TikTok drives higher retention for apps

Page 1

TikTok:TheKeytohigher AppRetention

Preface

Attractinghigh-qualityuserswhoengagewiththeplatformforextendeddurationspresentsaconsistent challengeforadvertisers.Toaddressthis,wepartneredwithAdjustforanin-depthanalysis.Ourfindings revealedthatthetrafficoriginatingfromTikTokdemonstratesasignificantlyhigherretentionrate,lower ratesofuninstallation,alowerCostPerInstall,andincreasedsessionlengths.

Strategy1

AcquireHigh-QualityUsersonTikTok

DevelopcontenttailoredspecificallyforTikToktocaptivateabroadaudienceandincreaseuser engagementandinteractionwithadvertisedapps.ByleveragingTikTok,brandscantapintoarich sourceofpotentialuserswhoaremoreinclinedtodownload,engagewith,andretain.Thismakes TikTokasacrucialelementinthemarketingmixforadvertisersseekingtoimprovetheirstrategiesfor acquiringusersandbuildingadedicatedusercommunity.InourrecentanalysiswithAdjust,we foundthatTikTokdriveshighqualityusersatacheapercostcomparedtootherplatforms.

Nextsteps

TakeadvantageofAppAdstoboostappdownloadsanduserengagement,particularlywith audiencesyou'vealreadynurtured.Additionally,categorizeandanalyzeuserswhointeractwithyour brandnaturally..

Source:
growth
MarketingScience,InternalMeta-analysis, EUI,2023,
1Themobileapp
report,2023,Adjust.TikTok
conductedbyAdjust
CPI -38% -32% -52% Education Entertainment
Finance

Strategy2

ReduceAppUninstalls

PreservingtheLifetimeValue(LTV)ofusersonyourappischallengingbutachievablebyreducing uninstallrates.Byengagingyouraudiencewithfreshoffers,rewardingloyalty,andnurturinga community,youcansignificantlyenhanceLTVfromyourcurrentuserbase.Additionally,TikTokʼsability toretargetusersefficientlyandeffectivelyenablesyourbrandtosustainandamplifythemomentum you'veestablished.

Nextsteps

Continuemarketinginitiativesthroughretargetingcampaignstoavoidlosingusers.Useconversion optimizationandvalue-basedstrategiestoretargethigh-valueusers,therebyboostingtheirloyalty.

Strategy3

EnhanceUserEngagementonTikTok

TikTokfostersastrongersenseofcommunityandconnectionamongitsuserscomparedtoother platforms,leadingto50%longersessiontimesontheapp.Brandsthatconsistentlyengagewiththeir audiencethroughcreativecontentonTikToknotonlyenhancediscoveryopportunitiesbutalso significantlyincreaseuserengagementtime.ThisindicatesTikTok'ssuperioreffectivenessasa platformfordiscoveryandengagement,surpassingotherchannelsintermsofbothcostefficiencyin useracquisitionandthequalityofuserengagement,asevidencedbythedurationoftimeusers spendontheapp.

Nextsteps

BoostyourbrandidentityonTikTokusingTTCX(TikTokCreativeExchange)program.Thisallowsyou tocollaboratewithpopularTikTokcreators,leveragingtheircreativecontenttoincreaseyourvisibility andreachamongusers.

Conclusion

Embracingatest-and-learnapproachallowsyoutorealizeandexplorenewpossibilitiesthat theplatformprovides.CrackthecodeforcreativesonTikTok&Weadvisecompletingyour SANconfigurationforTikTokandadoptingthesestrategiestoexpandyourcampaignsand achieveyourobjectivesontheplatform.

Source:1Themobileapp

Adjust.TikTokMarketingScience,InternalMeta-analysis, EUI,
by
Education Entertainment Finance -31% -47% -42% Education Entertainment Finance 55% 25% 33%
growthreport,2023,
2023,conducted
Adjust.

AcquireHigh-QualityUsersonTikTok

AndroidCPI

Education -38%

Entertainment -32%

Finance -56%

ReduceAppUninstalls

Uninstallrates

Education -31%

Finance -42%

Entertainment -47%

Scaleinvestmenttoacquire&retainhighqualityusers

Avgmonthlytimespentperuser

Education +55%

Entertainment +25%

Finance +26%

Appendix|EU #1 #2 #3
Source:TikTokMarketingScience,InternalMeta-analysis,EUI,2023,conductedbyAdjust

Appendix|DACH

#1

AcquireHigh-QualityUsersonTikTok

AndroidCPI

Education -51%

Entertainment -62%

Finance -21%

Uninstallrates

Education -23%

Shopping -62%

Entertainment -14%

Avgmonthlytimespentperuser

Finance +29%

Health&fitness +65%

Entertainment +76%

ARPU
Shopping +67% Entertainment +91% Finance: +95%
Source:TikTokMarketingScience,InternalMeta-analysis,EUI,2023,conductedbyAdjust
(Android)
ReduceAppUninstalls Scaleinvestmenttoacquire&retainhighqualityusers
#2 #3

Appendix|UK

#1

AcquireHigh-QualityUsersonTikTok

AndroidCPI

Health&Fitness -62%

Entertainment -47%

Utility -35%

Uninstallrates

Entertainment -15%

Health&Fitness -68%

Education -38%

#2 #3

Avgmonthlytimespentperuser

Lifestyle +81%

Entertainment +54%

Utilities +60%

ARPU

Shopping(Android) +93%

Lifestyle(Android) +30%

Utility(iOS) +50%

Source:TikTokMarketingScience,InternalMeta-analysis,EUI,2023,conductedbyAdjust
ReduceAppUninstalls
Scaleinvestmenttoacquire&retainhighqualityusers

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