Ninety percent of mobile app downloads happen because someone saw something on social media that made them want to try it out. That's not just impressive—it's completely changed how we think about getting our apps noticed. Gone are the days when app store optimisation alone could drive serious download numbers; now it's all about creating the right kind of content that makes people stop scrolling and start downloading.
What makes this shift so interesting is that different types of content work better on different platforms, and what worked last year might not work today. The mobile app market is more competitive than ever, with millions of apps fighting for attention in overcrowded app stores. This means your content marketing strategy needs to be spot-on if you want to see real download conversion results.
The best app marketing content doesn't feel like marketing at all—it feels like entertainment that happens to showcase your app
Throughout this guide, we'll explore the specific types of content that consistently drive the highest download rates across social media platforms. From video content that hooks viewers in the first three seconds to user-generated content that builds trust, each chapter will give you actionable strategies you can implement right away. By the end, you'll know exactly what content to create and where to share it for maximum impact.
Video Content That Drives Downloads
Video content absolutely dominates social media when it comes to getting people to download apps—and I've seen this happen countless times with our clients at Glance. The numbers don't lie; video posts get shared more, commented on more, and most importantly for us, they convert better than static images or text posts.
Short-form videos work best for app promotion. Think 15 to 60 seconds maximum. People scroll fast through their feeds and you need to grab their attention quickly. Show your app in action rather than just talking about it. Screen recordings of actual app usage perform incredibly well because people can see exactly what they're getting before they download.
App Demo Videos That Convert
The most effective videos I've seen follow a simple formula: problem, solution, action. Start by showing a common problem your target audience faces, demonstrate how your app solves it, then end with a clear call-to-action to download. Keep the focus on benefits rather than features—people care more about what your app will do for them than how clever your code is.
Platform-Specific Video Formats
Different platforms need different approaches. Instagram Reels and TikTok videos should be vertical and punchy; LinkedIn videos can be slightly longer and more professional. Twitter videos need to hook viewers within the first three seconds since autoplay is silent. Always add captions because many people watch videos without sound, especially during work hours.
User-Generated Content and Reviews
There's something magical about seeing real people genuinely excited about your mobile app—and I'm not talking about those obviously fake reviews that make everyone cringe. Authentic user-generated content is pure gold for download conversion because it does something no polished marketing campaign can: it shows potential users that real people are actually using and loving your app.
When someone shares a screenshot of your app in action, posts about how it solved their problem, or leaves a detailed review explaining why they can't live without it, that's content marketing at its finest. These posts feel natural in social media feeds; they don't scream "advertisement" like traditional promotional content does. People trust other people more than they trust brands, and user-generated content taps into that trust beautifully.
Making Reviews Work for You
The trick isn't just collecting positive reviews—it's showcasing them strategically across your social media channels. Screenshot particularly glowing reviews and share them as posts, or better yet, encourage happy users to create video testimonials. These authentic voices become powerful advocates for your app, often mentioning specific features or benefits that resonate with similar users.
Respond to every review, positive or negative, then share your professional responses on social media to show you care about user feedback and continuously improve your app.
Behind-the-Scenes Content
I can't tell you how many times I've seen behind-the-scenes content absolutely smash it on social media. There's something magical about showing people what goes on when the cameras stop rolling—and your app development process is no different. When you share glimpses of your team coding late into the evening, debugging tricky problems, or celebrating when a feature finally works, you're creating something far more powerful than a polished advert.
People love feeling like they're part of the journey. Show them your designer sketching wireframes on a whiteboard, your developer explaining a complex feature, or even the pizza boxes scattered around during a particularly intense sprint. This isn't just about being transparent; it's about building trust and connection with your potential users.
What Behind-the-Scenes Content Works Best
- Team members explaining features they're working on
- Office tours showing where the magic happens
- Problem-solving sessions and breakthrough moments
- Day-in-the-life content from different team members
- Design process videos showing iterations and improvements
- Testing sessions with real users
The beauty of behind-the-scenes content is that it doesn't need to be perfect—actually, it works better when it isn't. Raw, authentic moments where your team's personality shines through will always outperform overly polished content. Your audience wants to connect with real people, not corporate robots.
Tutorial and How-To Content
I've noticed something interesting over the years working with mobile app clients—tutorial content consistently delivers some of the highest download conversion rates on social media. There's something about showing people exactly how your app works that removes the guesswork and builds confidence.
When someone sees a step-by-step demonstration of your mobile app in action, they can immediately understand the value proposition. No fancy marketing speak needed! A 30-second video showing someone ordering food, tracking their fitness goals, or editing a photo tells the whole story.
Quick Tips vs Deep Dives
Short, snappy tutorials work brilliantly for social media—think Instagram Stories or TikTok videos that highlight one specific feature. But don't overlook longer how-to content either; YouTube tutorials that walk through multiple features can drive serious download numbers, especially when people are actively searching for solutions.
Tutorial content removes the fear factor that stops people from downloading new apps in the first place
The beauty of tutorial content is that it serves dual purposes for your content marketing strategy. You're educating potential users whilst simultaneously demonstrating your app's capabilities. People love knowing what they're getting into before they download—and tutorials that people actually want to watch give them that confidence boost they need to hit that install button.
Interactive Content and Polls
Interactive content is absolute gold when it comes to getting people to download your app. I've seen apps go from zero to thousands of downloads just by posting a simple poll on Instagram Stories—it's that powerful! The reason it works so well is because people love giving their opinion and feeling heard.
Polls are brilliant because they make people stop scrolling and actually engage with your content. When someone votes on your poll, the algorithm notices and shows your content to more people. It's like a snowball effect that keeps growing.
Types of Interactive Content That Work
- Instagram Stories polls and question stickers
- Twitter polls asking users to vote on app features
- Facebook polls about user preferences
- TikTok challenges related to your app
- Interactive quizzes that lead to app downloads
The key is making your interactive content relevant to your app. If you've built a fitness app, ask people about their workout preferences. If it's a recipe app, let them vote on what dish you should feature next. This builds a community around your app before people even download it.
Making It Work for Downloads
Always include a clear call-to-action after your interactive content. Once people have engaged with your poll, they're more likely to take the next step and download your app. It's all about timing and making the download feel like a natural next step.
Influencer Partnerships and Collaborations
When it comes to mobile app downloads, influencer partnerships can be absolute gold—but only if you do them right. I've worked with countless clients who've thrown money at big-name influencers expecting magic to happen, only to see disappointing results. The secret isn't always about follower count; it's about finding the right match for your app.
The most successful influencer collaborations I've seen focus on genuine use cases rather than flashy promotional posts. When an influencer actually uses your app and shows their audience how it fits into their daily routine, that's when the download conversion rates really shine. People can spot fake enthusiasm from a mile away, and authenticity drives action.
Types of Influencer Content That Work
Different influencer content styles work better for different apps, but here are the formats that consistently perform well:
- App walkthrough videos showing real usage
- Before-and-after posts demonstrating app benefits
- Story series documenting the influencer's experience
- Live streams featuring app demonstrations
- Challenge posts encouraging audience participation
Work with micro-influencers (1K-100K followers) who have highly engaged audiences in your app's niche. They often deliver better download rates than mega-influencers at a fraction of the cost.
Remember, successful influencer partnerships aren't just one-off posts. The campaigns that drive the most downloads often involve ongoing relationships where influencers become genuine advocates for your mobile app, creating multiple touchpoints with their audience over time.
Timing and Platform-Specific Strategies
Getting your timing right can make or break your app's social media campaign—I've seen brilliant content flop simply because it went live at the wrong moment. Each platform has its own rhythm and audience behaviour patterns that you need to understand if you want maximum downloads.
When to Post for Maximum Impact
Instagram works best during lunch hours and evenings when people are scrolling mindlessly through their feeds. TikTok is different; it thrives during those weird in-between moments throughout the day. Facebook still performs well in the evenings when people are winding down, whilst LinkedIn (if you're targeting business apps) peaks during work hours.
Platform-Specific Content Strategies
You can't just copy and paste the same content across all platforms—that's amateur hour stuff. Instagram loves polished visuals and Stories that disappear, creating urgency. TikTok wants authentic, entertaining content that feels native to the platform. Facebook still responds well to longer-form posts that tell a story, especially if they spark conversation in the comments.
Twitter moves fast; your content needs to be snappy and immediate. What works on one platform will often fail spectacularly on another, so tailor your approach accordingly. Each platform has its own language and culture that you need to respect.
Conclusion
After eight years of helping brands build mobile apps and watching countless download campaigns, I can tell you that getting people to actually download your app from social media isn't about luck—it's about understanding what makes people click that install button. The content types we've covered all work, but they work best when you combine them thoughtfully rather than throwing everything at the wall to see what sticks.
Video content remains the heavyweight champion for mobile app downloads because it shows your app in action; people can see exactly what they're getting before they commit to downloading. User-generated content builds trust in a way that polished marketing never can—real people using your app carries more weight than any advertising budget. Behind-the-scenes content creates connection, tutorials solve problems, and interactive content gets people engaged with your brand before they even have your app.
The timing and platform strategies we discussed aren't just nice-to-have extras—they're what separate successful campaigns from mediocre ones. Posting the right content at the wrong time or on the wrong platform can kill your download conversion rates faster than you'd think. Content marketing for mobile apps works best when you treat each platform as its own ecosystem rather than pushing identical content everywhere.
Start with one content type that fits your app and audience, master it, then expand from there. Your downloads will thank you for it.
