Which Free Marketing Channels Work Best for New Apps?

What's the point of building an app if nobody knows it exists? I've watched too many brilliant apps die quietly in the app stores because their creators spent everything on development and had nothing left for marketing. Its a painful lesson I've seen repeated dozens of times—and honestly, it doesn't have to be this way.

Here's what most people don't realise: some of the most successful apps I've worked on started with zero marketing budget. Actually zero. Not "we have a small budget" but genuinely nothing to spend on ads or promotion. But here's the thing—they succeeded because they focused on free marketing channels that actually work; they just had to be strategic about it.

The mobile app landscape is crowded. Really crowded. There are millions of apps competing for attention and the average person only downloads a handful of new apps each year. User acquisition costs have gone through the roof, sometimes hitting £10 or more per install depending on your category. For startups and small businesses, paying for every single download just isn't sustainable... or even possible.

Free marketing channels aren't just for bootstrapped startups—they're often more effective than paid advertising because they build genuine user relationships and create sustainable growth.

But I've got good news. The best marketing channels for new apps don't cost anything except your time and effort. Social media, app store optimisation, content marketing, community building—these aren't second-rate alternatives to paid ads. They're often more powerful because they create real connections with users who actually care about what you've built. Sure, they take longer to show results, but the users you gain stick around much longer than those who clicked on a paid ad. In this guide I'm going to show you exactly which free marketing channels work best for new apps and how to use them properly. No fluff, just practical tactics I've used myself.

Social Media Channels That Actually Drive Downloads

Right, lets talk about social media and app downloads—because honestly, most people get this completely wrong. They think they need to be everywhere at once, posting three times a day on every platform. That's just not how it works, and I've seen clients burn themselves out trying to maintain that pace.

The truth is different social platforms work better for different types of apps. TikTok is absolutely massive right now for consumer apps, especially if you're targeting anyone under 35. But here's the thing—you need to understand how TikTok works before you start posting; its not about polished marketing videos, it's about authentic, entertaining content that fits naturally into peoples feeds. I mean, you can't just repurpose your Instagram content and expect it to perform.

Instagram works well for visual apps—fitness, food, lifestyle, anything where you can show results or beautiful interfaces. The key is using Stories and Reels, not just regular posts. Actually, regular posts barely get any reach anymore compared to what they used to get a few years back.

Which Platform Should You Choose?

Twitter (or X, or whatever we're calling it now) is brilliant for B2B apps, productivity tools, and anything tech-focused. The developer community is still really active there, and you can get genuine feedback quickly. Reddit is underrated for app marketing, but you need to be careful—Reddit users can smell marketing from a mile away. You have to genuinely participate in communities and add value before promoting your app.

LinkedIn works if you're building something for professionals or businesses. But lets be honest, its a bit of a tough crowd there. You need proper case studies and results to get traction, not just "we launched an app" announcements.

What Actually Gets People to Download

Here's what actually drives downloads from social media in my experience:

• Short video demos showing your app solving a real problem in under 15 seconds
• User-generated content from your early adopters (this is gold, honestly)
• Behind-the-scenes content about why you built the app and what problem it solves
• Quick tips or hacks related to your apps purpose, with a subtle mention of how your app helps
• Before and after content showing actual results people got using your app

The biggest mistake I see? People posting "Download our app!" with a link and nothing else. That doesn't work. Never has, never will. You need to give people a reason to care first—show them what's in it for them, demonstrate value, make them curious. Then the download comes naturally.

And one more thing—don't spread yourself too thin. Pick one or two platforms where your target users actually spend time, and do those properly. Its better to have a strong presence on one platform than a weak presence on five.

App Store Optimisation for Organic Discovery

Right, let's talk about the App Store and Google Play—because honestly, these are probably going to be your biggest sources of free users if you get this right. I've seen apps with zero marketing budget get thousands of downloads purely through App Store Optimisation (or ASO, as everyone calls it). And I've also seen apps with brilliant functionality get completely buried because they ignored the basics.

The thing is, both Apple and Google want people to find good apps in their stores. It's in their interest. So they've built search algorithms that—if you understand how they work—can push your app in front of people who are actively looking for what you offer. The best bit? You don't pay a penny for these downloads; they're completely organic.

Your app title is probably the most important thing you'll optimise. I know it sounds obvious but you'd be surprised how many people get this wrong. You want your main keyword right there in the title, but it still needs to sound natural and appealing to actual humans. Something like "Budget Tracker - Expense Manager" works much better than just "FinanceApp" because it tells people what you do whilst including searchable terms. Google Play gives you more characters to work with (30) compared to the App Store (also 30), but the principle is the same—make every character count.

Then there's your subtitle (on iOS) or short description (on Android). This is prime real estate for your secondary keywords. Don't just repeat whats in your title; use this space to include variations and related search terms that people might actually type when looking for an app like yours.

Keywords That Actually Matter

Here's where people often waste time—they obsess over super competitive keywords that massive companies with huge budgets already dominate. When I'm working with new apps, I tell them to focus on specific, longer search phrases that have less competition. Sure, "fitness app" gets searched millions of times, but you're competing with Nike and Peloton. Instead, "home workout for beginners" or "quick desk exercises" might get fewer searches but you've actually got a chance of ranking for them.

The App Store has a dedicated keyword field (100 characters) that users never see—this is where you stuff in your alternative keywords, separated by commas with no spaces. Google Play is different; it looks at your entire description to understand what your app does. Both stores also consider your category selection, so pick the most relevant one even if a more popular category seems tempting.

Your Screenshots Are Doing Heavy Lifting

I mean, technically screenshots aren't about search ranking but they absolutely affect your conversion rate from impression to download. And here's the thing—if more people who see your listing actually download your app, the stores interpret that as a quality signal and may rank you higher. So its all connected really.

Your first two or three screenshots need to communicate your apps core value instantly. People are scrolling fast. They're not reading your description (yet). Those first images need to answer the question "what does this do for me?" in about three seconds. I always recommend putting text overlays on your screenshots explaining the benefit, not just showing the interface. "Track your spending in seconds" tells people more than just a screenshot of your dashboard screen.

Reviews and ratings probably have the biggest impact on both rankings and downloads. The stores want to promote apps that users actually like and use. Getting your first reviews is tough—I won't lie about that. But even just asking users at the right moment (after they've completed a task successfully, not when they first open the app) can make a huge difference. Five good reviews are better than none, and fifty reviews will start giving you real credibility.

Regular updates signal that your app is actively maintained, which both stores favour in their algorithms. You don't need to push an update every week, but going months without any updates can hurt your rankings. Even small bug fixes and performance improvements count here.

Test different versions of your screenshots and app preview video by watching your conversion rate in the store analytics. Even small changes to how you present your apps value can double your download rate from the same number of impressions. Its free testing that can have massive impact.

Building a Content Strategy That Brings Users

Look, I'm going to be honest with you—content marketing for apps is exhausting. Its time-consuming, it takes ages to see results, and half the time you're not even sure if anyone's reading what you've written. But here's the thing: it works. I've seen apps go from zero downloads to thousands purely through consistent, helpful content that actually solves peoples problems. The trick is knowing what content to create and where to put it.

When I started building apps, I made the mistake of thinking content meant writing blog posts about our app features. Bloody hell, was that boring! Nobody cares that your app has a "revolutionary new swipe gesture" or whatever. What they care about is solving their specific problem—and if you can help them do that through free content, they'll remember you when they need a solution.

What Content Actually Brings Downloads

The best performing content I've seen falls into three categories: tutorials that teach people how to do something related to your app's purpose, problem-solving guides that address pain points your target users have, and comparison content that helps people make decisions. Sure, you could write about industry news or thought leadership pieces, but lets be real—nobody's downloading your app because you wrote a think piece about mobile trends.

I mean, if you've built a budgeting app, write guides like "How to Save £500 in Three Months" or "Simple Ways to Track Your Spending." People searching for that content are already showing intent; they have the problem your app solves. You're meeting them exactly where they are in their journey, and that's powerful.

Where to Publish Your Content

You've got options here, and not all of them require building a fancy blog on your website (though that helps for long-term SEO). Medium, LinkedIn articles, Reddit posts, Quora answers—these platforms already have the audience you're trying to reach. I always tell clients to start with platforms where their users already hang out rather than trying to build traffic from scratch.

The key is consistency without burning yourself out. One really good piece of content per week beats seven mediocre posts. Focus on depth rather than breadth; answer questions thoroughly, provide actual value, and don't be afraid to give away your best insights for free. People won't avoid downloading your app just because you taught them something useful—they'll download it because you've proven you understand their needs.

Here's what your content strategy should include:

• Search-focused guides that target specific problems your users face
• Video tutorials showing real use cases (even screen recordings work fine)
• Reddit and forum contributions where your target audience asks questions
• Email content for people who've shown interest but haven't downloaded yet
• Guest posts on relevant blogs or publications in your industry
• Social proof content like user stories or problem-solution case studies

One thing that catches people out: they create amazing content but forget to include clear calls-to-action. Every piece should naturally lead readers to download your app, but it shouldn't feel forced. "If you found this helpful, our app automates this entire process" works better than "DOWNLOAD NOW" plastered everywhere. Trust me on this—I've tested it more times than I can count, and subtle CTAs convert better when the content itself has already built trust.

Getting Featured Without Spending Money

Getting featured by Apple or Google sounds impossible when you're a small team with no connections, right? Actually, its not as hard as people think—and I've had clients featured multiple times without spending a penny on paid promotion or having some secret contact at Apple. The truth is that both app stores actively want to feature good apps; they need fresh content to keep their platform interesting and their editorial teams are always looking for apps that deserve attention.

Here's what actually matters when it comes to getting noticed: quality, timing, and telling a good story. Apple especially loves apps that showcase whats possible on their platform—apps that use new iOS features, apps with exceptional design, apps that solve real problems in clever ways. When a new iOS version launches, theres a massive opportunity because the editorial team needs apps that demonstrate the new capabilities. I mean, if you can integrate new features quickly and do it well, you're already ahead of 90% of developers who wait months to update.

The submission process is straightforward but most people get it wrong. You need to fill out the app information form in App Store Connect properly—and I mean properly, not just the basics. Write compelling descriptions that explain why your app matters, not just what it does. Include high-quality screenshots and preview videos that actually show the app in action. The editorial team reviews thousands of apps, so you need to make their job easy by presenting something polished and ready to showcase.

The apps that get featured aren't always the ones with the biggest budgets or the most downloads—they're the ones that make the platform look good

But here's the thing—timing matters more than anything else. Reach out to the editorial team before major holidays, before back-to-school season, before new product launches. Pitch your app as the perfect fit for their upcoming collections. Tell them the story behind your app, why you built it, what problem it solves. Make it personal but professional. The editorial teams are humans looking for apps that fit their narrative, so give them a narrative thats easy to work with and genuinely interesting.

Community Building and User Referrals

Right, so here's something that took me far too long to properly understand—building a proper community around your app is probably the most powerful free marketing channel you'll ever use. I'm talking about real people who actually care about what you're making, not just a bunch of email addresses sitting in a database doing nothing.

When I say community, I mean creating spaces where your users can talk to each other, share tips, ask questions and generally feel like they're part of something bigger than just downloading an app. This could be a Discord server, a Facebook group, a subreddit, or even just an active Twitter presence where you actually respond to people. The platform doesn't matter as much as the engagement does.

Getting Your First Community Members

Your earliest users are gold. Treat them like it. These people took a chance on your app when nobody else had heard of it, and they're the ones most likely to become advocates if you give them a reason to care. Respond to their messages personally—not with some automated rubbish—and actually implement their feedback when it makes sense. People love feeling heard; it's a bit mad how powerful that simple act can be.

The trick is to give your community members something valuable beyond just your app. Maybe its exclusive access to beta features, maybe its direct communication with you and your team, or maybe its just being part of a group of people who share similar interests or problems. Whatever it is, make sure there's a genuine reason for people to stick around and participate.

Building a Referral System That Actually Works

User referrals are basically community building on steroids. When done right, your existing users become your sales team—except you don't have to pay them salaries. But here's the thing, most referral programmes fail because they're either too complicated or the incentive isn't compelling enough.

I've seen apps offer everything from discounts to premium features to actual cash for referring friends. What works best really depends on your app and your audience. For a productivity app, maybe its premium features; for a finance app, maybe its actual money (people like money, turns out). The key is making the referral process stupidly simple—one tap to share, easy for friends to sign up using that share, and automatic rewards without jumping through hoops. If you're looking for practical advice on promoting referral programs to existing users, there are proven strategies that can help boost participation rates.

Here are the components every decent referral programme needs:

• A clear benefit for both the referrer and the person being referred (nobody likes feeling used)
• Simple sharing mechanics that work in whatever messaging app people actually use
• Transparent tracking so people can see their referrals and rewards
• Low friction signup for referred users—don't make them fill out a bloody essay
• Automatic reward delivery without manual approval processes

The timing matters too. Don't ask someone to refer friends five seconds after they've downloaded your app; they haven't even figured out if they like it yet. Wait until they've had a genuinely positive experience, completed a key action, or achieved something meaningful within your app. That's when they're most likely to want to share.

One thing I always tell people is that building community and encouraging referrals aren't separate activities—they feed into each other. A strong community naturally generates referrals because people want their friends to be part of something they enjoy. And getting new users through referrals strengthens your community because they're coming in with a built-in connection to an existing member. Its a proper virtuous cycle when it works right.

PR and Media Outreach on a Shoestring

Look, getting press coverage for your app without a budget sounds impossible—but it's not. I've seen apps get featured in major tech publications without spending a penny on PR agencies (which, by the way, can charge £3,000+ per month). The trick is understanding what journalists actually want and making their job easier.

Here's the thing; most journalists are drowning in press releases that sound exactly the same. They're looking for stories that their readers will care about. Not "we launched an app" stories—those go straight in the bin. You need an angle. Maybe you've solved a problem that affects millions of people? Maybe you've got interesting data from your beta users? Maybe there's a human interest story about why you built this app in the first place?

I always tell clients to start small and local. Local news outlets are genuinely interested in businesses in their area—they need content just as much as you need coverage. Reach out to local newspapers, radio stations, and regional tech blogs. They're much more likely to respond than TechCrunch on your first attempt.

When you do reach out, keep your pitch short. Really short. Three paragraphs maximum. Lead with the most interesting bit—don't bury it in paragraph five. Include screenshots or a demo video link right there in the email so they don't have to ask for it later. Make it dead easy for them to write about you.

Build a simple press kit on your website with high-res screenshots, your app icon, founder photos, and a one-page fact sheet; journalists love having everything in one place and it makes you look more professional than startups twice your size.

Another thing that works? Help A Reporter Out (HARO). Its a free service where journalists post requests for expert sources. If you can position yourself as an expert in your apps niche, you can get quoted in major publications without pitching them at all. I've seen app founders get links from massive sites just by responding quickly to relevant HARO requests.

Product Hunt and Launch Platforms

Product Hunt is one of those platforms that can genuinely make a difference for new apps—but only if you understand how it actually works. I mean, I've seen apps get thousands of upvotes and downloads in a single day, and I've also seen launches that barely made a ripple. The difference? Preparation and timing.

Here's the thing—Product Hunt isn't just about showing up on launch day and hoping for the best. The most successful launches I've worked on started building their Product Hunt presence weeks before the actual launch. You need to engage with the community first, upvote other products, leave thoughtful comments, and basically show that you're not just there to take but to give as well. Its a community, not a billboard.

The timing of your launch matters more than you might think. Launching on a Tuesday, Wednesday or Thursday typically gets better visibility than weekends when competition is lower but so is overall traffic. And you want to go live at 12:01 AM Pacific Time—this gives you the full 24 hours to accumulate votes and comments. Starting late means you're already behind products that launched earlier in the day.

Key Steps for a Successful Product Hunt Launch

• Build relationships with active Product Hunt members at least 2-3 weeks before your launch
• Prepare your tagline, description and first comment in advance (the first comment should explain what problems your app solves)
• Have your visuals ready—screenshots, demo videos, and a compelling thumbnail image
• Mobilise your existing users and email list on launch day but don't spam or ask for upvotes directly (Product Hunt can detect this)
• Stay active throughout the day responding to every comment and question
• Cross-promote on your other channels but make it about the conversation, not just the upvotes

Beyond Product Hunt, there are other platforms worth considering like BetaList for apps still in beta, Hacker News if your app has a technical angle, and Reddit's various app-focused subreddits. But honestly? These require even more community engagement and authentic participation. You can't just show up, drop your link, and disappear—that gets you downvoted fast.

Measuring What Works Without Fancy Tools

Right, so you've been posting on social media, optimising your app store page, maybe even reached out to some journalists—but how do you actually know what's working? Here's the thing: you don't need expensive analytics platforms or complicated dashboards to figure out which free marketing channels are bringing in users. Most of what you need is already built into the tools you're using.

Start with the basics. Your app store console (whether thats App Store Connect or Google Play Console) already shows you where people are finding your app. Look at the "Sources" section—it breaks down whether people found you through search, browsing, or external links. This data is gold because it tells you if your ASO efforts are paying off or if that blog post you wrote is actually driving traffic.

For social media, use the built-in analytics each platform provides. Instagram Insights, Twitter Analytics, LinkedIn Analytics—they're all free and they tell you which posts are getting engagement and which ones are falling flat. Pay attention to click-through rates, not just likes; a post with 500 likes but 3 clicks isn't doing much for your app downloads, is it?

The metrics that matter most are the ones that connect directly to downloads and active users, not vanity metrics like follower counts

Create simple tracking links using UTM parameters (Google's Campaign URL Builder is free) so you can see which specific sources are driving installs. I always set these up for different channels—one for Reddit posts, one for Product Hunt, one for email signatures. Its a bit of manual work upfront but it means you'll know exactly where your users came from. And honestly? When you're working with zero budget, knowing what works means you can double down on the channels that actually matter instead of spreading yourself too thin across everything.

Conclusion

Look—free marketing for a new app isn't easy, and anyone who tells you otherwise is selling something. But here's what I've learned after years of watching apps succeed (and fail): the ones that make it are usually the ones that pick two or three channels and actually commit to them properly, rather than spreading themselves too thin across everything.

You don't need to be on every social platform. You don't need a blog with fifty articles. You don't need to apply to every launch platform that exists. What you need is consistency; what you need is patience, and what you need is a willingness to actually talk to your users and listen to what they're saying.

The mistake I see most often? People launch their app, try a bit of everything for two weeks, see no immediate results and give up. But free marketing channels take time to build momentum—sometimes months before you start seeing real traction. App Store Optimisation doesn't deliver overnight results. Building a community takes effort and genuine engagement. Content marketing requires you to actually create content that people want to read or watch.

But the good news is that these channels compound over time. Every piece of content you create, every community member you engage with, every optimisation you make to your app store listing... they all work together to create a foundation that keeps bringing users in long after you've done the initial work. Its not glamorous, honestly, but it works.

So pick your channels based on where your users actually are—not where you think they should be. Test different approaches. Measure what's working (even if its just basic numbers). And give yourself at least three to six months before you decide whether something's working or not. Free doesn't mean easy, but it does mean sustainable if you stick with it.