Mobile Growth and Instagram
Going down the path from the mountain lake in Altai Mountains and climbing for the umpteenth time through the blockage of stones, the idea came to my mind that it would be cool to have maps of all these mountain paths in front of you. Having such tools you could find the most convenient place for staying for a night, the nearest brook or best or fastest route to reach easily your camp.
We have been creating mobile guides for self — sufficient travelers for 2 years. Our apps help to navigate on unfamiliar territory. During this time we launched: a guide to the ski resort Sheregesh, Altai Mountains, official guide to the Novosibirsk region; also with partners we are preparing to launch Sochi, Dombai and Georgia guides.
Marketing
Today the content marketing is one of the most effective ways to talk about your product. Social networks, especially Instagram, provided excellent tools for this. Hashtags and geolocations are suitable for determining the target audience and allow you to establish a contact with it.
For the first season we had 10 thousand subscribers and in the second season about 30% of the whole audience comes to us from Instagram, without investments in advertising.
What technologies do we use?
Branch Links allows you to create a single entry point for all platforms, such as iOS, Android or Web and place one link and for those who already use the application and for those who see it for the first time.
First of all, we placed a link in the Instagram profile. About 8% of all who enter the profile click on this link. 45% of them install the application, a part of them reopens it and other part goes to the App Store or Google Play.
Instagram Stories
When we had 10 thousand subscribers Instagram opened for us an additional tool . There were some Stories links to redirect to the different web pages. Stories remind people about the application that increase the engagement and retentions of users.
At the same time any link that we post redirects to a specific page in the app, for instance a recreation center, a new landmark or a story about new services. Deepveiew tool which displays content from the application if you do not have your own web app version worked perfectly in this case.
It also allows you to use the promotion of specific objects and services through a social network, because from 10 to 20% of subscribers view Stories and bloggers get access to a big loyal audience.
What else?
It soon became apparent that Stroies is a great tool to show people how to use the application. For example you might watch how to book a vacation or use maps and other features correctly and profitably. We began to shoot video from the smartphone screen and show how users may use our apps. This fast way of consuming content is quite suitable for these purposes.
