What is Incentivized Downloads?

In the growth marketing world, Incentivized Downloads is a strategy that has been utilized for a good amount of time, especially within the app industry.

Dating back to the early 2010s, when smartphone usage, and with it the app market, began to increase significantly, app developers turned to incentivizing downloads as a way to stand out. Here's the idea: you encourage users to download your app by giving them a reward, typically something that benefits them within the app.

Incentivized Downloads are essentially an agreement between you and your user - they download your app, and in return, they get something cool, often in the form of a free trial period, in-app currency, or similar goodies. This tactic is especially useful when your main aim is to increase traffic, as rewards attract more users, thus boosting the number of downloads.

Examples of Incentivized Downloads

  1. A fitness app could offer new users a one-week pass to premium workout plans as a reward for downloading the app.
  2. A gaming app can provide in-app currency or extra lives, encouraging potential gamers to download and start playing.
  3. A music-streaming platform might give a one-month free trial of their premium service to incentivize downloads.
  4. A movie ticket booking app can offer a discount on the first booking made through the app.
  5. A food delivery app might reward new users with a discount voucher that can be used on their first order.

Marketing Tactics Similar to Incentivized Downloads

  • Cost Per Install (CPI): This is a mobile advertising model where advertisers pay per install of their mobile application. The approach is similar in that both seek to increase app downloads.
  • Rewarded Video: Here, users are given rewards, such as in-app currency or premium features, in exchange for watching video advertisements. The intention, like incentivized downloads, is to encourage increased usage or more frequent engagement with an app.
  • Tapjoy Model: Tapjoy is a mobile advertising network offering various services, one of which is incentivized downloads. It's associated with incentivized downloads because of its reward systems that motivate users to interact more actively with apps.

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