You’ve done it. You’ve launched the app you always dreamed of. Your blood, sweat and tears are all over that computer screen as you compile your last piece of XCode and submit it for approval. Now, you play the waiting game. Ok…waiting game sucks…let’s just say that Apple/Google/Microsoft have approved your app in seconds and it’s for sale.
You’re an app developer. Welcome to the new economy.
You’ve decided to go the freemium route with monetization. Seems smart, everyone’s doing it. Suddenly, people are downloading your app and loving it. It’s a game. They’re all swiping and force touching and crushing candy.
But what now? How can you take advantage of the fact that your game is popular?
The answer: social media.
Yes, social media. You probably use it in your personal life to stalk your ex or see what your friend had for lunch. But, now that you’re a developer, it can become the cornerstone of your world.
Have you ever heard of ‘Password Fatigue’?
If not, you can probably guess it. Essentially, people are tired of creating new accounts for every service that they sign up for. They’re tired of remembering passwords, usernames and having to guess what their Mother’s maiden name is while simultaneously answering a captcha that looks like half the letters of the alphabet are copulating.
Everyone wants to get rid of passwords but, until biometrics technology begins to catch up with our sci-fi fantasy, we’re stuck with them. Yet, that doesn’t mean that your users have to arduously create another account for your app. Just use social logins.
Yup! Allow your audience to easily login to your app with either their Facebook or Twitter accounts. Since both Facebook and Twitter are often baked into the OS it’s a simple click of a button to login to your app. Easy.
But, as the developer you get a lot more than just a happy customer.
The immediate benefit to the social login is the fact that it’s simple. You’ve just removed a huge impediment to sign ups by having it only take one click. This means that you’re far more likely to have customers sign up for your app than not. So, you’ve currently got a newly engaged and invigorated audience who are playing your game and have just granted you permission to their Facebook and Twitter details. There’s no need for email verification forms or any of the annoying stuff, they’re in…and that’s it. Facebook and Twitter have done the heavy lifting for you.
What does this mean?
You’ve got their email ID but, more than that, you’ve got their life story.
With a Facebook Connect you’ve got their birthday, hometown, full name, phone number, list of friends, profile pictures, work history and everything else that they’ve furnished Facebook with. If you put all of that into your signup form on your app, do you think you’d convert any leads? Or would people leave disgusted at the invasion of their privacy?
By collecting this information you’re able to easily create a custom Facebook audience in which to easily retarget your already engaged install base. Let’s say that you’ve got an audience of 100,000 people and you want to promote your new app, a different game on the app store. You simply extract their Facebook IDs and run a series of Facebook ads encouraging them to install the new app. You can even segment your audience based on what device they’re running, iOS or Android, and deep link directly to that OS’s app store. AMAZING!
But there’s even MORE! By adding a social login to your app you’re able to easily utilize the features of that particular network. This means that on Facebook you can easily post a status update, depending on the permissions, or send a Tweet.
Now, there are drawbacks to a social login.
Firstly, they need to have filled out their Facebook profile in order for your app to retain that data. If they haven’t done that….then you’re out of luck. At the very least you will get their name, gender, photo and Facebook ID. This won’t lead to as intensive a retargeting campaign as you’d like, but it could still convert a few users.
Secondly, you can’t build a community as easily through a social login. Unless you can get your audience to like your page or follow you on Twitter then it’s harder to form a social community. You could overcome this by retargeting them through advertising but it could eat into your marketing budget.
As app developers you want to make sure that your customers love your app as soon as they download it This means that whatever sign-up and verification forms you have will have to be short and sweet. Social logins represent the best option for many app developers, large and small, and they’re relatively easy to connect. Your customers will love the one click login and you’ll be able to find out a whole lot more about your install base. The fact that you can retarget them with additional marketing…well…that’s the icing on the cake!