I honestly liked grapevine's approach. They ran a twitter account (anoncorpchat) and funneled people into their discord community much before the app was ready.
Did some useful stuff like salary report etc.
Then when the app was out, they posted SS of interesting posts..they still do this.
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In short, build a community, provide value.
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Bring in some 20-30 people from your immediate network to post on the app..seed good habits.
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You as the founder might need to create multiple accounts and drive engagement via posts and replies..so that it looks organic..reddit co-founders did this.
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Run app install campaigns on Meta (make sure there is enough content in the feed for people to go through, else your users will churn)
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Promote your app in popular communities. Bring in referral rewards and seed some shareworthy posts.
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I'd say you should do paid influencer posts once you have observe some DAU and engagement. You must also have figured out an engagement startegy for the acquired users. A/B test on your onbaording flow too.
Influencer campaign will lead to more branding than app installs. If you want more app installs perf marketing would be the better option.
- Remember to retain your acquired users. Retention is a big problem for social apps.
All the best, let me know if you need some help. Would love to work on something like this as a side project/part time.