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May 11, 2022
Apptopia has worked hand-in-hand with Digital Turbine, the leading independent mobile growth platform, to create the first of a new report series. The BRAG (Brand Relative App Growth) Index highlights apps' user acquisition strategies that are delivering above average app install volume relative to their prior quarter’s brand funnel (brand awareness and intent to install).
Finding new and unique ways to drive installs became a higher priority for mobile marketers when Apple's App Tracking Transparency (ATT) limited highly targeted advertising. The first BRAG Index gives well-timed insight to the mobile marketing tactics and trends born in this new age of mobile marketing.
The report covers seven categories [Finance, Food & Drink, Health & Fitness, Music & Audio, News, Shopping, Streaming Video] where apps have been placed into quadrants based on performance. Below are the top overall BRAG-gers, which means these apps outperformed most when it came to install numbers from October 2021 through March 2022 in comparison with apps that had similar Growth Potential (brand awareness x intent to install).
Across app categories, the top performers engaged in one or more of the following strategies:
● Offline Partnerships including presence and promotions with sports teams, games, athletes, and music artists that aligned a brand with an active fan base.
● Mobile Ecosystem Integrations including product development that positioned apps on operating systems, blockchain, payments platforms, and carrier/OEM devices.
● Product-Led Growth including features that make the experience more valuable to users on each return visit to increase the likelihood of organic sharing. This came in the form of unique currency, experiences, entertainment, or information.
As you can see, Fintech apps did well in general, so let's look at our Finance BRAG Box:
Transcenders (which is really where our report focuses) are emerging brands with lesser developed brand funnels that had better user growth over the past six months relative to peers with similar brand funnels. Leaders are well known, popular brands with strong brand funnels that had better user growth over the past six months relative to peers with similar brand funnels.
Builders are growing or refocusing brands with smaller brand funnels that delivered below average user growth over the past six months relative to peers with similar brand funnels. Blushers are well known brands with strong brand funnels that had lower user growth over the past six months relative to peers with similar brand funnels.
More details, methodology, and of course, effective user acquisition strategies can be found in the full report. Just click the blue button below.