How To Write The Perfect App Press Release

If you’re still not sure about an app press release, consider this- Even the most established big-wigs in the industry don’t assume that bloggers will automatically figure out their apps. So why should you?

After months, or possibly years of coding, you’re on the verge of launching your app. Well, coding can be frustratingly demanding, especially if you’re launching on multiple platforms simultaneously. We’ll give you that.

Now that the hard work is almost done, writing a few lines about your app may seem insignificant. After all, you’ll be launching it pretty soon. With a solid app store optimization strategy, you’re confident that targeted users will eventually learn about your app through the app store.

Isn’t that what app launching is all about?

Essentially, an app launch is essentially the beginning of a journey, as an app is officially introduced to the extensive App Store user-base. But that’s not it. It’s also the culmination of a period of intensive app coding. How both of these situations turn out is largely dependent on the prelaunch build-up process.

Of course, using your genius to come up and develop a great app helps. Users will continue to download it, especially if you adequately optimize it for the app store. But remember- it could be much better with an app press release.

To establish how, let’s look at a comparatively standard app like Bitmoji. It may be a good app, but let’s be honest here. It’s not the only one that can create cartoon images from your social media selfies. There are many other options for that.

But, interestingly, according to ComScore, BitMoji was the fastest growing app in the U.S. over a period of 2 years between December 2014 and December 2016. The measurement and analytics firm reviewed the growth of unique users aged 18 above, then subsequently established a whopping 5,210% growth rate for Bitmoji.

Very impressive for something as simple as a cartoon editing app.

The fact that the app is currently owned by Snapchat is a significant contributing factor to its growth. But that’s not where the journey began. Before being acquired in March 2016 at a cost of $100, it had already risen substantially. And that’s attributable to a host of effective marketing tactics, including press releases that were released periodically with every app update.

That said, take a keen look at the growth curve again. Notice a prominent bump after March 2016?

Well, some may argue that Snapchat probably came with a more aggressive marketing team. That’s debatable. What’s undeniable, however, is that subsequent write-ups on the app in top media outlets like LA Times, Entrepreneur, Business Insider and Forbes, largely triggered the exponential growth.

These platforms have tens of millions of readers across the United States. Combine that with the fact that their editors have a soft spot for high-value asset acquisition stories. The end result is extended publicity.

Snapchat has picked up the mantle since then, and the company continues to make app press releases on Bitmoji with each new update.

Recently, for instance, Snapchat launched their latest update dubbed BitMoji Deluxe. Its features continue to be covered extensively by leading media outlets worldwide, thanks to details released by Snapchat.

Consequently, as the readership grows, so does the app’s user base.

Evidently, app press releases seem to be working well for Bitmoji. But on the flipside, Snapchat is undoubtedly influential, and media outlets will keep on prioritizing on its stories.

That begs the question- why would you even bother to prepare an app press release if you can’t command even a fraction of such attention?

Why Should You Write An App Press Release?

Here’s the sad truth about elite smartphone markets.

According to a survey conducted by ComScore in 2017, 51% of users based in the U.S. don’t download any apps in a month.

Despite progressive growth in phone storage tech, a majority of users are not downloading new apps as often as you’d wish. They’ve already identified principal apps that they use regularly, and are comfortable living with just them.

Now, of course, this complicates the whole marketing process. Since that segment is not looking to download apps, it will not regularly camp at the App Store. That makes ASO partly unreliable in netting them. It’s mostly effectual on the minority that downloads at least 1 new app each month.

That leaves us with one principle strategy. If they are not spending time in the App Store, you have no option but to go to them. Create awareness about your app away from the precincts of the App Store.

Preparing an app press release is a particularly effective way of doing this, because it capitalizes on platforms already thronged by extensive readerships. You don’t even have to struggle to build an audience.

If the press release is as good as the app, and published at just the right time, you will ultimately start attracting warm prospects.

Fortunately, although the bulk of smartphone users doesn’t frequently download apps, excitement about new apps is still widespread. Millennials aged 18-34 are leading the pack, with 70% of them claiming that they are always seeking fresh apps to try. Quite a promising number, especially since this bracket is the largest, with the highest levels of app usage.

So when’s the right time for an app press release?

When Do You Need An App Press Release?

Basically, prepare a press release whenever there’s a new development you think your users and target market should know. Right when:

• You’re preparing to launch a new app, as part of your prelaunch app marketing
• You’re releasing an update for your app.
• You’re distributing a free or demo version of your app.
• You’re introducing or changing in-app purchasing.
• You’re publishing new app versions on other platforms.
• You hit a significant download milestone.
• There are changes in your development and support team.

Now that that’s out of the way, how should a perfect press release look like?

How To Write An App Press Release

The secret to a solid app press release that is good enough to get published is giving editors exactly what they want. Make their job easier by submitting a story their readers will love and find entertaining. The better you make them look, the higher your chances of being awarded an expansive audience on a silver platter.

This requires exceptional writing, with a clever spin on the story to keep the audience glued. Overdo it, or proceed with an unprofessional format, and your write-up will be discarded as soon as it’s opened.

Tech editors and journalists usually have heaps of press release submissions to review. They don’t have the time for pieces that fail to adhere to the required outline and format.

So here are the critical elements that you should conform to:

1. Headline

This is by far the most important element of your press statement. How you draft it will eventually determine the number of readers who’ll proceed to the body.

Since it’s essentially a hook, come up with an interesting headline with a unique twist. But don’t go overboard with the words. Less than 80 characters should be brief, but long enough for a meaningful headline.

2. Summary Paragraph

Even when you have taken time to draft a super interesting piece, about 55% of the readers will spend only 15 seconds on less on it.

Don’t count them out though. They can also be converted through the summary paragraph. Place it right after the paragraph, and include the prime features without extending to more than four sentences.

3. Body

This is the meat of the story. For readers who are curious enough to want to find out more about your app. So don’t let them down with fluff and irrelevant details.

Keep the content brief and straight to the point. Include only the most critical details that make your app unique and interesting. You could also embed screenshots or an app demo video.

4. Boilerplate

This is the conclusion of the story. Just perfect for a punch line, plus a call-to-action to direct readers to the App Store page.

It should be slightly shorter than the summary paragraph with only 2-3 sentences. The stronger your pitch here, the more the readers you stand to convert.

5. Website and Contact Information

What’s the point of an app press release if readers eventually can’t figure out who you are? Your website and contact information should be included for readers who want to learn more about your app.

Go precisely to the point with the actual web address, and relevant contact details of your support team.

You’ve drafted a perfect press release. Now, what’s next?

How To Distribute an App Press Release

Where your press release is published ultimately determines the extent of its reach. Subsequent downloads, however, are more dependent on the type of audience that reads the write-up.

If you’re marketing a game, for instance, you’ll potentially trigger more downloads on a platform frequented by millennials, as opposed to one with a much larger audience, but made up only of older smartphone users.

Finding such sites and getting published, sadly, may not be as easy as it sounds. Free websites like TechCrunch, HARO, Pressbox, ClickPress and PRLog are regularly overwhelmed by numerous submissions. Even when your article is pretty good, you may have to wait till it’s reviewed without a publishing guarantee.

If you have some cash to spare, you may choose to proceed with paid sites like MarketWired and PRWeb. Alternatively, you could keep sending out emails to journalists and renowned bloggers in the app world, hoping to get a couple of replies in time.

Unfortunately, this is by far the most frustrating stage for most individuals. It may take months before you secure a good platform with a solid readership that fits your target market profile.

That’s why many developers choose the easiest and most convenient method of leveraging experts who are already well-connected in the industry. PreApps, for instance, collaborates with an extensive network of bloggers and media sites enjoying a huge following.  Consequently, we have always used app press releases as part of our app marketing services, to create online buzz before and after an app launch. That’s partly how we’ve managed to trigger more than half a billion download of 3,000 different apps we’ve promoted.

Conclusion

To recap:

• According to ComScore, BitMoji was the fastest growing app in the U.S. over a period of 2 years between December 2014 and December 2016.
• Before being acquired in March 2016 at a cost of $100, Bitmoji had already risen substantially. And that’s attributable to a host of effective marketing tactics, including press releases that were released periodically with every update.
• After acquisition by Snapchat, subsequent write-ups about Bitmoji in top media outlets like LA Times, Entrepreneur, Business Insider and Forbes, largely triggered the exponential growth.
• According to a survey conducted by ComScore in 2017, 51% of users based in the U.S. don’t download any apps in a month.
• If they are not spending time in the App Store, you have no option but to go to them. Create awareness about your app away from the precincts of the App Store. Preparing an app press release is a particularly effective way of doing this.
• If the press release is as good as the app, and published at just the right time, you will ultimately start attracting warm prospects.
• Although the bulk of smartphone users doesn’t frequently download apps, excitement about new apps is still widespread. Millennials aged 18-34 are leading the pack, with 70% of them claiming that they are always seeking fresh apps to try.
• Basically, prepare a press release whenever there’s a new development you think your users and target market should know. Right when:
• The secret to a solid app press release that is good enough to get published is giving editors exactly what they want. Make their job easier by submitting a story their readers will love and find entertaining
• The headline is by far the most important element of your press statement. How you draft it will eventually determine the number of readers who’ll proceed to the body.
• Even when you have taken time to draft a super interesting piece, about 55% of the readers will spend only 15 seconds on less on it.
• Keep the body content brief and straight to the point. Include only the most critical details that make your app unique and interesting.
• The boilerplate is just perfect for a punch line, plus a call-to-action to direct readers to the App Store page.
• Your website and contact information should be included for readers who want to learn more about your app.
• You can distribute the app press release through free websites like TechCrunch, HARO, Pressbox, ClickPress and PRLog.
• If you have some cash to spare, you may choose to proceed with paid sites like MarketWired and PRWeb.
• Many developers choose the easiest and most convenient method of leveraging experts who are already well-connected in the industry.

What else do you think should not be left out in a perfect app press release?