feel smart, efficient, or special when they use your app. Sometimes that means adding something unexpected; other times it means removing friction from an existing process in a way that feels almost magical. Your job is to figure out which features will make people say "you've got to see this" rather than just "yeah, it works fine."

Creating a User Experience That Drives Recommendations

Here's the truth about getting people to recommend your app—they won't do it just because you built something that works. I mean, apps are supposed to work, right? That's not special anymore. What gets people talking is when your app does something that makes them feel good, solves their problem in a way that feels almost magical, or just saves them enough time that they actually notice.

The best recommendations happen naturally when someone's had an experience worth talking about. Not a good experience...a memorable one. Think about the last time you told a friend about an app—it probably wasn't because the login screen was nice or the buttons were the right colour. It was because something about using that app made you want to share it.

The moments that matter most

Over the years working with all kinds of apps, I've noticed there are specific moments where users decide whether they'll recommend something or not. Its not random either; these moments are predictable and you can design for them if you know what youre looking for.

• The first time your app saves someone real time or money—make this moment obvious to them
• When users complete a task faster than they expected—don't let this go unnoticed
• After they receive a compliment or positive result from using your app
• When they discover a feature that solves an annoying problem they'd accepted as normal
• The moment they realise your app "gets them" through personalisation that actually works

The trick is catching users in these moments and gently encouraging them to share without being pushy about it. And honestly? If these moments aren't happening in your app, no amount of referral incentives or share buttons will help—you've got bigger problems to fix first. Focus on creating experiences people actually want to talk about, then we can worry about making it easy for them to do so.

Rewarding Users Who Spread the Word

Right, let's talk about incentives—because whilst some users will share your app out of pure love (and that's brilliant when it happens), most people need a little push. I mean, we're all busy, right? Sharing takes effort. So if you want users to become proper brand evangelists, you need to make it worth their while.

The most common approach is a referral programme. You know the type: give your friend a discount code, and you both get something when they sign up. But here's the thing—these programmes fail more often than they succeed, and its usually because the reward isn't compelling enough or the process is too complicated. I've seen apps offer £1 credit for referring friends when the app itself costs £9.99 to use properly. What's the point? Your reward needs to feel meaningful in the context of your app's value proposition; if you're a fitness app, maybe its free premium features for a month, if you're an e-commerce app, it might be actual money off their next purchase.

The best referral programmes reward both parties equally and make the benefit immediate, not something users have to wait weeks to receive.

But rewards don't always have to be monetary. Actually, some of the most effective user advocacy programmes I've built have used status-based rewards instead—exclusive badges, early access to new features, or recognition within the app community. People love feeling special. Gaming apps do this brilliantly with tier systems where your most active advocates get special perks that money can't buy. The key is understanding what your specific users value most, then building your word of mouth growth strategy around that motivation rather than just throwing generic discounts at everyone and hoping something sticks.

Making It Easy for Users to Share Your App

Here's where most apps get it wrong—they expect users to jump through hoops just to tell their mates about the app. I mean, if someone wants to share your app, you need to make that process as simple as breathing; otherwise they just won't bother. Users are lazy (and I say that with love!) so every extra tap or screen is another chance for them to give up and move on to something else.

The share button needs to be visible but not annoying. I've seen apps that hide their share functionality three menus deep, which is just madness really. Place it somewhere natural—maybe after a user completes an action they're proud of, or when they've just had a genuinely good experience with your app. Timing matters more than most developers think it does.

What to Include in Your Share Flow

When someone taps that share button, you need to give them everything they need in one go. Don't make them write their own message from scratch—give them a pre-written message that they can edit if they want to. Include a direct link to download the app (obviously!) and maybe a screenshot or image that makes the share look good on social media. Actually, shares with images get way more engagement than text-only posts, so this isn't optional anymore.

Your share options should cover the basics without overwhelming people. Sure, you want to include WhatsApp, Facebook, Twitter, email and SMS as standard—but don't throw 47 different sharing platforms at users because they'll just freeze up trying to decide. Keep it simple, keep it focused on the channels people actually use. And if you're planning to incorporate email into your sharing strategy, remember that timing your app marketing emails correctly can significantly boost engagement rates with your shared content.

Technical Bits That Matter

Deep linking is your friend here. When someone shares your app and their friend clicks that link, it should take them straight to the exact content or feature that was shared—not just your app's homepage or the App Store. Its the difference between "here's this cool thing" and "here's an app, now spend 10 minutes trying to find the cool thing." One converts, the other doesn't.

Also—and this is a big one—test your sharing functionality on every platform. I've lost count of how many apps have sharing that works perfectly on iOS but breaks completely on Android, or vice versa. Your share messages need to look good whether someone's viewing them on WhatsApp, Facebook Messenger, email or text. Each platform handles links and previews differently, so you need to account for that in your implementation.

Make sure your app's metadata is set up properly too. When someone shares a link to your app, the preview that appears should include your app icon, a compelling description and maybe a screenshot. If it just shows a blank preview or some random text, people are far less likely to click through. This is basic stuff but you'd be surprised how many apps get it wrong.

One last thing—don't interrupt users mid-flow with share prompts. Wait until they've finished what they're doing; then suggest sharing. Nothing kills the desire to share faster than a popup that appears at exactly the wrong moment.

Building Community Around Your App

You know what separates apps that grow through word of mouth from those that dont? Its not always the best features or the prettiest design—its the sense of belonging users feel when they open the app. When people feel like they're part of something bigger than themselves, they naturally want to bring others into that space; they want to share it with friends and family because its become part of their identity.

I've watched this happen across dozens of apps over the years. The ones that build real communities don't just have users, they have members. And members behave completely differently than casual users. They stick around longer, they forgive bugs more readily, and most importantly for word of mouth growth, they actually talk about your app without being asked to. Its a bit mad really how powerful this can be.

Building community starts with creating spaces where users can interact with each other, not just with your app. This might be an in-app forum, a social media group you moderate, or even just comment sections on user-generated content. The format matters less than the fact that people can connect. When users start helping each other solve problems or sharing tips, you've got something special—you've got brand evangelists who'll do your marketing for you because they genuinely care about the community.

Give Your Community a Purpose

Communities need a reason to exist beyond "we all use the same app". Maybe its sharing recipes if you're a cooking app, or comparing workout results for fitness apps. The best app communities I've seen have clear shared goals that bring people together. These goals create natural conversation topics and give new members immediate ways to contribute and feel welcomed.

Start small with community building—even a simple weekly challenge or themed hashtag can spark connections between users. You dont need fancy forum software right away, just a genuine desire to bring your users together around shared interests.

Recognising Active Community Members

People who contribute to your community deserve recognition. Actually acknowledging helpful members publicly creates user advocacy because it shows others that participation matters. This could be as simple as highlighting a "member of the week" or giving special badges to frequent contributors. When users see their peers being celebrated, they're more likely to engage themselves—and engaged users become your marketing ambassadors without you spending a penny on advertising.

Measuring and Encouraging Word of Mouth Growth

You can't improve what you don't measure, right? And when it comes to word of mouth, most app developers are flying blind—they know some users are sharing their app but they have no idea how many or why. I've worked with clients who were convinced their app was spreading like wildfire organically, only to discover that 90% of their downloads came from paid ads. Its a bit mad really, but without proper tracking you're just guessing.

The first metric you need to track is your viral coefficient, which basically tells you how many new users each existing user brings in. If every user brings in more than one new user, you've got genuine viral growth; if its less than one, you'll need paid marketing to keep growing. You can calculate this by dividing your referred users by your total active users over a specific time period. Most apps sit somewhere between 0.1 and 0.5, which means every 10 users bring in 1-5 new ones. Not explosive, but not nothing either.

But here's the thing—knowing your numbers is only half the battle. You need to identify which users are doing the sharing and why they're motivated to do it. Look at user segments who share most frequently; are they power users who've been with you for months, or newer users still excited about discovering your app? Are they sharing because you asked them to, or because they genuinely found value?

Metrics That Actually Matter

Beyond the viral coefficient, there are a few other numbers worth watching. Track your Net Promoter Score (NPS) by asking users how likely they are to recommend your app on a scale of 0-10. Monitor social media mentions and app store reviews that specifically mention recommending the app to others. And don't forget to measure the quality of referred users—sometimes users who come through referrals stick around longer and spend more than those from paid channels.

Encouraging More Sharing

• Send targeted prompts to users who've just completed a valuable action in your app
• Test different share messages to see which ones get the best response
• Make sharing part of the natural user journey, not an interruption
• Reward users who consistently bring in new people with special recognition or perks
• Create seasonal sharing campaigns around holidays or special events

Actually, one of the biggest mistakes I see is apps that ask for shares too early. If you're prompting someone to recommend your app before they've even figured out how to use it, you're wasting an opportunity. Wait until they've experienced real value, then ask. The timing makes all the difference. And when you do reach out to encourage sharing, consider how email timing affects mobile app engagement – the same principles apply to any communication with your users.

Turning Happy Users Into Long-Term Advocates

Here's the thing—getting someone to love your app for a week is easy; getting them to champion it for months or years? That's where the real magic happens, and honestly, its what separates apps that fade away from ones that build genuine momentum through word of mouth growth.

The difference between a happy user and a proper brand evangelist comes down to one thing: ongoing value. I mean, people don't keep recommending apps they used to like—they recommend apps that keep getting better, keep surprising them, and keep earning their attention. This means you need to treat user advocacy as a long-term relationship rather than a one-time transaction.

What I've learned from building apps across different industries is that the best app marketing ambassadors emerge when you give them three things consistently. First, they need regular reasons to re-engage with your app (new features, content updates, or improvements based on their feedback). Second, they need recognition for their loyalty—not necessarily rewards, but acknowledgment that you see and value their continued support. Third, they need stories to tell; this means giving them updates they can share with friends, changes they can point to, or wins they can celebrate.

Long-term advocates are created through hundreds of small positive interactions, not one brilliant moment that makes them fall in love with your product.

The users who become your most powerful marketing force are the ones who feel invested in your apps success. They've watched it evolve. They've seen their suggestions implemented. They've experienced enough value over time that recommending your app becomes second nature, not something they need to think about. Building this takes patience, consistency, and a genuine commitment to user-generated marketing that goes beyond launch week excitement—but bloody hell, when it works? Those advocates become worth more than any paid advertising campaign you could run.

Conclusion

Look—turning users into marketing champions isn't something that happens by accident. It's the result of building an app that genuinely makes peoples lives better, giving them reasons to share it, and making that sharing process simple enough that they actually do it. Everything we've covered in this guide comes down to one basic truth: people talk about things that matter to them.

I've seen apps with massive marketing budgets fail because they focused entirely on paid acquisition and forgot about the users they already had. And I've seen apps with tiny teams grow like mad simply because they created something people couldn't stop talking about. The difference? The successful ones understood that their users could be their best marketers—but only if the app deserved it.

Here's the thing though—you cant fake this stuff. If your app crashes constantly, if the user experience is frustrating, if you're not genuinely solving a problem... no referral program or sharing feature is going to save you. You need to get the basics right first. Build something people actually want to use, then make it easy for them to bring their friends along for the ride.

Start small. Pick one or two strategies from this guide and implement them properly rather than trying to do everything at once. Maybe that's adding a simple referral reward system, or maybe its just fixing your sharing flow so it doesn't feel clunky. Test it, measure what happens, and learn from the results.

The apps that win in the long run aren't always the ones with the biggest launch—they're the ones that turn their users into genuine advocates who stick around and bring others with them. That's how you build something that lasts.