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