Understanding Mobile App Brand Awareness: Metrics and Strategies

Understanding how to measure brand awareness has become a critical aspect of any app’s success. Think about how you remember a brand, Is it the logo, a catchy tagline, or an appealing brand icon? You will realize, it is not just one specific thing but depends on how you resonate with the brand. This familiarity with the brand grows from past experiences. It is fostered through brand awareness campaigns to make the brand stand out and increase brand visibility, awareness, and recognition. Studies show that 89% of experienced marketers recognize the crucial importance of brand awareness. Therefore, you must know how to build, measure, and keep track of brands through marketing campaigns to ensure your mobile app’s success.

In this blog, we are going to discuss the fundamentals of mobile app brand awareness and understand various metrics essential for understanding how to measure brand awareness. Additionally, we will discuss strategies, marketing efforts, challenges, and future trends associated with measuring market brand awareness.

Mobile App Brand Awareness: Definition

In terms of mobile apps, brand awareness is how familiar a user is with your mobile app, i.e., the degree to which a user recognizes or recalls an app. It encompasses brand recognition, brand visibility, or brand recall through its unique name, logo, or unique selling point.

Stages of Mobile App Brand Awareness

To understand how to measure brand awareness through marketing campaigns or social media platforms like Facebook, we need to first thoroughly understand the different stages of mobile app brand awareness.

The four stages are:

1. Awareness: In this stage, the user first encounters your app. Here, the user has zero previous knowledge about your app.
2. Recognition: In this stage, users begin to recognize your app’s name or logo when they encounter it.
3. Recall: In this stage, users can recall your mobile app with its brand identity when prompted to link to previous experience.
4. Top of mind:The final goal to reach in the mobile app brand awareness campaign is at this stage. Here, your app becomes the first choice that comes to users’ minds when they think about apps in the same category.

Understanding How to Measure Mobile App Brand Awareness

To effectively understand how to measure brand awareness of any mobile app, one needs to have some background knowledge. Some of the related technical terms, tools, and marketing techniques to gain background understanding are explained below:

1. Key Performance Indicators (KPIs) for Brand Awareness

Key performance indicators (KPIs) consist of brand awareness metrics such as brand recall, brand recognition, or brand visibility. It indicates how well a user recognizes and recalls our mobile app. It helps in interpreting how to measure the value of brand awareness campaigns.

Also read: 25+ Mobile App KPIs to Track Your App’s Performance

2. Brand Metrics for Measuring Mobile App Brand Awareness

Brand metrics are those measurable quantities that are accounted for to assess the brand’s perception among users. There are several types of brand metrics, including awareness metrics, sentiment analysis, engagement metrics, etc.

3. Awareness Index for Measuring Mobile App Brand Awareness

Brand index value (BAI) is the metric that quantifies the level of familiarity or recognition a user has with the brand. It helps to measure the increase in brand awareness through your marketing campaign.

4. Brand Awareness Rate

The brand awareness rate can be defined as the percentage of people who are aware of your brand out of your total specified target audience. It is crucial for evaluating the success of your brand awareness campaigns or marketing efforts.

5 Key Metrics to Measure Brand Awareness of Mobile App

A key metric is a statistic or a numerically quantifiable value that defines the performance of an organization. Here, we will discuss some key metrics that show ways to measure brand awareness. With the help of these key metrics, you can keep track of the number of times your brand is searched, the number of people talking about your brand, their level of familiarity with the brand, and your app’s performance among the target audience.

Some of these key metrics are:

1. App Store Metrics

Several app store metrics can be used to measure mobile app brand awareness. One such metric is search volume and traffic. You should keep a regular check on the amount of traffic on app stores, e.g., Google Play and the Apple App Store, depending on your Android or iOS app. Higher traffic helps to increase brand awareness.

App store ranking is also one such metric that ranks your app in the category. The higher the rank, the better the brand awareness. Referral traffic is also one source of traffic that helps enhance mobile app brand awareness.

The number of app installs or downloads can also be considered a mobile app brand awareness metric. If you see a significant increase in app installs during a brand awareness campaign, it indicates a successful marketing effort.

2. User Engagement Metrics

User engagement metrics help determine how to measure brand awareness by quantifying how users discover, interact with, and engage with your app. Metrics like daily active users (DAU) and monthly active users (MAU) help you understand how frequently users are engaging with your mobile app.

Session length describes the average amount of time a user spends on your mobile app. Longer session lengths depict higher user engagement and connection with your brand. Therefore, there is increased brand awareness.

3. Social Media Metrics

Social media platforms can be a game changer in increasing your mobile app brand awareness. Performance on social media platforms can be estimated by measuring the number of brand mentions. You can also keep track of the number of times your app’s content is displayed on social media platforms through a metric called social media impressions.

Studies show that, overall, 89% of marketers use Facebook for branding. You should keep track of the number of followers, likes, comments, and shares on the brand’s post and focus on enhancing user engagement.

Also read: How To Promote Your App On Social Media

4. Brand Sentiment Analysis

Analyzing the sentiments of your brand’s social mentions, reviews, comments, and feedback can act as a great way to analyze how users perceive your brand. Positive sentiment indicates favorable brand awareness, while negative sentiment highlights the areas of your mobile app that need improvement. It can help in creating further marketing campaigns to increase brand awareness.

The Net Promoter Score (NPS) is one such metric that indicates the number of users that are likely to further recommend your app. A high NPS value depicts greater brand loyalty and enhanced brand awareness.

5. Surveys and Feedback

Surveys and feedback are a great source for understanding how to measure brand awareness. Conducting surveys for the target audience can give you clear insights into how people are perceiving your brand, their positive remarks, and their pain points.

Feedback and reviews can act as a great resource for assessing how well users know your app. With real-time knowledge of customer experience, you can plan better for future marketing efforts in brand awareness campaigns.

4 Strategies to Increase Your Mobile App Brand Awareness

Effective brand awareness campaigns can be executed using various brand awareness strategies for building brand loyalty and increasing brand recognition. Here are some strategies to enhance your mobile app’s brand visibility and recall:

1. Utilizing Social Media Marketing

You can leverage social media platforms to increase  brand awareness of your mobile app by actively engaging with your audience on various channels. Some of the popular platforms for this are Facebook, Instagram, Twitter, and LinkedIn. Each app has a unique audience and content type that is suited to them.

To maximize your mobile app brand awareness, you should create and share engaging content that is related to your target audience. These contents can be in the form of posts, videos, reels, infographics, story highlights, etc. You can also collaborate with popular influences in your niche to expand your reach and build brand authority.

2. Optimizing App Store Presence

App store optimization is essential for increasing your mobile app’s brand visibility on platforms like the Google Play Store and Apple App Store. For effective app store optimization, you should have a clear and concise app title with a compelling app description. Using relevant keywords is a great way to optimize your app listing.

Moreover, you should also include eye-catching visual elements in the form of a logo and an icon. Using high-quality screenshots to showcase your app’s interface and key features can help build better brand understanding. By using these tips, you can create a compelling app store presence that attracts and engages potential users, ultimately boosting the brand’s awareness.

3. Leverage Content Marketing Strategy

“Content is the atomic particle of all marketing.” Creating relevant, engaging, and compelling content helps build brand authority and spread brand awareness. Valuable content in the form of blogs, videos, or infographics attracts potential users and establishes your app as a leader in its niche.

You can include blog posts related to industry trends, app updates, and customer success stories to keep your audience updated. Nowadays, video content is getting more popular in terms of engaging users through tutorials or testimonials. You can also leverage guest blogging and email marketing to reach potential users and build brand awareness.

4. Combining Paid and Earned Media Advantage

To design an effective brand awareness campaign, you can utilize a blend of paid and earned media. Paid media, such as targeted ads on social platforms and search engines, helps you reach your potential audience easily and quickly. Investing in paid marketing campaigns can immensely increase your mobile app’s brand awareness.

Furthermore, you can also leverage the advantages of earned media by building effective relationships with popular journalists, bloggers, and influencer’s in your niche. You can measure brand awareness through organic mentions, reviews, etc. Moreover, press releases can be a great way to build your brand’s authority by publishing significant updates, new features, or milestones on authoritative news sites.

Conclusion

Understanding how to measure and increase mobile app brand awareness has become very crucial to achieving long-term success in this competitive market. Brand awareness not only enhances brand visibility and recognition but also influences the decision-making of the user.

Implementing strategies such as social media marketing, app store optimization, and content marketing can increase your brand’s awareness and build customer loyalty. However, mobile app brand awareness isn’t just about metrics and strategies—it’s about building a connection with your potential audience that forms a lasting impression and builds your brand’s loyalty among users.