With millions of apps competing for attention in the app stores, finding cost-effective ways to boost app installs is essential. Cross-promotion is one such strategy that enables app developers and marketers to leverage existing user bases to drive downloads without heavy spending on paid advertisements. In this guide, we’ll explore how cross-promotion strategies work, their benefits, and the best practices to maximize their effectiveness.

What is Cross-Promotion in App Marketing?

Cross-promotion is a marketing strategy where apps promote each other within their networks. This can happen within the same developer’s ecosystem (self-promotion) or through partnerships with other app developers. The goal is to increase app installs, improve retention, and enhance engagement by leveraging an existing user base that is likely to be interested in another related app.

Types of Cross-Promotion Strategies

There are various ways to execute cross-promotion, each with unique benefits. Here are the most effective strategies:

1. In-House (Self-Promotion) Cross-Promotion

If a company has multiple apps in its portfolio, it can promote one app within another. For example, a game developer with multiple mobile games can encourage users of one game to try another game within the same ecosystem.

  • How it works:
    • Display in-app banners promoting another app in your portfolio.
    • Use push notifications to notify users about a new app launch.
    • Offer incentives (such as bonus rewards or exclusive content) for downloading a sibling app.
    • Suggest related apps during the onboarding or checkout process.
  • Example:
    • Supercell (creator of Clash of Clans, Clash Royale, and Brawl Stars) promotes its other games through in-app banners and special rewards.

2. Direct Cross-Promotion Partnerships

App developers can collaborate with non-competing but complementary apps to promote each other’s apps to their respective audiences.

  • How it works:
    • Two or more apps agree to display each other’s advertisements within their platforms.
    • Promotions can take the form of banners, pop-ups, or interstitial ads.
    • Each app benefits by gaining exposure to an engaged and relevant user base.
  • Example:
    • A fitness app partnering with a healthy recipe app to promote each other.
    • A photo editing app cross-promoting with a social media scheduling app.

 

3. Cross-Promotion Networks

Developers can join cross-promotion ad networks that allow them to exchange app installs with other developers without incurring high advertising costs. These networks function like an ad exchange, where developers promote other apps in their network in return for promotion.

  • Popular cross-promotion networks:
    • Chartboost (for gaming apps)
    • Tapjoy
    • ironSource

4. Social Media & Community Cross-Promotion

Apps can cross-promote each other through social media, blogs, influencer collaborations, or email lists.

  • How it works:
    • Co-marketing campaigns where two brands or apps feature each other on their social media platforms.
    • Joint giveaways or contests that require users to download both apps to participate.
    • Social media shoutouts or guest blog posts promoting each other’s apps.
  • Example:
    • A meditation app partnering with a sleep-tracking app to promote each other via social media and email campaigns.

How Cross-Promotion Helps Increase App Installs

1. Increases Install Volume Without High Ad Costs

Paid user acquisition campaigns, such as Facebook Ads and Google Ads, can be expensive. Cross-promotion offers a low-cost or even free alternative to acquire new users by leveraging an existing audience. Since both apps benefit from the exchange, there’s no need for a large advertising budget.

2. Taps into a Highly Relevant Audience

Cross-promotion works best when apps have similar target audiences. If users already enjoy one app, they are more likely to download another app that complements their interests. This leads to higher conversion rates compared to generic ad campaigns.

3. Boosts Organic Discoverability

Higher download numbers signal to app stores that the app is gaining popularity, which can improve its ranking in App Store and Google Play search results. More visibility leads to more organic installs.

4. Enhances User Engagement and Retention

Users who download a second app within the same ecosystem (or a complementary app) tend to stay engaged longer. For example, a fitness app user who downloads a meal-planning app is likely to use both apps regularly, increasing long-term retention.

5. Provides Data-Driven Growth Opportunities

By analyzing cross-promotion performance, developers can identify which app partnerships drive the most installs. These insights help refine user acquisition strategies and optimize future marketing efforts.

Best Practices for Successful Cross-Promotion

To maximize the effectiveness of cross-promotion strategies, follow these best practices:

1. Choose the Right Cross-Promotion Partners

Select apps that align with your target audience but are not direct competitors. Look for apps that:

  • Have a similar user base.
  • Offer complementary services (e.g., a language-learning app partnering with a travel app).
  • Have a good reputation and user engagement metrics.

2. Optimize Cross-Promotion Placement

Position cross-promotional ads in areas where users are most likely to engage:

  • During onboarding: Recommend a related app when a user first signs up.
  • Post-action triggers: If a user completes a certain action, suggest another app that enhances their experience.
  • Interstitial screens: Show a full-screen promotion between user sessions.

3. Use Engaging Creatives and Messaging

  • Ensure that promotional banners, pop-ups, or videos highlight the value of the promoted app.
  • Include a strong call-to-action (CTA) to encourage immediate downloads.
  • Use A/B testing to find the most effective creative elements.

4. Offer Incentives to Drive Installs

Encourage users to install a partner app by offering rewards such as:

  • Bonus points, in-game currency, or exclusive features for downloading the app.
  • Discounts or premium content for users who install both apps.

5. Monitor Performance & Optimize

Track key performance metrics, including:

  • Click-through rate (CTR) on promotional placements.
  • Conversion rates from cross-promotion efforts.
  • User engagement and retention after installation.

Use this data to refine strategies and focus on the most effective partnerships.

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Real-World Examples of Successful Cross-Promotion

1. Google’s Ecosystem Strategy

Google cross-promotes its suite of apps (e.g., Google Drive, Gmail, Google Photos, and Google Meet) to encourage users to adopt multiple services within its ecosystem.

2. Duolingo & Babbel Partnership

Both language-learning apps used joint marketing campaigns to promote each other, driving installs by targeting users interested in language acquisition.

3. Mobile Games Using Cross-Promotion Networks

Game developers like King (Candy Crush), Supercell, and Zynga promote their new games within existing games, boosting install rates while keeping advertising costs low.

Final Thoughts

Cross-promotion is a powerful and cost-effective strategy to increase app installs, improve user retention, and expand an app’s reach. Whether through in-house promotions, direct partnerships, or cross-promotion networks, leveraging an existing audience can lead to sustainable and organic growth. By following best practices such as selecting the right partners, optimizing ad placements, and tracking performance, app developers can maximize their success in today’s competitive app market.